An examination of the influential factors of packaging, price sensitivity and brand image on frozen food consumer buying behavior in Bangkok, Thailand
An examination of the influential factors of packaging, price sensitivity and brand image on frozen food consumer buying behavior in Bangkok, Thailand
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2016-02
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eng
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application/pdf
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16 pages
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ASBBS Proceedings of the 23RD Annual Conference
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Abstract
Packaging has been gradually taking on an important role as a way to serve consumers by
providing information and delivering functions. The role of packaging is observed as a
strategic tool to influence consumer buying behavior. The main purpose of this research
was to identify the influences of the visual elements of packaging in terms of graphics and
size/shape and the informational elements of packaging in terms of product information
and technology, brand image, price sensitivity on consumer buying behavior of CP ready-
to-eat frozen food in Bangkok, Thailand. This study exclusively made use of survey
methods to collect the data from 399 respondents. Descriptive statistics were used in
describing parameters of the respondents and inferential statistics was used to test the
hypotheses. The results of the Multiple Regression Model have shown that the independent
variables, such as the visual elements of packaging in terms of graphics and size/shape and
the informational elements of packaging in terms of product information and technology
were significantly influenced on both brand image and consumer buying behavior. In
addition, brand image was significantly influenced on consumer buying behavior.
However, price sensitivity was not influenced on consumer buying behavior. While the
result of Simple Regression Model showed that price sensitivity had a significant influence
on brand image. Based on the results of the study, it is supposed to be beneficial to the
ready-to-eat frozen food businesses in order to improve their packaging design in terms of
graphics as well as their brand image. Packaging can make a product stand out, and can be
a silent sale man on a shelf because it is growing in a competitive market and has become
an important tool for communication with consumers.