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The Bottled Water Market and Consumer Behavior

Author

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  • Mustafe Pllana

    (University of Prishtina, Prishtina, Kosovo)

  • Arbenita Qosa

    (University of Prishtina, Prishtina, Kosovo)

Abstract

This article describes how packaged water consumption has risen sharply in the world over the past 30 years. It is the most dynamic sector of the food and drink industry. The growth of bottled water sales is the contribution of the marketing activities, promotion, and aggressive sales. Is there a difference between bottled water and tap water? Opinions are divided. Some are for bottled water, some for tap water. World consumption of bottled water in 2013 was 70,371.6 million gallons or more than consumption in 2008 for 6.2%. Kosovo is a small country with a small purchasing power. In recent years, Kosovo has increased the use of packaged water by the population, due to a lack of viable drinking water running to the water network, and also as a result of social changes and the mentality of people. This article will deal with Kosovo's market developments, consumer behavior and factors that affect the behavior of purchases.

Suggested Citation

  • Mustafe Pllana & Arbenita Qosa, 2018. "The Bottled Water Market and Consumer Behavior," International Journal of Sustainable Economies Management (IJSEM), IGI Global, vol. 7(1), pages 35-45, January.
    • Handle: RePEc:igg:jsem00:v:7:y:2018:i:1:p:35-45
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSEM.2018010104
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