In the case study “Bottled Water Versus Tap Water: Understanding Consumer Preferences,” Miguel talks about the increase in water drinkers 'bottled water. Experts consider America's tap water to be the cleanest. So why opt for the overpriced water bottle, then you hit the sink. Is this a trend? What the author of the article considered is divided into two main parts: dissatisfaction with the taste of tap water and health problems. Other factors mentioned are also demographic variables and the perceived quality of the water source. A 4-year study by the NRDC concluded that most bottled water is good quality, but it also found traces of bacteria and synthetic organic chemicals in 23 of 123 brands tested (Miller and Spoolman ). The reason some people consider bottled water safer than tap water is due to the countless advanced treatments they undergo to ensure it is safe to drink. But in reality, bottled water is less regulated than tap water, and the EPA contamination standards that apply to public water supplies do not apply to bottled water. A third of all bottled water suppliers disclose nothing about the treatment or purity of the water they sell (Miller and