INFLUENCE OF PACKAGING AND LABELING ON CUSTOMER BUYING BEHAVIOR ( A CASE STUDY OF TH TRUE MILK IN HA NOI )

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.