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The relationship between demographic and psychological factors and bottled water buying behavior in Eritrea

Fitsum Ghebregiorgis1*and Habteab Tekie Mehreteab2


1College of Business and Economics , Department of Business Management and Marketing, , Eritrea, P.O. Box 3963, Asmara, Eritrea.
2College of Business and Economics,Department of Economics, Eritrea.

*Corresponding Author E-mail: fitadiam(at)gmail.com

Tel.: + 291-716 1013


Article Number:  |   Pages:  |     |   DOI:

 Received: May 15, 2018  Accepted: July 13, 2018  Published: August 10, 2018

Abstract

This study attempts to investigate the relationship between demographic attributes (gender, age, education, income, family size, and employment status) and psychological (beliefs and perceptions) factors and consumers buying decision behavior of bottled water. A survey was conducted among 540 respondents, and the findings of this study suggest that there is a minimal relationship between ‘beliefs’ and ‘perception’ of the consumers and their buying behavior of bottled water. However, no evidence was found demographic variables influence peoples’ bottled water drinking behavior. Furthermore, the results of this study indicate that the more positive the perception of consumers, the more likely they believe the tap water quality is relatively higher, safer, and reliable in Eritrea. As the results show, the mean scores of tap water is higher than bottled water.


Bottled water, psychological, demographic, developing country, Eritrea.

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