PET BOTTLED WATER MARKET: CONSUMER RESPONSE FROM TURKEY

The purpose of the research study was to state varying preferences of PET bottled water consumption and to find the most appropriate product mix in Turkey referring to a field research conducted in the Mediterranean Region of Turkey. The data retrieved from 965 PET bottled water consumers via face to face survey was analysed by utilisation of conjoint analysis, which is based on the theory of total utility and described as a function of price and quality benefits (Ness 2002). The correspondents had valued lowest price, existence of food safety (HACCP) certification and production modes being natural spring water, having soft taste and existence of process quality (ISO) certification in a consecutive order. Even though there seems to exist a negative perception on plastic package with rising environmental consciousness, consumers find bottled water more trustworthy than tap water in terms of quality and accept the high cost. The acceptance ratio differs among countries due to income level and access to water. It was considered as essential to watch over the market challenges departing from these findings and whether the market referred to the preferences of consumers efficiently. Yet, the challenges occurred within 2010s were compared with the findings of this research in order to set forward a sound marketing strategy for rapidly developing PET bottled water market. It was understood that price and income sensitivity of consumers for bottled water market maintain their validity.