Effect Of Packaging On Consumer Buying Decision In The Soft Drink Industry

ABSTRACT

The main objective of the study was to determine the effect of packaging on consumer buying decision. The study sought to determine the effect of packaging reuse, protection function and packaging information on consumer perception and purchase intentions of the brand. The researcher use descriptive survey as research design with judgmental sampling techniques to select the respondents of the study. Structured questionnaire was used as research instrument and the data analyzed using simple regression. The study showed that packaging reuse affect consumer perception and purchase intention, protection function also affect consumer perception and purchase intention of the brand. It was also seen that packaging information were amongst the predictors of consumer intention and purchase intentions of the brand. It concludes that proper packaging techniques must be fully harnessed to induce consumer perception and purchase intentions. Based on the findings, the researcher recommended that the management of bottling companies should work on producing recyclable and reusable packaging which will not only increase sales, promote impulse buying. The researcher recommended that  management should take into cognizance and package their product work based on the status of the customer, as it has a way of influencing profit positively, and that the management of bottling companies should ensure that customers  products are tailored to reduce damages as well as offer protection of its content along the distribution channel of the organization  since their purchase capacity has a very positive and significant influence on their sales volume, which in turn affect their profit. The researcher also recommended that firms should see packaging information as a positioning and differentiation tool.