THE INFLUENCE OF PACKAGING FACTORS ON CUSTOMERS’ BUYING DECISION

Abstract

This research centers on the measurement of the influence of packaging color, packaging material, as well as printed information on the package on the customers’ buying decision when they buy FMCG. Nowadays, with the fast development of globalization and logistics, many large companies start to penetrate into the sunk market form previous large cities and numerous producers and marketers pour all kinds of fast moving customer goods(FMCG) into all kinds of markets around the world. Besides, with the fast improvement of technology and transmission of information, plenty of homogeneous products are rather popular. All of these elements work together to result in fiercer and fiercer competition in big or small markets all over the world. In order to stand out from numerous competitors, manufacturers and marketers have to make every effort to make out variety of marketing strategies to compete for the limited customers. And with the growth of customers’ requirement, producers and marketers not only compete the quality of their products with each other but also compete for all kinds of strategies related to the peripheral of products such as packaging and services to attract more customers. Among these strategies, outstanding packaging has become an increasing powerful marketing tool to attract more and more customers. Therefore, the major target of this research is to determine the most influential elements on customers’ buying decision.

To achieve this goal, this study will conduct an empirical study based on a survey via questionnaire. The data is collected via printed questionnaire distribution outside of big or small stores, supermarkets, etc.. The Statistical Package for Social Science (SPSS) software is employed to analyze the collected data. Specifically, the researcher conducts frequency analysis, correlation analysis as well as multiple lineal regressive analysis separately. And the research results show that among the three factors, printed information exert the most powerful influence on customers’ buying decision; packaging color also has some statistical significant influence whereas packaging material doesn’t have statistical significant influence on customers’ buying decision.