Classification of the brands bottled water according to their physico-chemical composition and study of the behavior of the Tunisian consumer

Abstract

Objective: this study aims to classify the brands of bottled water in Tunisia according to their physico-chemical composition as well as to study the consumers’ behavior toward these waters.

Method: the analyzed data come from the physico-chemical characteristics of the 28 brands water marketed in Tunisia during the first quarter of 2021 and from a questionnaire of 238 heads of household during the same period. Various statistical methods were used to analyze the collected data such as:  principal components analysis (PCA), hierarchical cluster analysis (HCA), analysis of variance (ANOVA), etc.

Results: the obtained results showed that the 28 brands water can be grouped in 7 classes with similar physico-chimical characteristics. The annual average consumption of bottled water, which depends on the socio-economic and professional categories of the consumer, was estimated to 345 liters/person and varies between 41 to 720 liters. The most important factors that influence the purchase of bottled water are the taste, physical and chemical composition, price, bottle volume, bottling date, type of water, brand reputation, place and finally the shape and appearance of the bottle. Women give more importance to the shape and appearance of the bottle than men. The physical and chemical composition of water is more considered by people with a higher level of education than other levels in the buying decision.

Originality / Relevance: this work draws its originality from the fact that the obtained results help at the same time, the consumer by condensing information to him on all available bottled water on the market, and the companies of production and marketing of this water by presenting for them the preferences, tastes, engagements and expectations of various categories of consumers of this product becomes strategic in Tunisia.