The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Abstract

Due to increasing self-service and changing consumers' lifestyle, the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. The objective of this survey was to examine the effect of packaging attributes on consumer buying decision behavior. A total of 384 questionnaires were distributed to standard supermarkets in Addis Ababa and other major cities in Ethiopia. Only 369 questionnaires were returned at the end of the data collection process, which gave the response rate of 96 per cent. However, during the data cleaning only 362 were usable and used for the subsequent statistical analysis. Data collected were analyzed using correlation and regression. Innovation has the strongest effect on cereal food purchase decision (0.392) followed by printed information (0.193), background image (0.168) and font size (0.168). However, there were no significant relationships between packaging color (-0.054) and packaging materials (0.016) in the purchase decision of the cereal packaged food. Ethiopian consumers do not give weight to packaging color and the quality of the packaging material. The findings of this survey will be used to make recommendations to marketers to enhance their level of insight about consumers buying decisions. However, there were no significant relationships between packaging color and packaging materials in the purchase decision of the cereal packaged food.

The Influence of Packaging and Information Transparency on Intention to Try with Endorser Capability as Moderation

“…Packaging a product that has the functionality to meet consumer needs and help consumers during the consumption process. The results of this study are consistent with research conducted by Imiru (2017), Adiyanto (2019 and Apriyanti (2018). Cikake's ricebowl-shaped packaging in terms of functionality is able to meet consumer needs.…”

“…The second research, conducted by Imiru (2017) with the title "The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia". The result of this research is that the more frequent relationships with consumers will increase consumer confidence in a product.…”

Pengaruh Faktor Sosial, Pribadi, Harga, dan Desain Terhadap Keputusan Pembelian Batik Lokal Melalui Teknologi Informasi

“…desain produk harus sesuai dengan spesifikasi kebutuhan yang dibuat bersama oleh tim pemasaran, desain, manufaktur, dan manajemen kualitas di perusahaan tersebut [25]. Desain yang inovatif dianggap penting dalam bisnis yang sukses [26]. Dalam proses desain produk, warna menjadi salah satu elemen estetika atau keindahan yang cukup penting yang mampu mempengaruhi respons emosional dan perilaku pelanggan [27].…”

Pengetahuan, Sikap dan Kesedaran Pendorong Tingkah Laku Inovasi Pembungkusan Usahawan Mikro

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