Pitchayawee Thitijaruschai Impacts of Packaging Design and Online Marketing Communication on Customer Decision-Making for Brownies of Triple J Bakery Brand

Abstract

DOI :  10.14456/pnuhuso.2024.1      

       This research aims to: 1) design packaging for Triple J Bakery brownie products, 2) study the influence of packaging design and online marketing communications on the purchase decision of Triple J Bakery brownies, and 3) compare customers’ decision to buy brownies from Triple J Bakery, categorized by personal factors. The sample consisted of 400 customers who purchased brownies from Triple J Bakery. Questionnaires were employed as a data collection tool, and the obtained data were analyzed using statistical techniques,  including frequencies, percentages, means, standard deviations, t-test, F-test and multiple regression analysis. The qualitative results of the research indicate that Packaging A (a brown    box with distinctive decorative patterns) was chosen as the preferred packaging sample by   packaging specialists and highly experienced professionals in the field of packaging. Meanwhile, the quantitative findings indicate that packaging design and online marketing  communications have predictive power in influencing customers' decisions to purchase   brownie products from Triple J Bakery, with a predictive capability of 44.9 percent. However,  customers of varying ages and marital statuses show different purchase behaviors for Triple J Bakery brownies, and these differences are statistically significant at a significance level of 0.05.