Saurabh Pandey
Department of Management, University School of Management and Entrepreneurship (USME), Delhi Technological University, 110095, Delhi, India.

Deepti Aggrawal
Department of Management, University School of Management and Entrepreneurship (USME), Delhi Technological University, 110095, Delhi, India.

DOI https://doi.org/10.33889/PMSL.2026.5.1.006

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Abstract

The increasing popularity of water ionizers in the health and wellness marketplace is attributed to the health benefits of electrolyzed reduced water (ERW) among consumers. These devices enrich water quality by increasing the pH and providing antioxidants. This study examines consumer preferences in the Indian water ionizer market using conjoint analysis and K-means clustering to assist businesses in developing and benchmarking product offerings and targeted marketing strategies, leveraging purchase decisions, and consumer segmentation. To quantify the importance of attributes using conjoint design, a survey of 479 respondents was conducted based on five key attributes: brand, pH type, price, oxidation-reduction potential (ORP), and annual maintenance cost (AMC). K-means clustering is applied to segment consumers into homogeneous groups based on their preference patterns and decision-making behaviours. Conjoint analysis revealed that pH type and brand were the most influential attributes, followed by price, ORP, and annual maintenance cost. K-means clustering identified four distinct consumer segments: AMC-sensitive, pH-sensitive, price-sensitive, and brand-loyal consumers. The data-driven framework for benchmarking consumer preferences and segmenting markets provides comprehensive insights for businesses to achieve more promising market penetration and customer satisfaction by addressing diverse consumer needs.

Keywords- Conjoint analysis, Consumer behaviour, K-means clustering, Market segmentation, Water ionizers.

Citation

Pandey, S., & Aggrawal, D. (2026). Computational Analysis for Health-Tech Products: A Study for Water Ionizers. Prabha Materials Science Letters, (1), 103-122. https://doi.org/10.33889/PMSL.2026.5.1.006.