Impact of Milk Beverages Packaging on Consumer ‘ s Buying Behaviour: A Case Account of National Taipei University of Technology Students

• Main Authors: OW, SU-CHING, 胡淑靜
• Other Authors: CHEN, WEN-YIN
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/529dzd

碩士 === 國立臺北科技大學 === 工業設計系創新設計碩士班 === 107 === Main purpose of this study is to examine the impact of milk beverages packaging towards consumer buying behaviour, and to determine the connection between package of product and it’s selling. What is the role that packaging playing in marketing communications, specifically at the selling point and the level of influence towards consumers buying decision? Traditionally, product packaging has been developed to safeguard the safety of product and enhance the delivery process whereas consumer nowadays value the aesthetic, appearance, and quality of their belonging in order to raise their status, aesthetics, and also their impression towards people. The changing of era cause mass corporation place large operation in developing their packaging for the sake of being outstanding, unique, and cut through the noise upon competitors on the shelf. Beverage industry had become one of the focus point talking to the importance of packaging as massive investment had been placed for the development of its packaging despite wide range of beverages from carbonated to non-carbonated while milk beverages was the main focus of our discussion today. Packaging performs as a stimulator for consumers’ impulsive buying behaviour, the core marketing strategy that leading brands were struggling all these times as it could be the most significant factor in customer preference and purchasing behaviour. Package elements including packaging colour, material, font style attached, packaging size and shape, design of packaging wrapper, printed information, and innovation are within consideration. Literature analysing will work on the background for a solid theoretical statement and this study is going to work on the research within National Taipei University of Technology students to reveal the connection between students’ buying behaviour and package of beverages. This research primarily concentrates on the effect of beverages packaging towards buyer’s buying behaviour by collecting data from National Taipei University of Technology students. 250-population sample of the students was selected throughout the campus such as the faculties, accommodation, canteen and library. Questionnaire and interview were used as the research method to conduct the research while questionnaire is the basic descriptive research method and interview section was added to expect a deeper thoughts and data from the respondents. The higher the beta result showed in Coefficients illustrate the more significant element of influencing the consumer buying behaviour at milk beverages among NTUT student, the result indicates factor of wrapper design is the most significant element that influence NTUT students’ buying behaviour at milk beverages among NTUT student because of the beta value of 0.279 in Coefficients analysis. While, colour holds the second place of factors that influence student in their purchasing behaviour at milk beverages among NTUT student with the beta of 0.267. Followed by font style and size and shape which are 0.221 and 0.180 respectively. The last second highest goes to packaging quality which is -0.74 beta values. The least vital element is printed information which holding the beta value of -0.150. From table 4.39 coefficient indicates the important elements of influence consumer buying behaviour at milk beverages among NTUT student is accordingly with wrapper design, colour, font style, size and shape, quality and printed information. R Square disclosed that 16.1% of consumer buying behaviour at milk beverages among NTUT student can be justified by the packaging’s innovation. This outcome expresses that the connection is equally week between the dependent variable and independent variables. Anova analysis illustrates the significant value showed is 0.000 (p < 0.05), which reach the ideal value of below 0.05. Hence, it can conclude that there is a statistically significant between independent variables innovation and dependent variable of consumer buying behaviour at milk beverages among NTUT student. There is variance happened from data collected through questionnaire and interview section. This disclosed that there are rationality and emotionality part of human being exposed. From data collected from questionnaire, NTUT students rationally agreed that font style and printed information might be an important element that influence their buying behaviour. Sarcastically, zero respondent have reaction towards font style and printed information while real life situation took places. This shows that other elements of packaging have overwhelmed the importance of font style and printed information here. On the other hand, respondents seem to be disagree with packaging material in questionnaire however in interview section, there are large respondent choose a beverage because of its material using in its packaging. This disclosed that there are rationality and emotionality part of human being exposed, packaging element of material has overwhelmed the importance of other packaging elements here.