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The Influence of Package Graphics and Colour Attributes On Consumers’ Buying Behaviour In Kenya

机译：包装图形和颜色属性对肯尼亚消费者购买行为的影响

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Understanding consumer buying behaviour and their preference to product attributes has become a key success factor in contemporary competitive and rapid changing business environment. Consumer are now more discerning and individualistic requiring marketers to gain insights into their buying behaviour especially the attitude they have towards product innovation especially packaging. The general objective of the study was to determine the effect of packaging attributes on consumer’s buying behaviour of packaged foods in Kenya. This paper discusses the research findings on the influence of packaged food graphics and colour attributes on consumers’ buying behaviour in Kenya. The study was supported by the Theory of Reasoned Action, the Howard-Sheth Model and Kano’s Theory of Attractive Quality. Descriptive and explanatory research designs were used and a sample of 385 shoppers from three supermarkets in Nairobi was selected randomly while data was collected using structured questionnaires. The selection of supermarkets was based on judgmental sampling in which location and foot traffic was considered. Data was analysed using descriptive statistics in the form of mean, percentages and standard deviations, and inferential statistics in the form of correlation tests and regression analysis. The study found a statistically significant relationship between the attributes of graphics and colour and consumer’s buying behaviour. The study recommends that food manufacturers understand consumer response to their packages, and integrate the inputs into designing the best packaging styles. This can be achieved by involving consumers in the process of packaging so that the right decisions are made without making any assumption regarding the final packaging of food products. This study is beneficial to new and existing food product manufacturers in coming up with strategies and in development of product packaging.
机译：在当代竞争激烈且瞬息万变的商业环境中，了解消费者的购买行为及其对产品属性的偏好已成为成功的关键因素。现在，消费者越来越具有洞察力和个性主义，要求营销人员深入了解其购买行为，尤其是他们对产品创新（尤其是包装）的态度。该研究的总体目标是确定包装属性对肯尼亚消费者购买包装食品的行为的影响。本文讨论了关于包装食品图形和颜色属性对肯尼亚消费者购买行为的影响的研究发现。这项研究得到了理性行动理论，霍华德-谢思模型和卡诺的吸引人质量理论的支持。使用描述性和解释性研究设计，随机抽取内罗毕三个超市的385名购物者作为样本，同时使用结构化问卷收集数据。超市的选择是基于对位置和人流进行考虑的判断性抽样。数据使用均值，百分比和标准差形式的描述性统计数据进行分析，以相关检验和回归分析的形式进行推断统计数据进行分析。该研究发现，图形和颜色的属性与消费者的购买行为之间存在统计学上的显着关系。该研究建议食品制造商了解消费者对其包装的反应，并将输入的信息整合到设计最佳包装样式中。这可以通过让消费者参与包装过程来实现，从而做出正确的决定而无需对食品的最终包装做任何假设。这项研究对新老食品生产商提出战略和开发产品包装非常有帮助。

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