THE IMPACT OF PACKAGING ON CONSUMER BUYING DECISION: AN APPLICATION ON CONSUMER GOODS

Q3 Multidisciplinary

Songklanakarin Journal of Science and Technology Pub Date : 2022-12-31 DOI:10.59125/jst.20209

M. Uddin, H. Begum, M. A. Rouf

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引用次数: 0

Abstract

The purpose of this research was to know the impact of packaging on consumer buying decision process. Both qualitative and quantitative research approach were used to achieve the objectives of the study. Respondents were selected using convenience sampling method for collecting primary data through self administrated questionnaire. 97 completely filled up questionnaires were authentic for research study. Six factors of packaging were considered as independent variables to evaluate the respondents’ opinion. The study result shows that all factors have a positive and significant relationship with buying decision of product with the highest correlation value of packaging color (.810) followed by other factors. Quality of packaging materials has highest positive impact on consumer buying decision process (β=.158, t= 4.215, p=0.001< 0.05), followed by packaging color (β=.116, t= 3.281, p=0.000< 0.05), followed by printed information of package (β=.224, t= 3.211, p=0.000< 0.05) and other factors. R square value shows 58.2% variance in consumer buying decision depends on independent variables.

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包装对消费者购买决策的影响:在消费品上的应用

本研究的目的是了解包装对消费者购买决策过程的影响。采用定性和定量两种研究方法来实现研究目标。调查对象采用方便抽样法，通过自编问卷收集原始资料。97份完整填写的问卷为本研究的真实问卷。包装的六个因素被视为自变量来评估受访者的意见。研究结果表明，各因素对产品购买决策均有显著正相关关系，其中包装颜色相关值最高(0.810)，其他因素次之。包装材料质量对消费者购买决策过程的正向影响最大(β=)。158, t= 4.215, p=0.001< 0.05)，其次是包装颜色(β=。116, t= 3.281, p=0.000< 0.05)，其次是包装印刷信息(β=。224, t= 3.211, p=0.000< 0.05)等因素。R平方值显示消费者购买决策依赖于自变量的方差为58.2%。

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来源期刊

Songklanakarin Journal of Science and Technology Multidisciplinary-Multidisciplinary

CiteScore

1.10

自引率

0.00%

发文量

审稿时长

25 weeks

期刊介绍： Songklanakarin Journal of Science and Technology (SJST) aims to provide an interdisciplinary platform for the dissemination of current knowledge and advances in science and technology. Areas covered include Agricultural and Biological Sciences, Biotechnology and Agro-Industry, Chemistry and Pharmaceutical Sciences, Engineering and Industrial Research, Environmental and Natural Resources, and Physical Sciences and Mathematics. Songklanakarin Journal of Science and Technology publishes original research work, either as full length articles or as short communications, technical articles, and review articles.