Unit I Article Review Consumer Behavior
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AN EXAMINATION OF THE INFLUENTIAL FACTORS OF PACKAGING,
PRICE SENSITIVITYAND BRAND IMAGE ON FROZEN FOOD CONSUMER
BUYING BEHAVIOR IN BANGKOK, THAILAND
Thiendej, Peeraput Graduate School of Business, Assumption University of Thailand
massivemonkeys@hotmail.com
Chaipoopirutana, Sirion Graduate School of Business, Assumption University of Thailand
sirionc@gmail.com
Abstract
Packaging has been gradually taking on an important role as a way to serve consumers by
providing information and delivering functions. The role of packaging is observed as a
strategic tool to influence consumer buying behavior. The main purpose of this research
was to identify the influences of the visual elements of packaging in terms of graphics and
size/shape and the informational elements of packaging in terms of product information
and technology, brand image, price sensitivity on consumer buying behavior of CP ready-
to-eat frozen food in Bangkok, Thailand. This study exclusively made use of survey
methods to collect the data from 399 respondents. Descriptive statistics were used in
describing parameters of the respondents and inferential statistics was used to test the
hypotheses. The results of the Multiple Regression Model have shown that the independent
variables, such as the visual elements of packaging in terms of graphics and size/shape and
the informational elements of packaging in terms of product information and technology
were significantly influenced on both brand image and consumer buying behavior. In
addition, brand image was significantly influenced on consumer buying behavior.
However, price sensitivity was not influenced on consumer buying behavior. While the
result of Simple Regression Model showed that price sensitivity had a significant influence
on brand image. Based on the results of the study, it is supposed to be beneficial to the
ready-to-eat frozen food businesses in order to improve their packaging design in terms of
graphics as well as their brand image. Packaging can make a product stand out, and can be
a silent sale man on a shelf because it is growing in a competitive market and has become
an important tool for communication with consumers.
Key words: - Consumer buying behavior, packaging, price sensitivity and brand image.
Introduction
Food packaging is likely to grow in competitive market conditions, as packages turn into a
tool for communication and branding, and there are many factors affecting the consumer buying
behavior process through food packaging, therefore the communication functions of the package,
such as the graphics of the packaging, the size and shape of the packaging, the information on the
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package, and innovative packaging must inform and assist consumers in making their purchase
decision carefully (Ahmed et al, 2014).
Consumers are becoming more and more demanding and packaging has been gradually taking
on an important role as a way to serve consumers by providing information and delivering functions
to communicate with consumers. It is no wonder that the important role of packaging is observed
as a strategic tool to influence consumer buying behavior. Likewise, in Thailand, currently, the
lifestyle of people is being rushed. There are time constraints and the need for speed in the activities
of everyday life and they are more likely to need more convenience cookings (Silayoi and Speece,
2007). Convenience cookings could be considered as the ease of use of consumption of the food
which indicates time reducing and less effort to prepare (Luning, 2001). Consumers who need
convenience cookings, agree that ready-to-eat frozen foods are convenient (Darian, 1995).
Moreover, packaging concepts of ready-to-eat frozen food are designed more and more to fulfill
the consumers need for more convenience (Luning, 2001). Packaging concepts, such as graphics,
size/shape, information, technology definitely could give consumers more convenience (Ahmed et
al, 2014). For example, graphics on the packages, such as their color and design, trend to have an
impact on consumer buying behavior because graphics are necessary when consumers do not have
time for much consideration and decision making; therefore, graphics could draw their attention to
the product (Ahmed et al, 2014).
Moreover, according to Jinkarn and Suwannaporn (2015), the size and shape of packaging is
more likely to play an important role in consumer buying behavior because the proper size and
shape of the package could offer convenience to the consumers for storing and preparing or
grabbing and holding. In addition, information on the packaging could also have an impact on
consumer buying behavior because it can connect consumers with the product and it is very
important for the consumers to consider information on a package in order to compare quality and
value (Deliya and Parmar, 2012). Similarly, some consumers might pay more attention to the
information on the package, especially the consumers who are concerned about health (Silayoi and
Speece, 2004). In addition, consumer buying behavior is also likely to be influenced by the
technology of packaging, such as its recyclability, microwavable, easy-to-open, easy-to-store, easy-
to-carry, and preventing breakages (Silayoi and Speece, 2007). However, in this case, the consumer
buying behavior is influenced not only by the convenience of the ready-to-eat frozen food
packaging. Price and brand of the ready-to-eat frozen food could have an impact on consumer
buying behavior as well. For example, price could refer to the perceived value of goods and service,
and the different perception of the goods or service leads to a difference in identifying the price,
especially the importance of food price often has its effect on consumer’s income (Walters and
Bergiel, 1989). On the other hand, brand names could create important information and key benefits
of the product, and help consumers remember it (Parry, 2001).
