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The research delves into consumer preferences in the bottled water industry, focusing on why individuals prefer bottled water over tap water and the factors influencing brand choice. It highlights the potential for enhancing tap water's appeal through innovative design and marketing strategies, moving beyond typical discussions of environmental and quality concerns. By understanding consumer behavior, the study aims to propose effective methods to promote tap water as a desirable alternative.
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Can Water Become More Appealing Through Enhanced Design and Marketing?, Gisli Thorsteinsson, Tom Page
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- Released
- 2010
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- (Paperback)
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