Consumers’ Perception of Quality and Health Beliefs of Sachet Drinking Water: Evidence from Obuasi in the Ashanti Region of Ghana

Abstract

The consistent rise in the utilization of sachet water as a primary source of drinking water for households and the general public has come of note in recent times. Government efforts to provide a safe and reliable source of drinking water has not been fully realized thus alternative sources of water provisioning are sought by the population. In spite of the varying levels of contamination reported in all studies in Ghana on sachet water quality, it still receives an appreciable level of trust from consumers. This study therefore employed both quantitative and qualitative research designs to elicit survey and semi – structured interview responses. The semi – structured interviews were a follow up to probe further respondents’ health beliefs and concerns associated with sachet water. The study unveiled health beliefs associated with sachet water, concerns about tap and bottled water, respondents’ admission to littering with plastic sachet, brand loyalty, attitudes towards the cross – checking of labeling requirements and respondents’ perceived quality of sachet water. Others included respondents’ consumption behavior and sachet water companies’ compliance to labeling requirements on sachet water. Many a respondent were unsure of any health beliefs with regard to sachet water but were concerned about its storage. Brand loyalty played a good role in consumers’ choice of sachet water with organoleptic properties (colour, taste and odour) the main factors influencing the perceived quality of sachet water. Others included religious affiliation of sachet water producing companies, packaging and radio advertisements.

Keywords: Sachet water, health beliefs, consumers’ perception