Documente Academic
Documente Profesional
Documente Cultură
CHAPTER 1
A. INTRODUCTION
graphics, colors, and fonts that are used on wrapping. Like any
sight.
growing into competitive markets for packaged food products. Visual packaging
design elements lay a major role representing the product for consumers. Elements
can contribute to the brand in a way that is proven to boost sales. It has expert
knowledge of package design from beginning to end: Defining your target market,
design, production and printing. The role of packaging has evolved from the
packaging in buying places and its effects to the consumer buying behavior. In this
facts, expiration date and functional requirement, size, attention drawing power,
quality impression and brand name readability are justified to calculate the
behavior of the residents of Sta. Rosa, Laguna since it is the city where there are
validated with the consuming public of the city of Santa Rosa. Moreover, the
influences the consumers of the city of Sta. Rosa in establishing brand loyalty if
there are any other aspect that are primarily influenced by the socio-economic
condition. As the researchers observed the public in the city of Sta. Rosa, they also
LABAS SENIOR HIGH SCHOOL-STAND ALONE
ACCOUNTANCY BUSINESS AND MANAGEMENT
found out if indeed product packaging has any impact in consumer’s decision in the
The packaging industry is an ancient industry that has been around since the
early days of man. Packaging in some form or another has always been around to
assist people in the transporting, storing and protecting a variety of items. In 1823,
Englishman Peter Durand obtained the patent for the first metal packaging made
from sheet metal. Paper and cardboard have become important packaging materials
material. General use of plastics in packaging applications has started after World
War II. In the beginning, it replaced the wax paper used in bread packaging. The
growth in plastic packaging has sped up since 1970’s. With today’s technology and
conditions, these previous materials have been replaced by more suitable and
economic materials such as glass, metal, plastics, paper and cardboard. Meanwhile
packaging, as we know today, is the result of a long development process. The very
first people roam the earth, back in depths of pre-history, sought to conserve the sur
plus food collected during hunting, fishing and food gathering for the longest
possible time, to be prepared for any future food shortages. In the middle ages,
wooden bottles became the most frequently used way of preserving goods. They
were used for storing all kinds of solids and liquids, protecting them from light,
This study may serve as a guide for the ABM students undertaking similar studies.
The manufacturers will be able to gain insights on how consumer give attention on
packaging design and to improve their packaging design.
This study can make the household shoppers patronize more the product because
of the packaging design used.
This study will be an effective tool and reference for the future researchers that will
do the same study.
Overall, this research study will aid LSHS Santa Rosa itself: the ABM students,
manufacturers, household shoppers, and future researchers in giving a standard and
coincided way of making their work accessible.
1.1 Age
1.2 Gender
LABAS SENIOR HIGH SCHOOL-STAND ALONE
ACCOUNTANCY BUSINESS AND MANAGEMENT
2. How effective are the packaging design on the consumer buying behavior of selected household
shoppers?
3. To what extent do the elements of packaging influence the consumer buying behavior in terms of?
E. HYPOTHESIS
The packaging design is not effective on the consumer buying behavior of selected
household shoppers in the city of santa rosa laguna.
F. THEORETICAL FRAMEWORK
G. CONCEPTUAL FRAMEWORK
The conceptual framework discusses the flow of study to be taken. The study used the
system approach. The system of the three frames is composed of input, which goes to the
process and come out as the output.
LABAS SENIOR HIGH SCHOOL-STAND ALONE
ACCOUNTANCY BUSINESS AND MANAGEMENT
H. DEFINITION OF TERMS
The following terms are used in the study as define of the authorative sources
for the convenience of the readers to easily understand the study.
Expiration date- refers to the date on which when a product becomes legally
un-sellable and should be pulled off the shelves of its seller.
CHAPTER 2
Philip Kotler (2009) states that the final purchase decision may be ‘disrupted’ by two
factors: negative feedback from other customers and the level of motivation to
accept the feedback. For example, having gone through the previous three stages,
a customer chooses to buy a new telescope. However, because his very good
friend, a keen astronomer, gives him negative feedback, he will then be bound to
change his preference. Furthermore, the decision may be disrupted due to
unforeseen situations such as a sudden job loss or relocation. In brief, customers
will compare products with their previous expectations and will be either satisfied or
dissatisfied. Therefore, these stages are critical in retaining customers. This can
greatly affect the decision process for similar purchases from the same company in
the future, having a knock-on effect at the information search stage and evaluation
of alternatives stage. If your customer is satisfied, this will result in brand loyalty,
and the Information search and Evaluation of alternative stages will often be fast-
tracked or skipped altogether.
Gonzales (2007) said that the primary function of packaging is to protect the product
against potential damage while transporting, storing, selling and exploiting a
product. Gonzales mentioned that consequently the role of package in marketing
communications increases: it must attracts consumer's attention and transmit
adequate value of product to the consumer in the short period right in the place of
sale. Therefore, there is a necessity to explore the package and it's element in more
details, in order to understand which of these elements are the most important for a
consumer purchase decision.
LABAS SENIOR HIGH SCHOOL-STAND ALONE
ACCOUNTANCY BUSINESS AND MANAGEMENT