Literature Review
Consumer buying behavior: Consumer buying behavior involves the selection, purchase and
consumption of goods and services in order to satisfy their needs and wants. Basically, there are
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different processes involved in consumer buying behavior. Firstly, the consumers would try to find
what product and service they would like to consume, then they choose only those products or
services that give them greater benefits, and after selecting the product and service, the consumer
tends to make an estimate of the available money which they can spend. Lastly, the consumers tend
to identify the price of the product and make a decision (Kotler and Keller, 2011). Moreover, there
are other factors influencing buying behavior of the consumer such as social class, culture, personal
aspect and psychological factors. For example, firstly, culture is critical when it comes to
understanding the needs, wants and behaviors of an individual. Basically, culture is part of society
and the influence of culture on buying behavior varies from country to country. Therefore,
analyzing the culture of different groups is very important in terms of consumer buying behavior
(Schiffman and Kanuk, 2007). Visual elements of packaging in terms of graphics: Nancarrow et
al (1998) stated that graphics is the methodology of visual communication and a combination of
visual arts and typography. Mostly, the graphics is developed by marketers.
Basically, graphics contain image, layout, color and the total presentation of image communicated
to consumers. However, different consumers may observe different packaging in different ways
because when consumers learn graphics associations, it could lead the consumers to prefer a certain
graphic for certain product categories. In addition, according to Herrington & Capella (1995), when
consumers examine packages in the supermarket, the differential perception and the positioning of
the graphics can be the difference between identifying and missing the product because eye-
catching graphics could make the product stand out on the shelf and attract the consumers.
Therefore, graphics can affect through the colors and printed lines on the package on which
different signs and symbols are located. Moreover, in many situations graphics could create a
positive mood and also an important role of packaging graphics is that they could gain the attention
of consumers to the product (Silayoi & Speece, 2004).Visual elements of packaging in terms of
size/shape: Raghubir and Krishna (1999) conceptualized that size and shape combined with a
dimension and consumers trends to use it to make judgments about volume. Basically, consumers
could respond to different sizes and shapes in different ways because the effect of packaging size
and shape is stronger when product quality is hard to be clarified. Silayoi and Speece (2007) also
stated that different packaging sizes attract consumers from different involvement. For example,
some consumers find products in larger packaging as a good offer with great value for money and
this indicates that when the quality of the product is difficult to judge, the impact of packaging size
is greater because bigger packages of food products are more likely to be chosen. For example, if
consumers are not familiar with the brand of the product, the larger packaging size and shape could
be also noticed easily.Informational elements of packaging in terms of product information:
Coulson (2000) mentioned that one of the functions of packaging is to communicate product
information to consumers, which can help them in their purchase decisions carefully because
communication of information is one of the important functions of packaging. For example, it could
help consumers to make the right decision in the purchasing process and also provide the consumer
the opportunity to consider alternative products and make a choice by reading the information on
the package or product. Moreover, Ahmed and Salman (2005) conceptualized that in the food
industry, packaging is considered as a communication tool providing information on the product
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about ingredients, contents, price, cooking directions and the expiry date. Basically, the objective
of the information functions of packaging is to inform consumers about the product’s contents and
help the consumers in making their decisions carefully.
Informational elements of packaging in terms of technology: Mcllveen (1994) stated that the
informational elements of packaging in terms of technology is a combination between research
development and innovation that are more effectively packaged for the product. Basically, the
development of packaging technologies is concerned with food safety, and these technologies
could be related to improving the quality, expiration date, safety, and components of the package.
Silayoi and Speece (2004) also mentioned that the technology developed for packaging comes
from consumer behaviors. For example, working people often purchase microwavable food
packaging which is convenient and suits their lifestyle; therefore, consumers are more likely to
pay attention to packaging materials which have an impact on convenience as well as the product
itself because it could help them with their food preparation. For example, microwavable
packaging could be a good solution for consumers when they do not have enough time to prepare
their meal.
