Jovita E. Saguibo, Eduardo T. Bagtang, Marilou B. Adora

ABSTRACT

The study analyzed the demand and consumption pattern of commercial drinking water in 4 barangays of Tabuk city namely; Dagupan, Dagpan Centro, Bulanao, and Bulanao Norte from April 2018 to August 2018.

Five hundred thirty seven (537) households and fifty (50) from the business sector were the respondents.  Qualitative and Quantitative data were gathered from the respondents through the use of structured questionnaire. Descriptive statistics and inferential statistical tool specifically Pearson-Product-Moment Correlation is the tool in determining the significant correlation between demand and   consumption pattern of commercial drinking water and the motivational factors affecting consumption was used. .  It was found out that   majority of the household respondents consumed commercial drinking water anytime after food intake that includes meals and snacks either at home or at work  and frequency of use was based on weather conditions; this pattern accounts for a high demand of commercial drinking water. Advertisement was the major source of information about commercial drinking water followed by parent’s friends and environmental science seminars.

Commercial drinking water operators and suppliers employed marketing strategies and production strategies. Arranged delivery schedule, market information, local penetration and media advertisement which is described as relationship marketing or transactional marketing. The operators further noted training of workers, transparent production and quality control in the production process.

Keywords: Demand, Consumption pattern, commercial drinking water, Tabuk City