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The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.

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dc.contributor.author Marasingha, M.P.C.H.K.
dc.contributor.author Herath, Renuka.
dc.date.accessioned 2017-08-25T06:35:30Z
dc.date.available 2017-08-25T06:35:30Z
dc.date.issued 2016
dc.identifier.citation Marasingha, M.P.C.H.K. and Herath, Renuka.2016.The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka.1st Student Research Conference on Marketing (SRCM), Department of Marketing Management, University of Kelaniya, Kelaniya. p 74. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17286
dc.description.abstract 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. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya en_US
dc.subject Packaging en_US
dc.subject Packaging elements en_US
dc.subject consumer purchase decision en_US
dc.subject Dairy industry en_US
dc.title The Impact of Product Package Elements on Consumer Purchase Decision: Dairy Food Product Industry in Sri Lanka. en_US
dc.type Article en_US


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