| dc.description.abstract | With the overall purpose of studying , the thesis explains factors which influence to consumer buying behavior in the case carbonate soft drink. There are 5 dependent variables including color, graphic (image and font) , wrapper design ( shape and size ), material and innovation and one independent variable is consumer buying behavior.Quantitative method was used in the reseach with about 262 repondents who usually drink carbonate soft drink. The questionaire was collected base on the 5 Likert scale and data was entered and measured in the SPSS software. The level of influences of variables are explained after getting the result from reliability test , correlation and regression testing. The final result show that color , graphic ( image and font ) , wrapper design ( shape and size) are close relationship with consumer buying behavior when they purchase carbonate softdrink products. Meanwhile , material and innovation on packaging is not most efftive on the consumer mind.
In conclusion, there are a number Some conclusions and recommendations were made in order to help the manufactures have clear factors 'influences on consumer . Therefore , they can plan more suitable strategies in the competitive market. | en_US |
