June 1, 2018 Thesis Open Access

SHEREMEKA SHEBETA

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{
  "DOI": "10.20372/nadre:4320", 
  "author": [
    {
      "family": "SHEREMEKA SHEBETA"
    }
  ], 
  "issued": {
    "date-parts": [
      [
        2018, 
        6, 
        1
      ]
    ]
  }, 
  "abstract": "<p>Due to increasing self-service and changing consumers&rsquo; lifestyle the interest in packaging as a tool of sales promotion and stimulator of impulsive buying decision is growing increasingly. So packaging performs an important role in marketing communications, especially in the point of sale and could be treated as one of the most important factors influencing consumer&rsquo;s purchase decision. Many consumers today shop under higher levels of perceived time pressure and tend to purchase fewer products than intended (Herrington and Capella, 1995; Silayoi and Speece, 2004). Products purchased during shopping excursions often appear to be chosen without prior planning and represent an impulse buying event (Hausman, 2000). A package that attracts consumers at the point of sale will help them make decisions quickly in-store. As the customer&rsquo;s eye movement tracks across a display of packages, different new packages can be noticed against the competitors. Hence, the research findings could provide how important the packaging elements are to consumers to make decisions at the point of purchase &amp; to marketers how they attract consumers at the point of sale. The purpose of this paper was to investigate the effect of packaging on purchase decision of consumers in Addis Ababa, the case of Yami Mango Juice. one of frequently purchased products in supermarkets</p>", 
  "title": "THE EFFECT OF PACKAGING ON CONSUMERS PURCHASE DECISION IN ADDIS ABABA, THE CASE OF YAMI MANGO JUICE", 
  "type": "thesis", 
  "id": "4320"
}