Price sensitivity: Kim et al. (1999) mentioned that price is the value of purchasing goods or
services and might be involved in consumer buying behavior and price could be an important
factor for some consumers because they are more likely to feel price sensitivity when purchasing
the product at a lower or higher price. Monroe (1971) also stated that price sensitivity is an
individual difference variable describing how individual consumers show their reactions to
changes in price levels. In addition, Kanghyun and Thanh (2011) conceptualized that price
sensitivity occurs when each consumer shows their reactions to changes in price levels. Basically,
it is the awareness of the consumers to what they observe about the cost when purchasing a
particular product or service. Normally, each customer will have a certain price acceptability
range in their mind. When customers are satisfied with the products or services, they are more
likely to buy the product again.
Brand image: Keller (2008) stated that a brand may include a symbol, name, design, or
experience that help consumers identify products and services, in addition branding could also
help consumers to reduce risk by ensuring a certain level of product quality and brand image
could create values for the product in many ways, such as by helping consumers to process
information, differentiate brands, generate reasons to buy, give positive feelings, and increase the
reliability of the product. Keller and Lehman (2006) also mentioned that a good brand image
provides important benefits to the product and company. For example, a good brand image could
help the company to reduce the costs of advertising and help the company to be ahead of the
competitors in terms of recognition. Lassar et al. (1995) also mentioned that consumer confidence
could occur with a good brand image because loyalty and trust of the consumers are more likely
to be developed through a good brand image and these lead to confidence in the consumers and
the greater the confidence they have in the brand, the more likely they are willing to pay a high
price for it. Therefore, a good brand image may give buyers confidence that it performs better
than a brand which is unknown and the feeling of confidence communicated by the brand can be
an important additional benefit to the buyer.
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Visual elements of packaging in terms of graphics, size/shape and consumer buying
behavior.
Ahmed et al. (2014) conceptualized that graphics on the package, such as color and design
play an important role in consumer buying behavior because graphics are necessary when
consumers do not have time for much consideration and the decision making process for a product.
Abdullah et al. (2013) concluded that there is a significant positive relationship between the
graphics on packaging and consumer buying behavior. Moreover, Adam and Ali (2014) stated that
consumer consumption trends increased when packages are available in larger sizes. For example,
a larger package is considered by consumers of larger families, and a smaller package for them
could be considered as a waste. Jinkarn and Suwannaporn (2015) also revealed there is a positive
relationship between the size and shape of packaging and consumer buying behavior.
Visual elements of packaging in terms of graphics, size/shape and brand image
Underwood et al. (2001) stated graphics could help consumers find the brand of their choice
and if they do not have any strong preference for a brand then graphics at least gain their attention
to consider a particular product for evaluation. Edward (2013) summarized that graphics used in
packaging have a significant relationship with brand image. According to Agariya et al.
(2013), a proper size and shape packaging can help brands in a good position in the market place
and set a brand apart from its competitors in order to get consumers’ attention easier and also can
represent an image of the brand. Orth and Malkewitz (2006) also concluded that there is a
significant positive relationship between size and shape of packaging, and brand image.
Informational elements of packaging in terms of product information, technology and brand
image.
Sial et al. (2011) stated that packaging information, such as labeling which is written on the
package or a product could contain the brand name of the product as well as the ingredients.
Moreover, a company uses packaging and labeling as a tool to attract consumers because the
consumers tend to pay more for the product which has a good brand name, compared to those
products which do not have a good brand image. Machado et al. (2012) concluded that there is
statistically significant relationship between product information and brand image. In addition,
Danaei et al. (2014) conceptualized that companies tend to create a strong brand image by
improving the quality of products as well as establishing strong brands through the packaging
technology of the product, such as ease of use, ease of handling and safety. Mahajan et al. (2013)
also mentioned that there is a significant relationship between packaging technology and brand
image.
Informational elements of packaging in terms of product information, technology and
consumer buying behavior.
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According to Deliya and Parmar (2012), the information elements on packaging include
the label indicating the brand name of the product, and information could connect consumers with
the product because the consumers feel that it is very important to consider information on a
package in order to compare quality and value. Mutsikiwa et al. (2013) concluded that there is a
significant relationship between the information on the package and consumer buying behavior.
Mahajan et al. (2013) conceptualized that packaging technology, such as innovative packaging
could add value to the product in the eyes of consumers, such as portion control, recyclability,
child-proofing, easy-open, easy-store, easy-to-carry, and non-breakability. Silayoi and Speece
(2007) also stated that there is a positive relationship between the technology of packaging and
consumer buying behavior.
