Abstract

With the advent of globalization and privatization in the Indian economy, the basic of life such as food, shelter, clothing and even water are also being marketed. Presently, there are more than 40 companies in water marketing, competing all over India. However, the success of water marketing highly depends on the water purity, easy availability the right time and place and also the consumers' attitude towards the whole aspect branded bottled water. The main objective of the study is to understand the consumer's approach towards packaged drinking water and to find the present market position branded packaged drinking water. For this study, 530 consumers of ten major cities Tamil Nadu were selected for the sample, excluding Chennai. With regard to researcher's convenience and unknown population of bottled water consumers, non-probability convenient sampling techniques were used to collect primary data through structure questionnaires. With the collected data, the researcher attempts to project consumers' attitude of ten major cities, regarding bottled drinking water.