The Influence of Packaging Attributes on Customer Buying Decision

Abstract

Past studies reveal that efforts on the packaging strategies have become an increasing powerful
marketing tool to attract customers. Packaging attributes such as packaging graphics, package
designs, colors, shapes and pictures attracts consumers’ attention to a particular brand and
influences consumer’s perceptions about product. However, the main objective of the present
study is to examine the packaging attributes affecting the customers buying decisions. Specifically,
this study focuses on the relationship between packaging color, packaging material, printed
information on customers buying decision. The data of this study is collected using survey
questionnaire and The Statistical Package for Social Science (SPSS) software is adopted to analyze
the collected data. This study reveals that customers viewed printed information of products as the
most important factor that influence buying decision. Meantime, finding from this study also
reveals that packaging material is less influenced by the customer buying decision. The implication
of the study is that marketers shall place printed information as the marketing focus when dealing
with car marketing strategy towards potential customers.