What you see is what you choose: An analysis of a bottled water’s design, source and brand and its influence on perceived quality and purchase intention

Anette Veidung

Student thesis: Master thesis


With the largest bottled water market, Europe, maturing and competition intensifying it becomes increasingly important for the actors to stand out to the consumer. In order to stand out and capture the consumers’ attention the bottle design becomes an important mean of differentiation (Hoegg, et al., 2010). Especially because consumers’ tend to scan shelves in order to find the product that pops (Clement, 2007; Reimann et al., 2010). Furthermore, when confronted with a bottle design the consumer will have a perception about its quality and an intention of purchase. The purpose of this thesis is thus to uncover the relationships between bottled water’s design and the consumers’ perception of the quality of the water contained in the bottle as well as consumers’ purchase intention. Furthermore, this thesis also investigates how these initial decisions are affected through the introduction of additional information about the bottled water’s country of origin followed the bottle’s brand. The research design was exploratory in nature with descriptive elements and mainly used a quantitative research method. Empirical data was gathered though an online based survey, where 635 participants responded worldwide. The results show that there is a positive relationship between the visual attractiveness of a bottle and that of the perceived quality as well as intended purchase. The results also illustrate that a global trend prevails in determining the attractiveness of the bottles. Hence, there is seemingly no need for local adaptation of the water bottle’s design. Furthermore, country of origin information showed no statistically significant strength to positively influence perceived quality or purchase intention for a visually unattractive rated bottle. The impact of brand information illustrated that a brand with significant international exposure and recognition can influence the consumers’ perception of quality and purchase intentions.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
Publication date2011
Number of pages99