Main Article Content
Packaged drinking water industry of India is going by the problems of unpredicted water shortage and health consciousness that has started to develop in the people. The market of bottled mineral
water is dominated by certain companies only from past few years since it is very competitive now. The main marketing competition among them is that of packaging and attractive labelling
which gathers them huge consumer base. Thanks to the low pricing and attractive marketing strategies Packaged Drinking water is now a product chosen by masses. This industry’s
development depends on the consumer awareness about its benefits and acceptance. This research discusses the consumer buying behaviour and the acceptability of the same among the people of
the Pune city area.