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 501

Course Title: Marketing Management

Prepared For:

Mahmud Zubayer
Assistant Professor
Department of Business Administration

Prepared By:

Esprit De Corps

East West University

Date of Submission: 07-12-2015

Esprit De Corps

Name

ID

Md. Arif Khan

Muhammad Fahad
Anup Roy
Syeda Hamida Linda

2015-2-95-090
2015-2-95-093
2015-2-95-061
2014-3-95-109

Letter of Transmittal
7th December, 2015
Mahmud Zubayer
Assistant Professor
Department of Business Administration
East 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 Khan
ID: 2015-2-95-090

Anup Roy
2015-2-95-061

Muhammad Fahad
ID: 2015-2-95-093

Syeda Hamida Linda

2014-3-95-109

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
Contents

Page No.

1.0 Introduction

1.1 Objectives of the report

1.2 Methodology of the study

1.3 Limitations of the study

1.4 Strengths and weaknesses of the brand from an image perspective

1.5 Strengths & Weaknesses of the product or service

5-6
7

1.6 Factors influencing consumer's buying pattern

8-10

1.7 Buying decision process

11-12

1.8 Marketing Mix of Aquafina:

13-16

1.9 Data Analysis

17-20

1.10 Recommendations

21

1.11 Conclusion

22

1.12 Sources

23

1.13 Appendix

24-26

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
6

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.