The Effect of product packaging on consumer buying behavior: In the Case Packaged Milk products
No Thumbnail Available
Date
2020-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
Packaging as a marketing tool could be an effective means of achieving marketing objectives and at the same time satisfies the desire of the consumers through its aesthetics elements which includes package’s graphics, material, color, size, shape, text, and its useful elements in a competitive marketing environment. This study is aimed to examine the effect of product packaging on consumer buying behavior of packaged milk products in Addis Ababa. By taking the research objectives and questions into considerations, both descriptive and explanatory research design were used.A sample of 384 shoppers from five supermarkets in Addis Ababa was selected using simple random sampling while quantitative data was collected using structured questionnaires. The selection of supermarkets was based on judgmental sampling in which location and diverse socio-economic characteristics of the population were considered. The response rate of the collected questionnaires was 89.84%. However, out of these due to incompleteness only 337(87.76%) were valid for further analyses and the remaining 8 (2.08%) were discarded. The data were analyzed using both descriptive and inferential statistics. The findings of descriptive statistics have shown that the mean score of packaging attributes variables i.e. packaging Color, Packaging Material, packaging Graphics, packaging Design, packaging size and Printed information inclined to agreement level. All independent variables have the significant correlation with the dependent variable “consumer buying behavior”. In this case, Printed information had a higher strong relationship with consumer buying behavior. Likewise, the empirical findings of the multiple regression indicated that, only four of the predictor variables Packaging Material, packaging Design, packaging size and Printed information have a positive and significant effect on the consumer buying behavior but, packaging color and graphic are not. Moreover, this study found out that that among all the packaging elements, printed information has the most impact on purchase decisions of packaged milk products. The independent variables jointly explained 57% of the variance in consumer buying behavior. Finally, based on the research finding and conclusion drawn the researcher forward recommendation for the study.
Description
Keywords
Packaging, Packaging Elements, Consumer buying behavior