THE RELATION OF PACKAGING DESIGN AND PRODUCT DISPLAY OF READY-TO-DRINK TEA AT RETAIL STORE ON CONSUMERS’ PERCEPTION

• Main Author: Annisa Nur Adha - NIM : 27114004 , Ni
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/23466
• Institution: Institut Teknologi Bandung

Ready-to- drink tea is one of many popular products at retail stores in Indonesia. Many brand varieties are sold, therefore consumers may confuse to choose. This study identifies relation between consumers’ perception and the packaging design and display of ready-to- drink tea at retail stores. The result can be used as strategy guides for designing and displaying product packages. The study was conducted in 3 (three) phases, The first was early study which includes observation and literature study .The second phase was experiment by asking respondents to search experiment object at retail stores’ display using camera eyeglasses. Object of study were 2 (two) ready-to- drink tea that are sold at 2 (two) retail stores: Nu Green Tea (NGT) and Liang Cha (LC). The third phase was identifying perception of respondents using questionnaires on packaging design and display of NGT and LC. Results shows that packaging design and product display influence consumers’ perception, especially on product quality, visual appeal, clarity of information, easiness to search, product awareness, and interests to buy.