With Pepsi’s recent announcement that their popular Aquafina water brand comes from tap water, I thought I would share some additional thoughts from Gloria Barczak, Professor of Marketing and head of the marketing department at Northeastern University’s College of Business Administration:
“Many consumers already know that Aquifina and Dasani are purified water from public sources. For those that don't know this fact, they may be turned off from future purchases of these brands now that they know the truth. There are some consumers who never buy such brands; opting instead for spring water.”
“Overall, I think the impact of clarifying the source of the water will be minimal either way. Consumers buy bottled water for two primary reasons: convenience and concern about public water with the former being the more important motivator.”
“Many consumers already know that Aquifina and Dasani are purified water from public sources. For those that don't know this fact, they may be turned off from future purchases of these brands now that they know the truth. There are some consumers who never buy such brands; opting instead for spring water.”
“Overall, I think the impact of clarifying the source of the water will be minimal either way. Consumers buy bottled water for two primary reasons: convenience and concern about public water with the former being the more important motivator.”
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