Descriptive research design was used to select 200 respondents (i.e., 100 from each study places) following purposive sampling technique on two study areas (Market; Living). Personal observation and interview with retailers were done to triangulate the collected data from the formal survey. The collected data was analyzed using SPSS version 20 software program. Descriptive statistical measurements, Index and multinomial regression model was calculated to assess the relationship between customers point of emphasis during packaged water buying and respondents demographic variables. Majority of the respondent who frequently purchase packaged water generated a monthly income between 5000 and 10000 Birr. Television and radio was ranked first compare to other Media. Living place customers were more health concerned as compared to market place customers. Market place customer’s primarily give emphasis to price of packaged water. Almost all (97%) customers did not have the awareness towards packaged water standards. Only 86(43%) of the total respondents checked the chemical composition, of which 74(85%) of the respondents did not understand it. Customers sex, educational level and health status showed significant relationship with choice of packaged water quality -1.42(p<0.05), price -2.45(P<0.01) and health status -1.80(P<0.05) in market place and living places, respectively.
Two hundred customers were purposively selected from two study areas (market, residence) in Addis Ababa to assess customer’s behavior and perception towards packaged water. The sampling and data collection process of the study followed systematic analysis of Theory Planned Behavior. The average monthly income of respondents of this study lay between 5000 ($175) and 10000 ($350) Eth Birr. The primary customer information sources were television and radio. Residence place customers were more concerned about health as compared to market place customers. Market place customers primarily gave emphasis to the price of packaged water. Almost all (97%) customers were not sentient to packaged water standards. However, only few, 86 (43%), customers checked labeled chemical composition, of which 74 (85%) did not understand it. Customer’s sex, education level, and health status showed significant relationship with choice of packaged water quality, −1.42 (p<0.05); price, −2.45 (p<0.01); and health status, –1.80 (p<0.05) in market place and residence place, respectively. Customers were not well aware of what they were purchasing and even customer’s ability to read was not related to customer’s ability to understand what was written in the labels. Customers’ choice of packaged drinking water has been challenged by their health status. Customers are becoming more concerned about prices while they are out of their residence place.
Descriptive research design was used to select 200 respondents (i.e., 100 from each study places) following purposive sampling technique on two study areas (Market; Living). Personal observation and interview with retailers were done to triangulate the collected data from the formal survey. The collected data was analyzed using SPSS version 20 software program. Descriptive statistical measurements, Index and multinomial regression model was calculated to assess the relationship between customers point of emphasis during packaged water buying and respondents demographic variables. Majority of the respondent who frequently purchase packaged water generated a monthly income between 5000 and 10000 Birr. Television and radio was ranked first compare to other Media. Living place customers were more health concerned as compared to market place customers. Market place customer’s primarily give emphasis to price of packaged water. Almost all (97%) customers did not have the awareness towards packaged water standards. Only 86(43%) of the total respondents checked the chemical composition, of which 74(85%) of the respondents did not understand it. Customers sex, educational level and health status showed significant relationship with choice of packaged water quality -1.42(p<0.05), price -2.45(P<0.01) and health status -1.80(P<0.05) in market place and living places, respectively.
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