The effects of packaging attributes on Vietnamese consumers purchase intention

• Main Author: Hồ, Phương Hồng
• Other Authors: Kodo, Yokozawa ; Pham, Thi Lien
• Format: Theses
• Language: English
• Published: 2020
• Subjects: Quản trị kinh doanh ; Tiếp thị ; Marketing ; Hàng hóa > Bao bì ; Khách hàng; 658.8
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/70387
• Institution: Vietnam National University, Hanoi

This study aims to measure Vietnamese instant oats packaging and its influences on Vietnamese consumer’s buying intention. A quantitative research was conducted using an online survey to collect primary data for hypothesis testing. The questionnaire was transferred successfully to 147 respondents. The findings indicated the positive relationship between packaging elements (i.e. graphic, structural and verbal attributes) and consumer purchase intention based on the literature reviews and data analysis discussed precisely in this research. Additionally, the moderation role of involvement level to the interaction of visual elements and purchase intention was also proved in this paper. The main limitation of this study is excluding other important factors impact purchase intention such as price, promotion, etc. The findings provide knowledge related to consumer behavior for relevant companies to increase them to design an effective communication tool – package. The findings of this study can be used by managers and marketers to create an effective packaging to ensure their products stand out among competitors. This study is one of the few quantitative researches measure the impacts of graphic, structural and verbal elements on purchase intention simultaneously. Furthermore, it emphasizes the communication role graphic, structural and verbal attributes which has been ignore in previous studies. Additionally, this study also indicated that involvement level positively strengthens the interaction between structural package design and purchase intention which did not quantitatively proved in previous studies