Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)

Abstract

EVALUATION OF BOTTLED WATER IN THE GHANAIAN MARKET

Author(s): Archer, B. B., Tetteh, A., & Dsane-Nsor, S.

Similar to purchasing any commodity, the consumer has the sole responsibility for what products he/she may buy. Often the decision to buy a particular product hinges on several factors, namely the content composition displayed on the product label; an approval seal from an accredited regulatory body; date of manufacturing or expiry; packaging; or brand of the product. The decision of what to buy becomes challenging for an average Ghanaian consumer, who is also semi-literate and does not have a clear understanding of the implications of his/her decision. This study reports an analysis of the fourteen most popular brands of bottled water produced and distributed in Ghana. Using multi-criteria decision making (MCDM) to evaluate bottled water brand preference in the Ghanaian market. The goal is to ascertain which of the brands is best for the Ghanaian consumer, based on the content composition displayed on the bottle. The results suggest that displayed mineral constituent on bottled water can be used to select the best water on the Ghanaian Market.