ABSTRACT

Table water business has become a fact over the last decade. The

increasing trend in the consumption and market value explains

that consumers are willing to pay a premium costs and this, while it

is a product which they can get in most cases at minimal costs.

Moreover, the quality of table water is still being disputed by

researchers. This indicates that consumers beliefs and perception

probably play an essential role in their purchasing behavior towards

table water. The general objective of this study is to analyze the

consumer behavior on selected table water in Abia State, the

specific objectives are to: describe the socio-economic

characteristics of the respondent; examine the brands of table water

commonly consumed by consumers in the study area; and to

determine the factors affecting the consumer purchase behavior of

these selected table water in Abia State. The study adopted a

sample size of 120 from a multi stage random sampling method.

Questionnaire was used to collect data for the study; which are

later analyzed with simple percentage and multiple regressions

models. After the study, it was concluded that price, income,

household size and marital status influence the purchase behavior

of table water consumers in Abia State. The researcher

recommended that these consumer behavior variables should be

studied so as to design effective marketing strategies to enhance

marketing efficiency.