Title

FST 148

Product Packaging, Nutritional Labelling and Marketing

IMPACT OF PACKAGING

ON CONSUMER BUYING PREFERENCE

Alcomendras, Dannah Lee

Guadalupe, Kristine Anne

Majomot, Ana Maria Carmela

Sanchez, Lorraine Jane

29 March 2011

Introduction

Materials

* Fudgee Bar and Quake Bar packaging

* Attendance Sheet

* Survey Sheets

* Incentives

* Table of critical values for the F distribution (for use with ANOVA):

Method

Figure 1. Schematic Diagram for the data gathering on the impact of packaging on consumer

buying preference

Results

Table 1. Quantitative analysis on the results of Friedman’s test in the evaluation of packaging

factors.

Test | X²cal | X²tab | Remarks |

Friedman’s Test | -228.81 | 11.070 | X²cal < X²tabAccept Ho, Reject HaNSD at 0.05 level of significance. |

Table 2. Quantitative analysis on the results of ANOVA test in the overall consumer

acceptability.

Test | Fcal | Ftab | Remarks |

ANOVA Test | 0.607 | 4.04 | Fcal < Ftab Accept Ho; Reject Ha NSD at 0.05 level of significance. |

A- Packaging Color

B- Product Picture & Design

C- Product Name

D- Font Style

& Size

E- Packaging Information

F- Tag Line

G- Packaging Color

H- Product Picture & Design

I- Product Name

J- Font Style

& Size

K- Packaging Information

L- Tag Line

LEGEND:

LEGEND:

Figure 2. Factors ranked from 1-6 (1-highest; 6-lowest)

Figure 3. Percentage of the packaging acceptability of the products in each factors

Discussion

Distinctive packaging and brand naming has been able to differentiate products at the point of sale and develop advertising and promotional strategies designed to create consumer preference. By directly packaging the product, the manufacturer is able to exercise much greater control over the condition in which the consumer will receive it, and so avoid dissatisfaction arising from poor storage and packing at retail level. In many instances, the satisfaction to be derived from a product...