INVESTIGATING THE ROLE OF PACKAGING DESIGN ON PERCEIVED VALUE, PRICE FAIRNESS AND CONSUMER’S PURCHASE INTENTION IN READY-TO-DRINK (RTD) TEA INDUSTRY IN VIETNAM

Abstract

In the context of increasing consumer demand for convenient products, the ready-to-drink tea industry in the Vietnamese market is also experiencing robust growth amidst fierce competition among beverage brands. Beverage enterprises are consistently concerned with improving consumer purchasing intentions towards their products. The consumer purchasing decision-making process is influenced by various factors, notably the strong impact of product packaging. Therefore, to enhance the attractiveness of their products to customers, many brands have invested in packaging design to distinguish their products on beverage shelves. From this backdrop, a study was conducted with the aim of examining the impact of Packaging Design (PD) on consumer Purchasing Intentions (PI) through two intermediary variables: Perceived Value (PV) and Price Fairness (PF). Data for the study were collected through a questionnaire adjusted from previous research. The survey participants were consumers of bottled tea products in Vietnam aged between 18 and 40. The sample size for the study was 304, corresponding to 304 valid responses collected during the survey process. Preliminary investigations included descriptive statistical analysis, reliability analysis, exploratory factor analysis, and confirmatory factor analysis to assess the quality and appropriateness of the measurement scale. Subsequently, researchers employed Structural Equation Modeling (SEM) analysis to investigate the relationships between the factors. Additionally, bootstrapping techniques were utilized to elucidate the role of intermediary variables. The final results indicated that all proposed hypotheses were accepted, demonstrating that packaging design indeed impacts consumer purchasing intentions in the context of the ready-to-drink tea industry in the Vietnamese market. These findings and implications could contribute to practical value, providing businesses with a foundation to invest in and implement packaging design strategies aimed at enhancing consumer purchasing intentions. In terms of academic contributions, the study may offer valuable insights for future researchers intending to conduct marketing-related studies in Vietnam.