THE ASSESSMENT OF PACKAGING ATTRIBUTES ON CONSUMER BUYING DECISION: IN CASE OF CEREAL FOOD PRODUCTS IN ETHIOPIA

Abstract

The objective of this study is to determine the attributes of packaging that play an important role on consumers buying decision. The purpose of this research is to find out the main important factors related with the packaging attributes and practicality that help consumers in their buying decision process. Companies in order to create the right packaging for their products, they must understand the consumer buying process and understanding the role and the impact of packaging as a variable that can influence the purchase decision. Therefore, by understanding, what factors influence the buying decision and what packaging attributes are most important that will help companies making the right decisions about packaging of their products. The research identified main variable of the study consumer buying decision and some independent variables like packaging color, printed information, packaging material, font, printed information and innovation. The primary research data was collected through a structured questionnaire and SPSS software was used for analysis purposes. Therefore, the study tries to find out the most important factors that have an impact and influences consumer’s purchase decision.