Price sensitivity and brand image.
Soba and Aydin (2012) stated that when consumers have a high income level, it means that
price sensitivity of the consumers is low because consumers with a higher income prefer to buy
products at higher prices and they also think that a higher price means higher quality. Moreover,
price sensitivity of the consumers also has an impact on brand image. For example, the consumer
with a high income is more likely to purchase any product which has a good brand image. Dhurup
et al. (2013) studied about price sensitivity and brand image and found that there is an impact of
price sensitivity on brand image.
Price sensitivity, brand image and consumer buying behavior.
Diaz (2003) conceptualized that consumers’ knowledge of prices was found to be dependent
on how much importance they placed on price. For example, if the consumer comes from lower-
income households, they tend to spend less because their sensitivity to price is influenced by their
income level. Kanghyun and Thanh (2011) also mentioned that when consumers do an evaluation
on the price of the product, price sensitivity will occur. Brucks et al. (2000) summarized that there
is a relationship between price and consumer buying behavior. Sial et al. (2011) mentioned that a
good brand image enhances the value of the brand in the consumer’s mind because a good image
could increase the likeability and desirability of the product. Fianto et al. (2014) also concluded
that that brand image has a positive and significant influence on consumer buying behavior.
Research Framework
Based on three previous studies conducted by Sial et al. (2011), Karampour and
Ahnmadinejad (2014) and Silayoi and Speece (2004), the researcher developed a conceptual
framework consisting of six independent variables which are the visual elements of CP ready-to-
eat frozen food packaging in terms of graphics, the visual elements of CP ready-to-eat frozen
food packaging in terms of size/shape, the informational elements of CP ready-to-eat frozen food
packaging in terms of product information, the informational elements of CP ready-to-eat frozen
food packaging in terms of technology, price sensitivity of CP ready-to-eat frozen food, brand
image of CP ready-to-eat frozen food and consumer buying behavior as dependent variable. The
conceptual framework is shown in Figure.1.
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Figure: 1 Conceptual framework
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Research Hypotheses
H1: Visual elements of CP ready-to-eat frozen food packaging in terms of graphics and size/shape
are significantly influenced on consumer buying behavior.
H2: Visual elements of CP ready-to-eat frozen food packaging in terms of graphic and size/shape
are significantly influenced on brand image.
H3: Informational elements of CP ready-to-eat frozen food packaging in terms of product
information and technology are significantly influenced on brand image.
Packaging Elements of CP
Ready-to-eat Frozen food
Visual Elements
Graphics
Size/Shape
Informational Elements
Product Information
Technology
Brand Image of CP
ready-to-eat frozen
food
Consumer
Buying
Behavior
H1
H2
H3
Price sensitivity of CP ready-
to-eat frozen food
H5
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H4: Informational elements of CP ready-to-eat frozen food packaging in terms of product
information and technology are significantly influenced on consumer buying behavior.
H5: Price sensitivity of CP ready-to-eat frozen food is significantly influenced on brand image.
H6: Price sensitivity of CP ready-to-eat frozen food and Brand image are significantly influenced
on consumer buying behavior.
Research methodology
The researcher applied descriptive research by using survey techniques, and also the
researcher distributed the questionnaire using a self-administered techniques to collect the data
from 399 respondents in Bangkok, Thailand. The target of this study is males or females who have
experience purchasing CP ready-to-eat frozen food. The researcher collected data from CP Fresh
mart stores from three main target areas which are Fortune town, Silom and Phayathai. These three
areas are crowded because they are close to the BTS sky train and MRT subway train where many
people use as transportation during rush hours (www.google.co.th/maps/place/CP+Freshmart,
accessed the data on 22/06/2015). The questionnaire for this study was separated into two parts –
Sections A and B. Section A of the questionnaire contains questions on the demographic profile,
such as the respondents’ age, gender, education level, marital status and monthly income. Section
B of the questionnaire was based on the researcher’s conceptual framework, and the five point
Likert scale was applied for the questionnaires, and the meaning of each scale is 1 indicates
“strongly disagree”, 2 indicating “disagree”, 3 indicating “moderate”, 4 indicating “agree”, and 5
indicating “strongly agree”.
