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
Vol 6, No 3 (2023): October 2023

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.