Bismillahir Rahdisemanir Rahim

Factors Influencing Consumers Buying Pattern towards Mineral Water in Bangladesh: A study on Aquafina

Assignment On Factors Influencing Consumers Buying Pattern towards Mineral Water in Bangladesh: A study on Aquafina

Course Code: MKT 501Course Title: Marketing ManagementPrepared For:

Mahmud ZubayerAssistant ProfessorDepartment of Business Administration

Prepared By:

Esprit De Corps

East West UniversityDate of Submission: 07-12-2015

Esprit De Corps

NameID

Md. Arif Khan2015-2-95-090

Muhammad Fahad2015-2-95-093

Anup Roy2015-2-95-061

Syeda Hamida Linda

2014-3-95-109

Letter of Transmittal7th December, 2015Mahmud ZubayerAssistant ProfessorDepartment of Business AdministrationEast West University

Subject: Submission of Assignment on Factors Influencing Consumers Buying Pattern towards Mineral Water in Bangladesh: A study on- Aquafina Dear Sir,With due respect, we would like to inform you that, it is a great pleasure for us to submit the Assignment on Factors Influencing Consumers Buying Pattern towards Mineral Water in Bangladesh: A study on- Aquafina as a requirement of the course MKT 501. We have tried to make the report a comprehensive one within the given period of time. We earnestly thank you for your guidance during the preparation of this report. Any sort of suggestion regarding the report will be greatly acknowledged and we will be gratified if our report serves its purpose.We therefore, request you to accept this report and give us proper suggestion to work in our professional life and we pray and hope that the mistakes, the report may have will be kindly excused.Thank you for your concern.

Yours faithfully,----------------------

Md. Arif KhanID: 2015-2-95-090

Anup Roy2015-2-95-061

Muhammad FahadID: 2015-2-95-093

Syeda Hamida Linda2014-3-95-109

Acknowledgement

First of all we would like to express our gratitude to almighty Allah. Then all the people who were involved both directly or indirectly in the preparation of this report. Very Firstly, we would like to thank our hour honorable teacher Mahmud Zubayer sir, Assistant Professor, Department of Business Administration , East West University, for guiding us and giving us the opportunity to initiate this report. More specifically, I would like to thank him for imparting his time and wisdom. With his inexhaustible guidance, valuable advice, continuous inspiration, constructive criticism and generosity, he helped us to carry out this work successfully.We would like to mention those websites and journals which were a big source of information for our work.

Finally, we do apologize to the people whose names that we have not mentioned, and their contribution is highly appreciated by us.

Table of Contents

ContentsPage No.

1.0 Introduction1

1.1 Objectives of the report2

1.2 Methodology of the study3

1.3 Limitations of the study4

1.4 Strengths and weaknesses of the brand from an image perspective5-6

1.5 Strengths & Weaknesses of the product or service7

1.6 Factors influencing consumer's buying pattern8-10

1.7 Buying decision process11-12

1.8 Marketing Mix of Aquafina:13-16

1.9 Data Analysis17-20

1.10 Recommendations21

1.11 Conclusion22

1.12 Sources23

1.13 Appendix24-26

Executive Summary

There are various types of mineral water brands in Bangladeshi market. Water is essential for human life. Nowadays, to meet people needs in daily life to drink water, many companies provide mineral drinking water. As this industry growing and more competition happen, the companies have to know the things that Influencing Consumers Buying Pattern towards Mineral Water in Bangladesh. The aim of this report is to analyze several factors that influence people buying decision on it, namely Cultural Factor, Social Factor, Personal Factor and Psychological Factor. Quantitative research was chosen as the methodology, with questionnaires distributed to gain the primary data. The questionnaires were distributed to 100 undergraduate students of East West University. Based on the survey result, it is proven that those factors mentioned above influence the respondents buying decision toward mineral drinking water.