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    AN EXAMINATION OF THE INFLUENTIAL FACTORS OF PACKAGING, PRICE SENSITIVITYAND BRAND IMAGE ON FROZEN FOOD CONSUMER BUYING BEHAVIOR IN BANGKOK, THAILAND 

    Peeraput Thiendej; Sirion Chaipoopirutana (2016-02)

    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 ...