Bottled water consumption habits and purchase behaviours of consumers in the urban areas of Adana

In addition to the rapidly increasing urbanization process in recent years, the population is increasing and the need for natural water resources is increasing, which is already limited to global warming. Therefore, providing the safe and clean drinking water, which is the most basic life material of people, has become an important topic of our day. This research was carried out to determine the bottled water consumption habits and buying behaviour of consumers who living in Adana province.The main material of the study is primary data obtained from 384 consumers which living in urban area of Adana province. The data as to demographic charecters and consumption habits of consumers which obtained result of field work were presented by calculating the frequencies, ratios and averages. The factor analysis were used to determine the factors that affect the buying behaviors of the consumers and the cluster analysis were used to distinguish consumers with different perception levels from those with similar characteristics. In the study, it was seen that 40.4% of consumers consumed bottled water and 85.2% of these consumers prefer brand in bottled water. In the research; Socioeconomic characteristics such as educational status, income status, occupation, child ownership status were found to have a positive effect on bottled water consumption tendency. In the result of the factor analysis, 3 factors were appeared and these are called as product characteristics, packaging and price, recognition. As a result of the K-means clustering analysis in the study, the consumers were divided into 3 groups. The most important factors of consumers in the emerging clusters are shelf life, product freshness and product hygiene.