This study analyzed relationship between socio-economic characteristics of a respondent
and purchase intention on Bottled Tap Water by using Logit model and estimated potential
market size. Result shows that among those characteristics gender, marriage, and experience
have meaningful influences on purchase intention. Although a majority of respondents
approve of bottled tap water sales policy in Korea, the result indicates there is somewhat gap between each group divided by gender, marriage, and experience. Particularly, probability of positive purchase intention is highest at the group of male, married, and experienced respondents among all groups. More generally, married and experienced respondents may think bottled tap water positively. This is coherent to other analysis that we made. It also demonstrated result is true. On this basis, this study implies that sales of bottled tap water should be focused on those classes.
