ISSN: 2349-5162

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Published in:

Volume 5 Issue 3
March-2018
eISSN: 2349-5162

Unique Identifier

JETIR1803019

Page Number

91-96

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Title

Impact of Product Packaging and Labelling on Consumer Purchase Intention of Soft Drinks

ISSN

2349-5162

Cite This Article

"Impact of Product Packaging and Labelling on Consumer Purchase Intention of Soft Drinks", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 3, page no.91-96, March-2018, Available :http://www.jetir.org/papers/JETIR1803019.pdf

Abstract

Packaging and labelling plays an important role in the final stage in the purchase cycle of consumers, which is the decision to actually make a purchase. The main aim of the study was to examine the impact of packaging and labelling on the consumer purchase intention of soft drinks and the factors that contribute to this purchase intention. In this study, the factors being examined and analyzed are Package Colour, Package Design/Shape, Package Creativity, Product Information and the Quality of Packaging Material. Data was collected through questionnaires for primary responses from 242 respondents. The data was analyzed with the use of descriptive statistics, correlation and regression. Results show that the dependent and independent variables have a positive correlation, with package colour having the highest correlation with purchase intention, while package creativity and material quality have moderate correlation and package creativity and package design/shape has a low correlation with the purchase intention of the consumers. The findings thus present valuable information for future researchers and marketers to develop suitable strategiesfor impacting and enhancing the consumer purchase intention of soft drinks.

Key Words

Consumer Purchase Intention, Package Colour, Package Design/Shape, Creativity, Product Information, Quality of Packaging Material

Cite This Article

"Impact of Product Packaging and Labelling on Consumer Purchase Intention of Soft Drinks", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp91-96, March-2018, Available at : http://www.jetir.org/papers/JETIR1803019.pdf

Publication Details

Published Paper ID: JETIR1803019
Registration ID: 180594
Published In: Volume 5 | Issue 3 | Year March-2018
DOI (Digital Object Identifier):
Page No: 91-96
ISSN Number: 2349-5162

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Cite This Article

"Impact of Product Packaging and Labelling on Consumer Purchase Intention of Soft Drinks", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 3, page no. pp91-96, March-2018, Available at : http://www.jetir.org/papers/JETIR1803019.pdf




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