CONSUMER PERCEPTION ON PACKAGING OF ENERGY DRINKS IN NEPAL
Date
2024
Authors
Journal Title
Journal ISSN
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Publisher
Shanker Dev Campus
Abstract
This paper postulates the findings on the consumers purchase decision of various factors
of product packaging of energy drinks in Kathmandu valley. It tries to understand the
relationship of independent variables (packaging design, packaging innovation, and
package labeling and package brand image). The study is important and worthwhile for
all the buyers of energy drinks.
In the study, 400 sample size has been taken and simple random sampling technique has
been used. SPSS software tool has been used to analyse the data. Multiple regression
analysis and correlation analysis was carried out. The data was collected from primary
source. Using the correlation analysis, it was known that all the packaging variables has
significant positive relationship with the consumers purchase decision. Similarly,
packaging design was found most influencing independent variables among other
variables that makes consumer purchase more.
The regression analysis shows that packaging design and packaging innovations
significantly affect the consumers purchase decision whereas package labeling and
package brand image doesn‘t significantly affect the consumers purchase decision. This
study suggest that companies should focus more on its packaging like on design,
innovations etc according to consumers needs and wants in the market.
The result of this study shows that Company‘s packaging strategy should reflect their
brand personality. Company should bring some changes regarding use of design and
innovation, which plays a vital role in the sales of products. Company should also invent
such packaging where consumers can reuse or recycle it for different purpose in
household think.