The Influence of Packaging and Labelling on Consumer Buying Behavior: The Case of the True Milk in Ha Noi

Authors

  • Geraldine Advincula
  • Pham Thi Thuy

Keywords:

packaging, labelling, customer buying behavior, packaging color, packaging innovation, printed information

Abstract

A product’s packaging and labeling made a key role in the area of marketing and considered as one of the most important tools affecting the buying behavior of customers. This study determined the influence of Packaging and Labelling on consumer’s buying behavior of TH True Milk in Ha Noi, Viet Nam. The study was conducted to ascertain whether all variables being covered influences customer buying behavior. The descriptive method with a modified questionnaire was used in this study. There were 150 respondents from Ha Noi, Viet Nam and data gathered were analyzed with the use of SPSS 20. The results of the study showed that the following variables such as Packaging Color, Packaging Material, Design of Wrapper, Packaging Innovation, and Printed Information were the determinants of Customer Buying Behavior. The study also revealed that packaging and labeling are both an important factor. Furthermore, the result of this study indicated that Packaging Color, Packaging Innovation, and Printed Information had no significant influences on Customer Buying Behavior of TH True Milk in Ha Noi. Also, the variables: Packaging material and Design of Wrappers have significant influences on Customer Buying Behavior of TH True Milk in Ha Noi. Consequently, the study can employ additional variables to further reinforce other factors related to the marketing mix, and these can produce a significant effect on the customer buying behavior of TH True Milk in Ha Noi, Vietnam.

Published

2019-12-18