Availability of qualitative water - the minimum guarantee of health of the person water or to use it only for cleaning and ware washing. The growing demand and change of consumer preferences causes relevance and timeliness of the organization and carrying out the research "Consumer Behaviour in the Market of Household Filters for Water Purification". As the main instrument of obtaining information the method of focus groups was chosen. In article criteria of a consumer choice are defined, to reveal motives of behavior of consumers in the market of household filters for water purification.
free text keywords: household filters for water purification, consumer behavior, the market of household filters for water purification, a consumer choice, motives of behavior, a method of focus groups., jel:M30, jel:M31