Influence of sport product packaging on consumer decision making at MTG Fightgear in Bangkok, Thailand

Abstract

The business in the modern era faces many challenges to sustain sales and the growing number of competitors in the markets result in the business to imply different strategies to remain competitive in the market. Therefore, the traditional purpose of packaging has modified from just to protect and transport product to the tool of the promotion, to enhance the revenue capacity of the business. The package has become the tool of promotion which influences the consumer decision making process. This study is conducted with the aim to evaluate the packaging influence to the consumer decision making process and by dividing the packaging into three categories which influences the consumer decision making process. To explore the packaging influence on the consumer decision making, the packaging is divided into three factors, which are, attribute, design, and material of the packaging. Each identified factor is further divided into sub-factor, such as, the font style, colour, written information, makes the package attribute and the modernization of design, illustrations, uniqueness of design makes the package design and lastly the quality of material and eco-friendly material are sub factors of Package material. The objective of the research is to find out impact of packaging and its influence on consumer decision making. To understand the packaging influence of the identified factors on consumer decision making process, the researcher select the quantitative approach to conduct the research. The measuring tool, questionnaire, is created and distributed to the consumer of the current members of MTG fightgear to complete questionnaires. The target population of the research is 1870 and the sample taken for pilot study is 40 and the main sample is calculated using Yamane (1973) equation as 328. A statistical software was used to analyze the data and it includes descriptive and regression analysis. As per the result from the collected data and using the mixed regression analysis to conclude that all the factors have positive influence on packaging and it has an influence on the consumer decision making process. Lastly, there are some recommendation for business, such to continuous invest on packaging attribute, create unique and different packaging, and use the green packaging to target the green consumer.