The Effect of Packaging on Consumer’s Purchase Decision Behavior of Powder Milks in Ethiopia

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Addis Ababa University


Packaging is the method of enclosing or protecting products for its distribution, storage, sale and use. Packaging is capable of performing all these tasks through its elements namely packaging color, packaging design, quality of packaging materials, packaging size and packaging label or printed information. The objective of this study is to determine the effect of packaging on consumer’s buying behavior of powder milks. The purpose of this research is to examine the packaging elements, which are components of the product’s package and their effect on consumer’s purchase decision of powder milks in supermarkets. Quantitative research approach was used in this research. This research had identified the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 384 respondents has been collected. According to the finding of the research study, it has been observed that the packaging is an important factor in influencing consumer’s purchase decision of powder milks. It is further concluded that of the studied packaging elements like packaging color, packaging material, design, size and labeling, language used in the labelling, design and variety of package sizes are the most important factors which influences consumer’s purchase decision



Packaging, Buying behavior, Purchase decision