Section outline

  • Researching consumers of bottled water

    Read this online article entitled "Is bottled water really better?". It states that more than half of all bottled water is tap water. 
    This includes popular brands like Aquafina and Dasani, which sell tap water that has been run through a filter.

    This week, we'll design and perform research into consumers' attitudes, beliefs and preferences on bottled water brands.

    Will the most expensive be perceived as the best and will consumers think it tastes the best?
    When the product (water) is essentially identical in each bottle, do consumers see each bottle as having identical value? 
    What role do non-price factors (like labels & packaging) play in influencing consumers' perceptions? Are their perceptions real?