Consumer Perception of Product Quality: Comparative Study of Voltic Mineral Water and Bonaqua Mineral Water in Ghana

Benjamin Korankye, Dennis Asante, Richmond Asirifi-Danquah, Ofosu Bright Okyere

Abstract: This study explored the factors that influence perception of a product and how they affect the buying behaviour of the consumers of bottled Voltic mineral water and Bonaqua mineral water. The study is based on a cross-sectional survey method, and comprised both qualitative and quantitative techniques. The study was conducted in Madina, a suburb of Accra where three hundred (300) customers of Bonaqua and Voltic were selected as respondents. The results of the study revealed that the factors that influence consumers perception about Voltic and Bonaqua are advertisement, taste, company/brand image, availability, purity, packaging as well as family/friends influence. The principal conclusion was that Voltic is currently dominating the bottled mineral water market with a wider market share and more loyal customers than Bonaqua. . The study also finds out how consumers are loyal towards each of the brands which pave way for further studies.

Keywords: consumer perception, Ghana, voltic mineral water, bonaqua mineral water