Influence of Packaging Style on Beverage Purchasing Decision Among Consumers in Bangkok

Authors

  • Mutitha Na Nakorn Faculty of, Business Administration, Rajamangala University of Technology Rattanakosin
  • Surasit Udomthanavong Faculty of Business Administration, Thai-Nichi Institute of Technology
  • Arin Na Ranong Faculty of Business Administration, Rajamangala University of Technology Rattanakosin

Keywords:

Packaging, Purchase Intention, Brand Image

Abstract

The objectives of the research (1) were to study the beverage purchasing behavior of consumers in (2) to study the form factor of packaging that affects the consumer's decision to purchase beverages in the Bangkok area; and (3) to study the brand image of consumers that affect the purchase decision. Types of beverages in Bangkok This study is a quantitative research. Using a survey method from a questionnaire with a sample of consumers aged 18 years and over and had drank non-alcoholic beverages in Bangkok. The statistics used in the research were frequency, percentage, mean, standard deviation. and structural equation model (SEM) analysis using Smart PLS 3.0 program. packaging design packaging material packaging color And the label of the package has influence on the brand image. and brand image influence on purchasing decision. with a statistically significant level of 0.01

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Published

2022-07-26

Issue

Section

บทความวิจัย (Research article)