Influence of bottled water packaging attributes on consumers’ purchase decision: case study in Addis Ababa

Abstract

The purpose of this study was to identify the influence of bottled water packaging attributes on consumers’ purchase decision. The research focused in Addis Ababa (Ethiopia). The study used color, graphic design, size, printed information and shape of packaging as independent variables and consumers’ purchase decision as a dependent variable. This empirical research was conducted using survey through a set of questionnaire with 5-point likert scale and open-ended items. The questionnaire was distributed to 200 respondents and the responses from 96.5% of the respondents were analyzed using descriptive and inferential statistics such as mean, correlation and multiple regression. The findings of the study show that color, graphic design, size and shape of packaging significantly influence consumers’ purchase decision for bottled water. Printed information on the package has no significant influence on consumers’ purchase decision. Therefore, manufacturers of bottled drink water should give attention to packaging attributes and be innovative to win consumers’ attention. Using attractive and easily understandable printed information may increase its influence on purchase decision.

Keywords: packaging, bottled water, purchase decision