THE IMPACT OF PACKAGING COLOR ON CONSUMER DECISION MAKING CASE STUDY: POCKY STICK BISCUIT

Abstract

Abstract: The consumer behavior is a disputatious and challenging issue and involves the individuals and whatever the buy, why and how they buy, marketing mixed and market. Consumer behavior is a very interesting field to study. Since it is consumers who buy goods and services, they can use their daily experience in order to perceive the concepts and theories of this field. The aim of this study is to analyze the consumer behavior regarding the impact of color packaging on Pocky Biscuit Stick in Manado. This research is a causal type of research, which uses primary data obtained through questionnaire and uses Multiple Regression Analysis. The population in this research is all the customer who ever buy Pocky Biscuit Stick with sample size of 100 customers. The results of this study showed that Design, Culture, Emotion, and Quality as the independent variable simultaneously affect Consumer Behavior as the dependent variable. Related with the findings there are recommendations for Pocky Biscuit Stick company to be a consideration.

Keywords: color packaging, design, culture, emotion, quality, multiple regression analysis.