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|Title: ||Study of Visual Packing Design, Perceived Quality, and Perceived Value of Organic Foods on Brand Preference of Young Chinese Consumers|
|Authors: ||Weidong Lin|
|Keywords: ||Organic Food|
Visual Packaging Design
|Issue Date: ||2019|
|Publisher: ||Bangkok University|
|Abstract: ||The purpose of this research is to study about the relationship among Chinese young consumers' attitudes toward visual packaging design of organic food product, their perceived quality of organic food product, their perceived value of organic food product, and their brand preferences of organic food product. The data was collected from 385 questionnaires from 18-30 year-old respondents, collected from four biggest Chinese cities Beijing, Shanghai, Guangzhou, and Shenzhen. This research uses quantitative research, include using descriptive statistics to show biographic data of respondents and their purchase behavior of organic food products, and using simple linear regression and multiple linear regression to test hypothesis.
The descriptive statistics of demographic data showed that the majority respondents are female, most respondents are 23-26 years old, most respondents have bachelor’s degree, most respondents’ occupation is student, and most respondents have monthly income under 3,000 Yuan. The descriptive statistics of purchase behavior showed that most respondents purchase organic food product 2-4 times per month or ≤ 1 time per month, the most frequently purchased organic food products are organic agricultural product and organic milk product, most respondents spent less than 100 Yuan for each purchase, most respondents purchase from supermarket, and that most respondents sometimes will choose same brand, sometimes will choose different brands.
The hypothesis testing results showed that for Chinese young consumers, attitude toward visual packaging design linearly affect perceived quality of organic food, attitude toward visual packaging design linearly affect brand preference of organic food, perceived quality linearly affect perceived value of organic food, perceived quality linearly affect brand preference of organic food, perceived value linearly affect brand preference of organic food, and also showed that attitude toward visual packaging design, perceived quality and perceived value jointly linearly affect brand preference of organic food.|
|Description: ||Independent Study (M.B.A.)--Graduate School, Bangkok University, 2019|
Food container industry
|Advisor(s): ||Lokweetpun Suprawan|
|Appears in Collections:||Independent Studies - Master|
Independent Studies - Master
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