The result of this study will represent specific areas in Bangkok only. The researchers will
not be able to collect data from all the population who have purchased CP ready-to-eat frozen foods
from every CP fresh mart branches in Thailand, due to limitations of money, time and personnel;
also, the researcher used purposive sampling, quota sampling and convenience sampling to gather
the data, therefore it may not cover all answer of CP ready-to eat frozen food consumers in
Thailand. The data collection for this study took place in the month of September 2015; therefore,
the result of this study is limited to this particular time frame. In this research, the Cronbach’s Alpha
test was also done to see the reliability and consistency of variables of this research. The collected
data were treated using Descriptive and Inferential statistics. Moreover, descriptive statistics were
used in describing the parameters of the respondents and inferential statistics were used to test the
hypotheses. Multiple Regression Model and Simple Regression Model were used find out the
influences of the independent variables on the dependent variable.
Research Findings
According to the descriptive analysis of the demographic factors among 399 respondents,
it showed that a majority of respondents were mostly female, which is equal to 62.2% (248). The
highest percentage of respondents’ age mostly is between 21 to 30 years old which is equal to
48.1% (192). Most of respondents are single which is equal to 65.9%. The highest education level
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of the respondents is a Bachelor’s Degree which is equal to 84.2% (336), and the highest percentage
of respondents’ monthly income is the range of 20,000-40,000 Baht which represents 82.0% (327).
Moreover, the result of descriptive analysis of the variables revealed that the price sensitivity of CP
ready-to-eat frozen food has the lowest mean which is equal to 2.87. It means that the price
sensitivity of CP ready-to-eat frozen food does not have much influence on the buying decision of
the consumers, and it means that the consumers are not concerned with the price of CP ready-to-
eat frozen food. On the other hand, the highest mean belongs to the informational elements of CP
ready-to-eat frozen food packaging in terms of product information which is equal to 3.42, and it
means that most of the consumers mainly focus on the packaging information when making a
buying decision. For this study, the researcher made use of Multiple Linear Regression (MLR) and
Simple Linear Regression (SLR) to test the influences of the hypotheses. The research results of
Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) showed that all the null
hypotheses were rejected as the following table 1 shows the results of the hypotheses testing.
Table 1: Summary results of hypotheses testing
Variables (H1) Beta Significance Result
Visual elements of CP
ready-to-eat frozen food
packaging in terms of
Graphics and Size/shape
0.456
0.296
.000
.000
Rejected
Variables (H2) Beta Significance Result
Visual elements of CP
ready-to-eat frozen food
packaging in terms of
Graphics and Size/shape
0.147
0.423
.014
.000
Rejected
Variables (H3) Beta Significance Result
Informational elements of
CP ready-to-eat frozen
food packaging in terms of
product information and
technology
0.239
0.418
.000
.000
Rejected
Variables (H4) Beta Significance Result
Informational elements of
CP ready-to-eat frozen
food packaging in terms of
product information and
technology
0.397
0.145
.000
.000
Rejected
Variable (H5) Beta Significance Result
Price sensitivity of CP
ready-to-eat frozen food
0.382 .000 Rejected
Variables (H6) Beta Significance Result
Price sensitivity of CP
ready-to-eat frozen food
and brand image
-0.051
0.422
.142
.000
Rejected
As stated in Table 1, the visual elements of CP ready-to-eat frozen food packaging in terms
of graphics had the strongest influence on consumer buying behavior at 0.456 of beta, followed by
the brand image of CP-ready-to-eat frozen food which is influenced on consumer buying behavior
with at 0.422 of beta. In addition, the visual elements of CP ready-to-eat frozen food packaging in
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terms of size/shape had the strongest influence on brand image at 0.423 of beta, followed by the
informational elements of CP ready-to-eat frozen food packaging in terms of technology which is
influenced on brand image at 0.418 of beta. However, the price sensitivity of CP ready-to-eat frozen
food is not influenced on consumer buying behavior at -0.051 of beta respectively. Therefore, it
implies the visual elements of CP ready-to-eat frozen food packaging in terms of graphics had a
stronger influence on consumer buying behavior than the other variables.
Conclusions
The purpose of this study is to identify the factors of CP ready-to-eat frozen food packaging
on consumer buying behavior towards CP fresh mart stores, Bangkok, Thailand. There are six
independent variables which are the visual elements of packaging in terms of graphics, the visual
elements of packaging in terms of size/shape, the informational elements of packaging in terms of
product information, the informational elements in terms of technology, price sensitivity and brand
image, and one dependent variable to study is consumer buying behavior.
