The Effect of Product packaging on Consumer Buying Behavior: In the Case of Repi Wilmar soap and detergent S.C

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Addis Ababa University


Packaging plays a vital role in today’s business environment and is considered as one of the influencing factor on consumers buying behavior. The purpose of this study was to explain the effect of product packaging on consumer buying behavior of Repi Wilmar soap and detergents. The researcher used quantitative approach in order to achieve the objectives of this study. The researcher also used explanatory research since it tries to examine the relationship of independent variables color, graphics, size, shape, information and technology with the dependent variable consumer buying behavior. Using convenience sampling a structured questionnaire written both in Amahric and English was distributed to 384 customers of Shoa supermarket buyers in Addis Ababa. 366 questionnaires where returned which gave the response rate of 95%. But during the data cleaning process only 355 questionnaires were used for statistical analysis. SPSS 20.0 was used to analyze the data collected. The Data collected were analyzed using Pearson correlation and multiple regression. The finding shows that all the six packaging elements packaging color, graphics, size, shape, products information and technology have positive and moderate relationship with consumer buying behavior with p < 0.01 and Pearson Correlation value of r = 0.472, r = 0.455, r = 0.569, r=0.481, r = 0.623 and r = 0.584 respectively. The finding also shows that color, size, information provided and technology used on packaging have a positive and significant effect on consumer buying behavior with beta value of 0.141, 0.145, 0.308, 0.198. Whereas, graphics and shape of packaging had a positive but insignificant relationship with consumer buying behavior of Repi Wilmar soap and detergent products. Based on the result of the study, it was recommended that soap and detergent companies should highly focus on packaging elements which have high impact on consumer buying behavior



Packaging, Consumers buying behavior, soap and detergent