An analysis on the impact of packaging's elements on customer purchase intention - Case: packaging for Lunar New Year, 2017. Coca Cola in Ho Chi Minh City

Abstract

Coca cola’s undoubtedly one of the most powerful brand in Vietnam. Every year, the brand launches meaningful campaign to embrace the Vietnamese traditional Tet holiday. Each campaign will fall in line to form Coca cola’s biggest message which is to promote happiness. This year, Coca cola has launched a special edition of packaging in order to join the celebration with millions of Vietnamese people. Its effectiveness on customers’ behavior as well as which of the elements of a packaging that Coca Cola’s customers paid attentions on will be discussed in the context of this thesis. In the proposal, I have briefly shared the background information to the topic and the general plan of conducting survey serving the topic’s purpose. In this thesis, I would continue to demonstrate my work and make recommendations possible for the firm to improve their packaging design. After carefully consider all the information gathered from previous researches and studies, the researcher would suggest the four hypothesizes to be tested in this thesis which will be demonstrated more specifically in later parts. In order to investigate the relationships between packaging’s factors and customers’ purchase intention, I would select a sample size of 215 respondents chosen randomly from the customers pool. Each of the respondents then move forward completing a survey in which will apply Likert Scale to gain insight on how customer value each of the factors. This method of research is called quantitative method. Afterward, using the SPSS software which is a reliable analyzing tool will enable the researcher to develop deeper understanding toward the relationships and therefore, exam the model of relationships. In the end, the researcher has successfully tested the model suggested and be able to confirm to support all four hypothesizes established. This result should be further investigated to prove its value to the company of Coca Cola.