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All Journal International Journal of Accounting & Finance in Asia Pasific
Zhou, Kuan
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Product Packaging in the Purchasing Decisions of Consumers of Coca Cola Valda, Levina Aprilia; Malhotra, Bhavya; Gupta, Gautam; Binti Mohd. Zaki, Nur Zulaikha; Binti Mohamed Jawathu, Nur Jazilah; Zhou, Kuan; Yingtai, Yin; Yifei, Meng
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 6, No 3 (2023): OCTOBER EDITION INTERNATIONAL JOURNAL OF ACCOUNTING FINANCE IN ASIA PASIFIC
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i3.2594

Abstract

The curved bottle, designed and patented by Coca-Cola, was created in 1916 and became the standard packaging bottle for Coca-Cola. Since then, Coca-Cola has made it possible for consumers to identify the brand by its signature red, ribbon typeface. This paper aims to examine the influence of Coca-Cola's packaging on consumers purchasing decisions. A quantitative research approach was adopted, utilizing an online survey conducted through Google Forms with a sample size of 150 respondents. The survey included five variables: Packaging Material, Packaging Design, Packaging Color, Packaging Font and Packaging Printed Information. Multiple regression analysis was employed to determine whether these variables have a significant impact on consumer purchase decisions. The findings of the study reveal that packaging material, packaging font, and packaging printed information have a positive and statistically significant impact on consumer purchasing decision of Coca Cola Product.
The Role of Product Packaging in the Purchasing Decisions of Consumers of Coca Cola Valda, Levina Aprilia; Malhotra, Bhavya; Gupta, Gautam; Binti Mohd. Zaki, Nur Zulaikha; Binti Mohamed Jawathu, Nur Jazilah; Zhou, Kuan; Yingtai, Yin; Yifei, Meng
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 6, No 3 (2023): October 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i3.2594

Abstract

The curved bottle, designed and patented by Coca-Cola, was created in 1916 and became the standard packaging bottle for Coca-Cola. Since then, Coca-Cola has made it possible for consumers to identify the brand by its signature red, ribbon typeface. This paper aims to examine the influence of Coca-Cola's packaging on consumers purchasing decisions. A quantitative research approach was adopted, utilizing an online survey conducted through Google Forms with a sample size of 150 respondents. The survey included five variables: Packaging Material, Packaging Design, Packaging Color, Packaging Font and Packaging Printed Information. Multiple regression analysis was employed to determine whether these variables have a significant impact on consumer purchase decisions. The findings of the study reveal that packaging material, packaging font, and packaging printed information have a positive and statistically significant impact on consumer purchasing decision of Coca Cola Product.
Co-Authors Binti Mohamed Jawathu, Nur Jazilah Binti Mohd. Zaki, Nur Zulaikha Gupta, Gautam Malhotra, Bhavya Valda, Levina Aprilia Yifei, Meng Yingtai, Yin