Effect of Product Packaging on Consumer Buying Behavior The Case of Senselet Food Processing Company (Sun Chips)
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Date
2020-06
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Addis Ababa University
Abstract
This study is inspired by the absence of studies in the area of assessment of packaging attributes on Consumer Buying Decision. Furthermore, it is important to notice that the usage of food packaging habits in the Ethiopian context is quite different from the developed countries. The objective of this study was to examine the effect of packaging attributes on consumer buying decision behavior and identify important attributes. A total of 200 structured questionnaires were distributed online to consumers of sun chips products in Addis Ababa to collect the primary data. Only 181 questionnaires were returned at the top of the info collection process, which gave the response rate of 90.5 percent. Data collected were analyzed using correlation and regression and SPSS software used for this purpose. The result of the study indicated that the background image on the packaging has the strongest effect on sun chips product purchase decisions followed by innovation printed information and fontsize. However, there have been no significant relationships between packaging material and packaging color on packaging within the purchase decision of the sun chips products. Ethiopian consumers do not give weight to packaging color and therefore the quality of the packaging material. The findings of this survey will be used to make recommendations to marketers to reinforce their level of insight about consumers buying decisions. However, there were no significant relationships between packaging color and packaging materials within the purchase decision of the sun chip product
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Keywords
package attributes, consumer buying decision behavior