1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
Browse
2 results
Search Results
Item The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.Package plays an important purchasing trigger for consumers at the event of purchase occasion and it has become an integral part that provides product information to consumers. Accordingly, main purpose of this study is to explore the impact of dairy product packaging elements on purchase decisions in Sri Lankan environment. Among several elements of packaging, only five elements were considered (i.e. package color, size, material, and printed information and package innovation) by doing extensive literature review. This study purely based on quantitative research method and total of 150 respondents have been approached in Gampaha and Colombo districts by using convenient sampling technique. Descriptive statistics and correlation analysis applied as main analysis techniques to test the hypothesis formulated in this study. It shows that, from five elements of packaging, and printed information on dairy product package are the prominent factors which impact to consumer’ purchase decision. Regression analysis shows that product packaging elements have an impact on purchase decisions of dairy products. As for the author’s knowledge, no previous studies exist on impact of packaging elements of dairy products on purchase decision in Sri Lankan context and therefore this study filled the empirical gap in packaging literature. However, due caution should be given in the event of generalization of the research findings.Item The Impact of Product Package Elements on Consumer Purchase Decision with Specific Reference to Dairy Food Product Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Marasingha, M.P.C.H.K.; Herath, Renuka.Today, Packaging is one of the most important factors influencing customers’ mind at the time of purchase. It has become an integral part of modern society and Packaging acts as the language of product and provides necessary information regarding the product to customers. Identifying the extent to which product package elements impact on consumer purchase decisions in dairy food products in Sri Lanka’ can be considered as the research problem. The purpose of this study was set to identify the impact of package elements on consumer purchase decision relating to Dairy product industry in Sri Lanka .Among several elements of packaging, only five elements were considered based on reviewed literature and those are package color, size, material, printed information and package innovation. Qualitative research design has been chosen and data was gathered using questionnaire targeting 150 respondents in Colombo and Gampaha Districts. Sample was selected by using convenience sample technique. Researcher developed five hypotheses and all null hypotheses were rejected based on the correlation coefficients derived from collected data set. Empirical results show that, from five elements of packaging, printed information on dairy product package is the prominent factor which impact to consumer purchase decision. Finally overall results of research suggest that there is an impact of package elements when consumers make the purchase decision on dairy products.