Mineral Water Brand Perceived Quality And Customer Satisfaction Research

Mineral water production enterprises in China is about1,200more than the total annual sales ofabout47.68billion yuan, an increase of more than25%. Fast growth, high-profit market, domesticenterprises and multinational companies competitive, the mineral water market has entered amulti-oligopolistic market competition stage. Mineral water such product homogeneity and highermarket, the role of brand competition is particularly critical. In the parallel development of the theoffshore mineral water brand, and the local mineral water brands, whether the local mineral waterbrand in the trend? Local mineral water brand to strengthen brand strategy, indicators of brandbuilding efforts? Whether the consumer perception of quality and consumer satisfactionperspective explore brand building path? Whether based on existing brand to build quantified thestrength of a test model of the mineral water brand perception theory? The selected angleempirical study of the mineral water brand perception. This study broaden the research perspectiveof the mineral water industry, mineral water enterprise provides a clear perception of the quality ofthe upgrade path, its rapid increase brand competitiveness, customer satisfaction, and enhance thecompetitive advantage to provide a reference.Empower heavy after the expert scoring on five dimensions of perceived quality is tangiblehighest, accounting for51.66percent of the overall weight, followed by assurance20.69%,13.62%of the empathy, the reliability of8.03%, the lowest responsive only6%. Evian, ice exposed,the Wahaha Nongfushangquan four mineral water brand perception of the quality of the result ofthe comparison is the highest score Nongfushangquan3.57points, the score is Wahaha3.27points,the third place Evian3.14points,the lowest-ranked ice gel3.12points. Nongfushangquan not onlyranked but perceived quality in five dimensions, each dimension score basic in a leading position,the absolute brand advantage. Four sub brand from the physical aspect, the basic product quality,product promotion and product prices in the three asked items, the other two asked basically nodifference; in terms of reliability, the highest score is still Nongfushangquan, followedEvian,Wahaha, the last ice exposed here Evian exceed Wahaha among second; assurance, the ranking ofthe four brands assurance Nongfushangquan Evian, Wahaha, ice, Lu, andthe gap between brandsis very small and not very significant; responsive Nongfushangquan and only a slight advantagecompared to the other three brands, there is no big difference; empathy, four brand rankingoccurredsome changes from high to low Nongfushangquan, ice gel, Wahaha, and Evian. The studyfound that in four mineral water brands, local brands perceived quality and no lower than theforeign brands of mineral water, and has a large advantage.