The Study of Brand Image and Packaging Design Influences on Consumer in Purchasing Beverage Products

• Main Authors: Chiu-Pin Lo, 駱秋蘋
• Other Authors: Kuan-Yao Chiu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/03634773155250201473

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 98 === In the wide variety Beverage market where the market is very competitive, how to survive in the midst of the Red Sea and attracting customer interests in order to increase Sales Revenue becomes the very important task for this beverage manufacture. The most common market strategy used was to use different packaging design to attract consumer to purchase. Therefore, the research will be to do in-depth analysis on the beverage product brand name image and packaging design in term of relationship to consumer willing to purchase the product. This study used survey research methods, choose the average consumer as the research object, consider relevant research literature to design and develop the questionnaire. Adopting non-probability sample of convenience sampling method to collect data and using linear regression analysis, statistical inference to understand the relationship of variables among the consumer demographic variables, consumption habits to brand image and packaging design. The results shown as follows: 1.Brand image and packaging design influence on consumer in purchasing beverage products, but will not be affected by different gender, education level, age level, or income level. 2.Consumers are concerned about brand image and package design of beverage products, will also affect the purchase intention. 3.Brand image affects the number of bottles purchased and consumption amount significantly. 4.Packaging design affects the number of bottles purchased, but not affects the consumption amount.