文章基本信息

标题：The Effects of Packaging on Customer Purchasing Decision. (Melcom Ghana Limited)
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作者：Boadi Frederick Mensah ; Sijing Chen ; Huamin Hu 等
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2020
卷号：65
页码：21-33
DOI：10.7176/JMCR/65-02
出版社：International Institute for Science, Technology Education
摘要：This study’s goal was to reveal the impact of produce packaging on customers' purchasing decisions in the municipality of Ho. Using Melcom as a case study, the study selected a total of 109 customers of about 150 employees, and on what benefits to convenience. When collecting data, respondents who were analyzed using SPSS using frequency evaluation and One-Way Chi-Square were provided with self-managed questionnaires to determine the number and percentage of respondents who consent to specific statements and to check the importance of those answers. The outcome indicated that the packaging affects product prices, which affects the customer's purchasing decision. The study also determined that labels and printed materials promote the company's products and these elements affect consumers' decisions to make before they buy a product. The results also showed how packaging contributes to the company's product. The results showed that good packaging leaves a positive image of goods with the consumers. Based on the results, we have advised that manufacturers also use innovative ways to make packaging more attractive and qualitative, as it affects customer purchasing decisions. It is also recommended that consumer products deliver with good packaging that leaves a positive picture in their minds, creating brand loyalty.
关键词：consumer; customer; packaging; Melcom; shopping; promotion; products; purchasing