Authors :
Mercy Kaari Bii
Volume/Issue :
Volume 8 - 2023, Issue 2 - February
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3xRykDL
DOI :
https://doi.org/10.5281/zenodo.7675912
Abstract :
Bottled water is becoming one of the fastest
growing markets in the beverage industry globally. Most
people perceive bottled water as safe, of better quality and
as an alternative to other packaged beverages. This
perception has seen an increase in demand for bottled
water, a situation which has resulted in cut-throat
competition, infiltration of sub-standard and smuggled
goods into the market and non-disclosure of water sources,
among other challenges. This dilemma is further
confounded by lack of clarity on what determines consumer
preferences. The purpose of this study was to investigate the
effects of price on consumer choice of bottled water amongst
institutional in Kericho county. The study adopted a survey
design. town, and the target population was 74 institutions
with 237 respondents. A sample size of 146 respondents was
adopted. Purposive and stratified sampling techniques were
used in the study to sample the institutions and respondents
respectively. Data was collected using a questionnaire,
which was deemed a suitable instrument for the study. The
reliability of the study was ascertained by conducting a a
pilot study in a different County believed to have the same
characteristics as the location. Reliability was determined
through Cronbach’s Alpha method, where reliability score
0.8 was considered ideal. SPSS was utilized to analyse data
that was presented using frequency tables, bar charts.
Descriptive statistics were used for the analysis of data. The
study found that, price had positive significant relationship
with consumer choice with mean value of (P < 0.05). Further
it was found that, consumers are price sensitive when
choosing products therefore affecting consumer choice of
branded bottled water. The study recommended that
manufacturers of bottled water should be more consumeroriented through conducting consumer survey in order to
enable them to set affordable prices to all players in the
market. The study further recommends that KEBS and ISO
be strictly observed by the market players to avail quality
products to the consumers and to curb counterfeit bottled
water.
Bottled water is becoming one of the fastest
growing markets in the beverage industry globally. Most
people perceive bottled water as safe, of better quality and
as an alternative to other packaged beverages. This
perception has seen an increase in demand for bottled
water, a situation which has resulted in cut-throat
competition, infiltration of sub-standard and smuggled
goods into the market and non-disclosure of water sources,
among other challenges. This dilemma is further
confounded by lack of clarity on what determines consumer
preferences. The purpose of this study was to investigate the
effects of price on consumer choice of bottled water amongst
institutional in Kericho county. The study adopted a survey
design. town, and the target population was 74 institutions
with 237 respondents. A sample size of 146 respondents was
adopted. Purposive and stratified sampling techniques were
used in the study to sample the institutions and respondents
respectively. Data was collected using a questionnaire,
which was deemed a suitable instrument for the study. The
reliability of the study was ascertained by conducting a a
pilot study in a different County believed to have the same
characteristics as the location. Reliability was determined
through Cronbach’s Alpha method, where reliability score
0.8 was considered ideal. SPSS was utilized to analyse data
that was presented using frequency tables, bar charts.
Descriptive statistics were used for the analysis of data. The
study found that, price had positive significant relationship
with consumer choice with mean value of (P < 0.05). Further
it was found that, consumers are price sensitive when
choosing products therefore affecting consumer choice of
branded bottled water. The study recommended that
manufacturers of bottled water should be more consumeroriented through conducting consumer survey in order to
enable them to set affordable prices to all players in the
market. The study further recommends that KEBS and ISO
be strictly observed by the market players to avail quality
products to the consumers and to curb counterfeit bottled
water.
