THE ABILITY OF THE BOTTLED WATER SECTOR TO MEET THE NEEDS OF CONSUMERS IN BOSNIA AND HERZEGOVINA

Abstract

Bottled water sector in B&H becomes more significant economically with media pressure and expectations. This paper aims to determine factors important for the consumers while choosing bottled water products and in that way try to, by comparing the results to the sectors abilities, determine sector’s ability to meet the consumer’s needs. Small research among (97) respondents was carried out, and the results indicate that the sector is unable to meet the needs of the customers, since the trade balance is negative and domestic market share low. Customer profile suggests almost only young consumers, which indicates that for the stronger results further research is needed.