Descriptive statistics The descriptive statistics is given by the following bar graphs: Age of the respondents:

40 35 30 25 20 15 15 10 5 0 18-21 22-30 31-45 above 45 4 5 36

Sex

18 Male Female 42

Profession
25 21 20 18

15 11 10 10

0 Employed Self Employed Student Other

Preference of source of drinking water

0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 Tap water Filtered tap water Bottled water 5.00% 36.67% 58.33%

Places to buy bottled water

40 35 30 25 20 15 10 5 0 Restaurants Grocery store Others 13 9 38

Preference of size of bottle

40 35 30 25 20 15 10 5 0 0 1L 500mL 250mL 24 36

Preference of SKU with usage

100% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% daily Once a week Twice a week once a month never 0% 36% 64% 58% 52% 48% 42% 50% 50% 1L 500mL 250mL

Analysis
Following is a detailed description of the tests that are run on the responses received from the respondents. All the tests are run for a sample size N = 140 respondents. Co-relation tests: While finding the correlation among variables, we use the following legend to describe the strength of the correlation:
Pearson Table Very Strong Strong Moderate Weak Very Weak Value 0.8 - 1.0 0.6 - 0.8 0.4 - 0.6 0.2 - 0.4 0 - 0.2

1. Check for existence of relation between gender and importance given to brand name Hypothesis: H0: There is no significant relation between gender and importance given to brand name. H1: The importance of brand name has a significant relationship with the gender of the customer.
Refer to table 1 in appendix.

From the SPSS correlation results, we see that the significance value is 0.657 with a Pearson Correlation of 0.038 (i.e. a Very Weak positive correlation). Therefore, we fail to reject the null hypothesis, i.e. there is a no correlation between the gender of the customer and importance given to brand name.

2. Check for existence of relation between age group and importance of brand name Hypothesis: H0: There is no significant relation between age group and the importance of brand value H1: The importance of brand name has a significant relationship with the age group of the customer.
Refer to Table 2 in appendix

From the SPSS correlation results, we see that the significance value is 0.0 with a Pearson Correlation of 0.521 (i.e. a Moderate positive correlation). Therefore, we reject the null hypothesis and accept the alternative hypothesis. The importance of brand value depends moderately on the age group of the user.

3. Check for existence of relation between places where bottled water is bought and importance of brand name

Hypothesis: H0: There is no significant relation between places where bottled water is bought and the importance of brand value H1: The importance of brand name has a significant relationship with the places where bottled water is bought.
Refer to table 3 in appendix

From the SPSS correlation results, we see that the significance value is 0.001 with a Pearson Correlation of 0.781 (i.e. a Strong positive correlation). Therefore, we reject the null hypothesis and accept the alternative hypothesis. The importance of brand name depends strongly on the places where bottled water is bought.

4. Check for existence of relation between user demographic and the importance of a parameter while buying bottled water. Correlation can also be established between the demographic of the user (age, gender and profession) and the importance of a parameter while buying bottled water Hypothesis: (generic)
Refer to table 4 in appendix

H0: There is no significant relation between a particular customers demographic and the importance of parameters.

H1: The importance of parameters while buying bottled water has a significant relationship with a particular customer demographic. We can see that the significance is below 0.05 for age group against the four importance parameters, except for tightness of cap and seal. Here we also see that the Pearson coefficient is moderate to high for the parameters rand name, weight and feel of bottle and marked price. Hence we reject the null hypothesis in these cases. For gender, only weight and feel of the bottle and the marked price are below the significance level with a moderate to high Pearson coefficient. Therefore we reject the null hypothesis for these two cases. For profession also, the significant parameters are weight and feel of the bottle and the marked price with moderate to high Pearson coefficient. Hence we reject the null hypothesis for these two cases only.

Dependency tests:
To check if the results of the survey for different parameters are dependent on different factors we used ANOVA tests on the data. The results of the same are as follows:

1. Check whether importance given to different parameters is dependent on the place where bottled water is bought. Hypothesis: (generic) i) To check whether there is dependency between the weight and feel of the bottle with the place where it is bought H0: The importance given to weight and feel of the bottle does not depend on the place where it is bought. H1: The importance given to weight and feel of the bottle depends on the place where it is bought.
Refer to table 5 in appendix

The significance value for this is 0.034 which is less than 0.05, so we fail to accept the null hypothesis and conclude that there is a dependency between the importance given to weight and feel of the bottle and the place where it is bought.

ii) To check whether there is dependency between the marked price of the bottle with the place where it is bought

H0: The importance given to marked price of the bottle does not depend on the place where it is bought. H1: The importance given to marked price of the bottle depends on the place where it is bought.
Refer to table 6 in appendix

The significance value for this is 0.174 which is more than 0.05, so we accept the null hypothesis and conclude that there is a no dependency between the importance given to the marked price of the bottle and the place where it is bought.

