The Factors Affecting Local Brand Perfume Packaging on Consumers Purchase Decision in Bangkok

Abstract

The purpose of this research is to study the factors affecting the packaging of local brand perfume towards consumers’ purchase decision. The questionnaires were distributed to 414 respondents who are interested in purchasing local brand perfume and have used perfume in Bangkok. Multiple Linear Regression and One-Way ANOVA were used to analyze the data. There is an effect between visual packaging design, verbal packaging design, and packaging benefits and consumers’ purchase decision. Moreover, educational level is a demographic factor that has an effect on consumers purchase decision; however, age-range and income level do not relate to consumers purchase decision for this sample in Bangkok. The limitation of this research is to find the respondents who are interested in buying local brand perfume and have used perfume, and the research cannot represent all of the Thais. Moreover, the findings of this research reveal how local brand perfume improve its packaging to create awareness and attract more customers.