Factors Affecting Customers' Preference of Packaged Water in the case of Packaged Water Industries in Addis Ababa

Review of literature shows that the consumption of bottled water is increasing all over the world, especially in the developing economies, the increment is more substantial. Research results also show that the factors that influence the consumers’ buying behavior of bottled water varies culturally and geographically. Consequently, the objective of the current study is to examine the factors behind customer consumption behavior of bottled water and to understand how they make their choices among the many brands available. The current study employed quantitative research approach and utilized correlational and descriptive research design and cross-sectional survey method of data collection using a self-report questionnaire.