The Effect of Bottled Water Packaging on Consumer Satisfaction and Loyalty
Summary:
The survey questionnaires were distributed to 144 participant. Informed agreement was obtained from the participants. In addition, information and ID numbers was required. The participants were also informed about the purpose of the study. The purpose of this survey is to see how specific bottled water brand can affect consumer's loyalty and satisfaction. The collected information were analyzed and reported using Excel and bar chart. The core reason for which this method of data collection has been used is due to its external validity and for further understanding. As the participants for this study are spread across different regions of Kuwait including our university. Its external validity is quite high. This survey also concludes questions about the quality, shape, size of the bottle, and appearance of product. The main question was to know what brand people are loyal to and the reasons behind it. In addition, this survey showed us the difference between the two gender choices based on how old are they, their personal income, education, nationality, and profession.
Analysis:
In terms of the huge amount of information collected, it was found out that there are seven highly important questions that needs to be discussed specifically.
Question:
1. How often do you buy Bottled water? It was concluded from this question that most people often buy bottled water between all of the choices that have been provided is that they mostly buy bottled water more than 4 times per week as shown in the data analysis which equals 34%. The average of this question was 3.660 which stand between 2 and 3 times per week. 2. If the Bottled Water brand you buy most frequently is not available, you will …

From this question it was found out that many customers are loyal to their brand, but in some cases if their brand isn’t available in the store they mostly buy another brand. In regard to what we discovered, 69% of consumers would buy another brand rather than their frequent brand. To add, the mean in this question was 1.369 which is closer to buy another brand rather than going to find your brand in another store. 3. Which of the following most closely matches how you buy Bottled Water?

Based on the responses from this question the most frequent answer was the second choice which is that people do not care about the price as much as the quality. The data analysis shows that a percentage of 46% were referred to the quality. One of the other choices was a percentage of 28% which basically shows that it is 16% less than the most frequent choice most of people have chosen. 4. You thought the packaging reflected a quality of product.

The results were that most people strongly disagree with it but the average of packaging that reflects quality was 3.972 which is approximately neutral that it may or not be reversed to the quality of the bottled water. 5. Product information on the package reflected healthiness.

This question is one of the main reasons of choosing the brand of the bottled water and how to define the quality of it because information of the bottled water shows healthiness of it. According to the data shown, most of people who have done the survey have strongly agreed that product information reflects healthiness to the water because it shows the quality of the bottled water. The average of this question was 4.929 which are more than neutral and this makes all of people agree with packaging that reflects healthiness. 6. How important each of the following attribute of packaging to you when you make purchase decision of Bottled Water?
Talking about the shape of the bottled water which is an important element in choosing your brand. According to the data, the mode is 5 which shows that they agree that shape is important in choosing the packaging of the bottled water. The shape of the bottled water has impacts on the decision of choosing the brand, therefore, the average of how importance the shape equals 4.364 which is more than neutral and that is why shape is important 7. What is the Bottled Water brand you buy most frequently?

The most interesting question in this survey was this where it shows that the kind of brands people like to drink. The mostly chosen brand in water from the participants who done this survey was Abraaj with a percentage of 31% because this brand is a Kuwaiti brand and it is better than exporting bottled water. Secondly, Aquafina brand with a 28% percentage which is exported bottled water that comes from the well-known company, Pepsi, which is one of the biggest exporters in the world. Thirdly, Arwa bottled water that showed 20% of the data, this kind of brand is also local but its ingredients are the same as Abraaj brand. Moreover, all of the other brands were less than 10% which makes few people loyal to their brands. In addition, few people are loyal to other brands that are not listed in the survey, for instance, Fiji, ABC and Aqua Gulf.
Conclusion:
Based on the survey we distributed on a group of people, we knew new things about bottled water packaging that may never crossed anyone’s mind. These things are that people often buy water for both family and themselves. Also, they buy water more than four times a week. In the store they always buy bottled water. If the bottled water people buy frequently is not available they usually buy another brand. The price always depends on the accepted range and the quality is also always important. That is how people mostly match how they buy bottled water. In addition, to a question that is similar to the one before is how they mostly matches to buy brands of bottled water. It was discovered that a few brands match what they like so they switch among these brands. It also showed how people agree or disagree on the importance of the bottled water packaging and its picture. As a result, people are in the middle of how they more likely to buy bottled water with attractive packaging and how people usually think of the packaging reflected to a quality of a product. Nearly people disagree with nice looking water and fruit picture indicates good taste, freshness, and healthiness. Most survey participants agrees on the product's information on the package reflected to healthiness. The second thing that was asked to people is the rate of how important the attribute of packaging to them when they make a purchase decision of bottled water. Country of origin and package material is important in a way. The color and the graphics are in between which is important and not important. Also the shape, size, and appearance of product are important. Covenant to use is closely very important to people. Ingredients are a very important thing to people according to our survey. The most bottled water brand that people buy frequently is Abraj. There are others that are interested in different brands such as Fiji and ABC.
The third thing is people's opinion about the frequently of buying bottled water brand. For example, people agree with the best brand that they buy and exactly what they want. Nearly strongly agree of people with the satisfaction of the decision to buy a brand. People enjoys, right thing to buy, and thinking of the person favorite brand. In addition, people usually are in the middle of agreeing or disagreeing if for example they did not find their brand and going to another store to buy their wanted brand, this shows that people are loyal to their brand. Agree to people who have been asked by recommendation of which brand to buy, the answer will depend on the person's favorite brand. Price is not important to people who are loyal to their brand and they are also do not care of actually paying more based on our survey. According to the survey that was done, there were more males than females who have completed this survey. Also, the ages of people who have filled out the survey were mostly students between the ages of 15 to 25 which had an income of less than 500 KD. Moreover, the education of the participants were college students. To conclude, this survey illustrate that most people take care of their brand that they chose, and focus on the quality of the water to give them healthiness.