| dc.description.abstract | The purpose of this study is to examine the impact of product‟s packaging design on consumer‟s repurchase intention of Vinamilk products among consumers living in Ho Chi Minh City. In this thesis report, I have adapted the model of Pinya Silayoi and Speece Mark (2004) with a change of independent variables listed in later parts, and inherit the model of Ph.D. Mai Ngoc Khuong and Bui Thi Ngoc Giau (2013). I hypothesize that the seven factors of product‟s packaging design are colors, pictures, fonts, shapes, sizes, product information and packaging materials, these factors have both direct effects and through brand awareness factors, indirect effects on consumer‟s repurchase intention. Data were collected from 293 cases of employees from Vinamilk consumers living in Ho Chi Minh City, which is dedicated to a specific field rather than being generic in the original work from Pinya and Speece (2004). Because seven independent variables are different from the original model of Pinya and Speece, and this study was conducted in different period of time in comparison with Pinya and Speece, Ph.D Mai Ngoc Khuong and Bui Thi Ngoc Giau, this finding is different than the results conducted by them. Also, the relationship between product‟s packaging design and consumer‟s repurchase intention was not conducted by any authors before. | en_US |
