CONSUMER PERCEPTION ON PACKAGING OF ENERGY DRINKS IN NEPAL
| dc.contributor.advisor | Asso. Prof. Dr. Kapil Khanal | |
| dc.contributor.author | Jeevan Prashad Dhital | |
| dc.date.accessioned | 2025-01-28T09:02:47Z | |
| dc.date.available | 2025-01-28T09:02:47Z | |
| dc.date.issued | 2024 | |
| dc.description.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. | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14540/23864 | |
| dc.language.iso | en_US | |
| dc.publisher | Shanker Dev Campus | |
| dc.title | CONSUMER PERCEPTION ON PACKAGING OF ENERGY DRINKS IN NEPAL | |
| dc.type | Thesis | |
| local.academic.level | Masters | |
| local.affiliatedinstitute.title | Shanker Dev Campus | |
| local.institute.title | Faculty of Management |