The role of packaging in consumer' perception of product quality at the point of purchase - An empirical study of soft drink in Vietnam

Abstract

This study aims to discuss about consumer‟s perception of product quality of the point at purchase so that we can design product packaging properly and stand out in customer‟s mind. Design/ Methodology and Approach: There are two methods of data collection. The first one is based on the questionnaire in paper, the respondent would be interviewed face to face, observe their attitude towards this issue and take note. The second method is collecting online because of the time efficiency, it takes less time, no money paid and is able to collect large amount of data. About designing questionnaire, it‟s based on the literature review of the previous researches and some derived from designer‟s opinion. Findings: SPSS software would be used to analyze deeply the model and also the results