The data was collected from 399 questionnaires that were distributed to the respondents
when they purchased CP ready-to-eat frozen food at three selected areas of CP fresh mart stores
starting from 25 September 2015 to 7 October 2015. Basically, a majority of the respondents were
females aged between 21 to 30 years, with a bachelor’s degree, having a monthly salary in the range
of 20,000 – 40,000 THB, and they were single. For hypothesis testing, all of the six hypotheses
were analyzed by SPSS, and all of null hypotheses were rejected. As stated in table 1, the visual
elements of CP ready-to-eat frozen food packaging in terms of graphics had the strongest influence
on consumer buying behavior at 0.456 of beta coefficients, followed by the brand image of CP-
ready-to-eat frozen food which is influenced on consumer buying behavior with at 0.422 of beta
coefficients, the informational elements of CP ready-to-eat frozen food packaging in terms of
product information which is influenced on consumer buying behavior at 0.397 of beta coefficients,
the visual elements of CP ready-to-eat frozen food packaging in terms of size/shape which is
influenced on consumer buying behavior at 0.296 of beta coefficients, the informational elements
of CP ready-to-eat frozen food packaging in terms of technology which is influenced on consumer
buying behavior at 0.145 of beta coefficients. However, the price sensitivity of CP ready-to-eat
frozen food is not influenced on consumer buying behavior at -0.051 of beta coefficients
respectively.
In addition, the visual elements of CP ready-to-eat frozen food packaging in terms of
size/shape had the strongest influence on brand image at 0.423 of beta coefficients, followed by the
informational elements of CP ready-to-eat frozen food packaging in terms of technology which is
influenced on brand image at 0.418 of beta coefficients, the price sensitivity of CP ready-to-eat
frozen food is influenced on brand image at 0.382 of beta coefficients, the informational elements
of CP ready-to-eat frozen food packaging in terms of product information which is influenced on
brand image at 0.239 of beta coefficients and the visual elements of CP ready-to-eat frozen food
packaging in terms of graphics which is influenced on brand image at 0.147 of beta coefficients.
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Recommendations
Based on the results of hypotheses testing. The researcher found that the visual elements of
CP ready-to-eat frozen food packaging in terms of graphics had the strongest influence on
consumer buying behavior at 0.456 of beta coefficients which means this part of the ready-to-eat
frozen food packaging caught consumers’ attention effectively. Therefore, the researcher would
like to suggest the marketing teams of a ready-to eat frozen food companies to focus on the graphics
of the package, such as color and design. The marketing teams may compare what some of the
competitors have done with their packaging in terms of graphics. The researcher observed that the
brand image of CP-ready-to-eat frozen food had the high impact on consumer buying behavior as
well at 0.422 of beta coefficients which means that brand image plays an important role on buying
behavior of the consumers. A good brand image will help the consumers understand what the
companies’ product or service is all about, and what they can expect from the product or service.
The good brand image could get the business perceived as reliable, and this will engage the
consumers with the product. Therefore, the ready-to-eat frozen food companies need to make sure
that their products have the good brand image. The informational elements of CP ready-to-eat
frozen food packaging in terms of product information which is also influenced on consumer
buying behavior at 0.397 of beta coefficients which means consumers are more likely to consider
an information on a package in order to compare quality and the value of the products. Therefore,
the companies are supposed to come up with a clear information, and not giving too much
information on the package because it is necessary for consumers to consider nice and clear
information on the package
The researcher also found that the visual elements of CP ready-to-eat frozen food packaging
in terms of size/shape is influenced on consumer buying behavior at 0.296 of beta coefficients
which means that the consumers are concerned with the size and shape of the package. The
researcher would like to suggest that the ready-to-eat frozen food companies also need to create a
proper size and shape packaging for consumers when grabbing or holding because they are more
likely to take this function to the evaluation of the brand of the product. Therefore, a proper size
and shape of the package can help brands in a good position in the market and set a brand apart
from its competitors. Lastly, the technology of packaging is influenced on consumer buying
behavior at 0.145 of beta coefficients which means the technology of packaging such as innovative
packaging can never be ignored. The researcher would like to suggest that the companies also need
to focus on research and development of packaging because innovative packaging with
recyclability, un-breakability, microwavable and so on could add value to ready-to-eat frozen foods
and result in companies brand to have a good image.
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