This study is exploratory in nature. The paper presents a critical review of literature pertaining to previous research studies by examining consumer preference and factors expected to influence its development. This paper classifies research articles according to the determining factors of consumer preference. The study is based on secondary data which were collected from various sources like journal articles with peer-reviewed, books, government publication, conference proceedings and other relevant works. The search of literature was conducted by using major multi-purpose databases such as Web of Science (Thomson Reuters), Pro Quest, Research gate, Emerald, Science Direct and EBSCO. In particular, this study develops a conceptual model that includes five antecedents of consumer preference those affect the consumption of packaged drinking water. The literature were reviewed and an assumption was made that consumer preference towards packaged drinking water is affected by five independent variables namely; marketing factors, social influence, demographic factors, sensory factors and psychological factors.
