Abstract:
The purpose of this study is to determine the influence of Packaging and Labeling on
consumer buying behavior of TH True Milk in Ha Noi, Viet Nam. The study was
conducted to identify whether all variables being covered will have the influence on
consumer buying behavior. Therefore, this study aims to find out whether the
following variables like Packaging Color, Packaging Material, Design of Wrapper,
Packaging Innovation, and Printed Information could be the determinants of the
Customer Buying Behavior.This is the primary research and data has been collected
through questionnaire and for analysis purpose SPSS software has been used. In this
study samples of 150 respondents has been collected and tested the reliability and
validity test, classical assumptions test, and linear multiple regression to conclude the
hypothesis testing through F-test, T-test, and coefficient determination. According to
the finding of the research study, it has been observed that the packaging, labeling
are the most important factors. The result of this study indicates that Packaging
Color, Packaging Innovation, and Printed Information have no significant influence
on Customer Buying Behavior of TH True Milk in Ha Noi. The variables Packaging
material, Design of Wrapper both have the significant influence towards Customer
Buying Behavior of TH True Milk in Ha Noi. Predictive ability of four variables on
consumer buying behavior towards TH True Milk in Ha Noi in this study was 39.1%
while the remaining 60,9% were affected by other factors not included in the research
model being studied.
