CONSUMER ATTITUDE TOWARDS WATER PURIFY WITH SPECIAL REFERENCE TO DEHRADUN CITY

One can survive without food but not without water. A human body is comprised of 70% of water which helps in other activities of the body like digestion and metabolic processes. Water is the most critical issue in todays world and its purity is the second. Currently,Watertreatmentmethodsincludefiltrationandheatathightemperaturetokillthebacteria inside it. As a result, consumer demand for water purifier has been increases. Several companies like KENT, HUL, Tata, Eureka Forbes, LG, Bajaj etc. have entered this segment and have launched various brands of water purifiers. Existing demand has also attracted to local players who have entered in the market and assembling water purifiers in minimum cost such as Aqua fres h, Aqua plus, Aqua grand, Aqua care, Aqua pearl, Aqua pure, Liv pro, etc. They vary in size, purification technology, price, color, patterns, usage etc. This study is conducted in Dehradun city a popular tourist place in Uttarakhand. The study mainly aims to analyze the impact of brand preference of respondents on various local water purifiers available in the market. The study also focuses on the consumer behavior towards water purifiers. This research is based on both Primary Survey, 2020 and secondary data. Study finds that, maximum of the respondents is influenced by design and comfortable size of water purifier.