Factors influencing consumer buying behaviour of bottled water: a case study of School of Statistics and Planning Makerere University

Abstract

This study was aimed at identifying the factors influencing consumer buying behaviour of bottled water in the case of School of Statistics and Planning, Makerere University. To achieve this purpose, a mixture of descriptive and explanatory study design was adopted and data was collected through closed ended questionnaire from a sample size of 100 students. Simple random sampling was used. The collected data was analyzed with statistical measures such as descriptive, correlation and ordinal logistic regression analysis. The study results indicate that the correlation between product quality and consumer buying behaviour of bottled water was found to be a moderate positive relationship(r =0.399, p<0.05). Similarly Brand image has a positive and weak association with consumer buying behaviour of bottled water (r =0.027, P<0.05). Further the ordinal logistic regression results indicate that product quality (β=2.014, P< 0.05) was major determinant of consumer buying behaviour of bottled water. Based on the above findings it recommended that bottled water companies should ensure product quality through using water sources which are free from contamination, testing water regularly throughout the production process and keeping production facilities clean and free from contamination.