Nature of Product and Purchase

Sparkling water is water. It remains a vital resource, a physiological need for human being. Health and well-being are the first need and purchasing motivation for customers. The level of involvement should be quite low since the routine purchasing situation is generated low risk of purchase including the low price, functional use and high frequency of purchase of this type of product.

The sparkling water market in France is made up of a large offer of brands and products. Consumers have the choice and can compare different brands and products by their price and quality which will be then the main characteristics taken into account in the purchasing process among consumers before arousing emotional bounds and then loyalty to the brands.