The influence of packaging design of beverage products under time pressure and involvement level on purchase decision of customers in Ho Chi Minh City

Abstract

The importance of packaging design is undeniable in fierce competitive environment today. Raising customer awareness of the brand is always one of the most desirable goals of any companies. And improving packaging design is a great strategy for them to achieve that goal. Through packaging design, the manufacturer can directly communicate with their customers. When the interaction of the seller and buyer is not relatively strong, the design of packaging play the role of a “silent salesman” to present the product to customers, especially under the time pressure and low involvement context. The main purpose of this research is to figure the possible factors of the packaging design of beverage products that have positive effect on the purchase decision of consumers. This research is conducted on the sample size of 313 people in Ho Chi Minh City. After the research, the outcome indicates that among five independent variables, the graphics element (pictures and color) has the most significant influence on buying decision while users pay little attention to the layout element in the Ho Chi Minh City case.