The Effect of Packaging on Beverage Products Purchase Decisions of Consumer: Evidence from Consumers in Addis Ababa, Ethiopia
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Date
2024-10
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Addis Ababa University
Abstract
This study explores the effects of packaging on consumer purchase decisions for beverage products in Addis Ababa, Ethiopia. Packaging plays a critical role in marketing by attracting consumer attention, conveying brand identity, and influencing purchasing behavior at the point of sale. Despite its importance, there is a scarcity of comprehensive research on this topic within the Ethiopian context, particularly focusing on how different packaging elements impact consumer decisions. This research addresses this gap by examining key packaging components: green packaging, color, design, material, size, and innovation. The study employs a quantitative research approach, utilizing structured questionnaires to collect data from a sample of consumers in Addis Ababa. Descriptive statistics, correlation analysis, and regression analysis are used to analyze the data and identify significant relationships between packaging elements and consumer purchase decisions. This empirical study was conducted using survey through a set of questionnaires with 5-point likert scale. A total of 384 questionnaires were distributed to different individuals who visit in the Hotel, restaurants, cafes, and bars in Addis Ababa (Lideta, Lafto and Arada sub cities) Ethiopia. 364 questionnaires were completed and returned; resulting in a collection rate of 94.7%. The collected data was then entered into SPSS version 20 software for analysis. (Study survey 2024).The findings reveal that color, design, and innovation in packaging have a substantial influence on consumer choices, driving higher purchase intentions. Conversely, green packaging, despite growing environmental awareness, does not significantly affect consumer purchase decisions. This discrepancy suggests that while consumers may express a preference for eco-friendly products, it does not always translate into actual purchasing behavior. The study highlights the importance of visual and functional packaging elements in shaping consumer perceptions and purchase intentions. For marketers, these insights underline the necessity of investing in innovative and appealing packaging designs to differentiate products and enhance competitiveness in the market. Additionally, the research provides a foundation for further studies on packaging and consumer behavior, particularly in emerging markets with unique cultural and economic contexts.
Key Words: Packaging, Packaging elements, Consumer Purchase Decision