2. Check whether importance given to different parameters is dependent on the size of the bottled water bought.
Refer to table 7 in appendix

i) To check whether there is dependency between the weight and feel of the bottle with the size of the bottled water bought. H0: The importance given to weight and feel of the bottle does not depend on the size of the bottled water bought. H1: The importance given to weight and feel of the bottle depends on the size of the bottled water bought. The significance value for this is 0.076 which is greater than 0.05, so we accept the null hypothesis and conclude that there is no dependency between the importance given to weight and feel of the bottle and the size of the bottled water bought.

ii) To check whether there is dependency between the attractiveness of the label with the size of the bottled water bought. H0: The importance given to attractiveness of the label does not depend on the size of the bottled water bought. H1: The importance given to attractiveness of the label depends on the size of the bottled water bought. The significance value for this is 0.017 which is less than 0.05, so we fail to accept the null hypothesis and conclude that there is a dependency between the importance given to attractiveness of the label and the size of the bottled water bought.

iii) To check whether there is dependency between the marked price with the size of the bottled water bought. H0: The importance given to marked price does not depend on the size of the bottled water bought. H1: The importance given to marked price depends on the size of the bottled water bought. The significance value for this is 0.003 which is less than 0.05, so we fail to accept the null hypothesis and conclude that there is a dependency between the importance given to marked price of the bottle and the size of the bottled water bought.

Appendix
Questionnaire 1. What source of drinking water do you prefer a. Tap Water b. Filtered tap water c. Bottled water

2. How often do you purchase bottled water a. Daily b. Twice a week c. once a week d. Once a month e. never

3. Which are the places where you mostly buy bottled water a. Restaurants b. Grocery store c. others

4. What size of bottle do you prefer to buy a. 1L b. 500mL c. 250mL

5. On a scale of 1 to 5 where 5 being the most important, rate the following attributes on the basis of the importance given to them when purchasing bottled water. a. Brand name Low 1 2 3 4 5 High

b. Attractiveness of label Low 1 2 3 4 5 High

c. Weight and feel of the bottle Low 1 2 3 4 5 High

d. Tightness of cap and seal Low 1 2 3 4 5 High

e. Marked price Low 1 2 3 4 5 High

6. Age a. 18-21 b. 22-30 c. 31-45 d. Above 45

7. What is your gender a. Male b. Female

8. Occupation a. Employed b. Self Employed c. Student d. Others

Table 1

Correlations

Brand Name Pearson What is your Gender Correlation Sig. (2-tailed) .657 .038

Table 2
Correlations

Brand Name Pearson Which age group do you Correlation belong Sig. (2-tailed) .000 .521
**

Table 3
Correlations

Brand Name Pearson Which places do you Correlation mostly buy bottled water Sig. (2-tailed) .001 .781
**

Table 4
Correlations Weight Brand name Attractiveness and feel of lable of bottle Pearson Which age group do you Correlation belong Sig. (2-tailed) Pearson What is your Gender Correlation Sig. (2-tailed) Pearson What is your Profession Correlation Sig. (2-tailed) .032 .634 .001 0.744 0.000 .627 0.618 .457 .041 .000 .503 0.354 0.022 0.002 0.544 .000 0.038 .013 .063 .000 .574 0.553 0.043 0.000 0.435 0.521 .210 .625 Tightness of cap and seal Marked price

0.016

0.633

Table 5
Sum of Squares Importance given to weight and feel of the bottle Between Groups Within Groups Total 116.672 59 103.911 57 1.823 12.761 Df 2 Mean Square 6.3805 F 3.5001 Sig. .034

Table 6
Extent of Usage : Networking Between Groups Within Groups Total 82.633 59 72.903 57 1.279 9.730 2 4.865 3.804 .174

Table 7
Sum of Squares Importance given to weight and feel of the bottle Between Groups Within Groups Total Importance given to attractiveness of the label Between Groups Within Groups Total Importance given to marked price Between Groups Within Groups Total 87.289 59 74.613 57 1.309 82.356 12.676 59 2 6.338 4.843 .003 73.302 57 1.286 258.171 9.054 59 2 4.527 3.519 .017 245.496 57 1.805 12.675 Df 2 Mean Square 4.225 F 2.341 Sig. .076