| dc.description.abstract | Because of the increasing demand of packaging, there was a need to conduct the research
titled “THE IMPORTANCE OF PACKAGING ATTRIBUTES TO CONSUMERS’
PURCHASING DECISION WHEN CHOOSING FOOD PRODUCTS - A CASE
STUDY IN HO CHI MINH CITY” to identify the impacts of packaging factors on
consumers’ choice of food products in Ho Chi Minh city. The study aimed to find out
factors that affect the consumer buying decision.
The conceptual framework was adapted from Silayoi & Speece (2004); Deliya & Parmar
(2012); Shah, Ahmad & Ahmad (2013); Parisa, Omid & Mahmud (2013); Raheem,
Vishnu, & Ahmed (2014); Ali (2014). There were 5 independent variables that affect
consumer purchasing decision: color, size, product information, innovation, and font
style. Moreover, demographics information like gender and marital status were also
included in model when running logit regression.
Data was collected in 6 different districts in Ho Chi Minh city. After using SPSS version
22 to analyze data of 330 respondents, the results shows that innovation attributes has
positive relationship with consumer purchasing decision. Color, size, product
information, and font style do not influence on purchasing decision. Moreover, gender
and marital status also have impact on consumer purchasing decision. It is also obviously
to see that male and people who are single are more likely to buy packaged food.
Although limitation of this study was defined, this study also came up with practice as
recommendations which help companies and firms to serve customer better by putting
more concentration on packaging | en_US |
