The Effect of Product Packaging on Customer Satisfaction: The Mediating Role of Impulse Buying: In the Case of Snack Food in Addis Ababa
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Date
2024-06
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AddisAbeba Universty
Abstract
This research paper examines the Mediating effect of impulse buying on the relationship between packaging and customer satisfaction: The Case of snack food in addis baba. It analyzes the effect of packaging on the customer satisfaction in the snack foods. The significance and importance of impulse buying in today's market is supreme in increasing customer’s number and its possible results. The author in the research paper used primary data. The questionnaires were administered based on a purposive sampling method and obtained snack food in Addis Ababa, Ethiopia. 400 questionnaires were distributed, and 381 available samples were collected, resulting in a response rate of 91.75% to all those who chose to participate. Using SPSS, the effect of impulse buying in between packaging and customer satisfaction were identified. Findings indicate that packaging has a positive and direct effect on impulse buying and customer satisfaction. The result also shows that the effect of impulse buying on customer satisfaction is positive and significant. In addition, the multiple regression analyses showed that the relationship between packaging and customer satisfaction is mediated by impulse buying. Finally, the researcher was able to validate the four hypotheses on snack food; the findings show for the snack food in addis ababa users. Impulse buying has a bigger impact on customer satisfaction. It also implies that packaging both fully and partially mediates customer satisfaction. It can be concluded for the customers of snack food, impulse buying had everything to do with the being customer satisfaction consequently improving their relationship to the resulting in their repeated business with the all to the while packaging mediating customer satisfaction. The report presents several critical recommendations to snack food users. The study discovered that impulse buying influences both packaging and customer satisfaction. This finding is significant because, according to the study's participants, successful execution of the marketing discipline's cornerstone is feasible through impulse buying. Snack food users to focus on the impulse buying to the clients as findings imply Customer satisfaction and packaging are attained impulsively. Snack food users in addis ababa should focus on packaging.
Key words: impulse buying, customer satisfaction, packaging