Impact of Packaging Attributes and Labels to the Buying Behavior of Young Consumers

Marketing Management

This research was conducted in the Polytechnic University of the Philippines specifically with the young consumers of College of Business Administration which aims to identify and examine variables like packaging attributes that could affect young consumers' buying behaviour. Questionnaires were distributed to the respondents which contains a set of systematically structured questions in order for the researchers to get needed information from respondents. A total of 337 survey questionnaires were given to the respondents of the study. To get the sample size from the total population, the researchers used Cochran formula and then selected students through simple random sampling. As we go through this research, the results will show that packaging color, label and the quality of the packaging material are given weight by the PUP College of Business Administration young consumers. Furthermore, all the findings of this research will be used to provide guidance for marketers' perception towards different factors regarding purchasing decisions.

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