The Impact of Packaging Identity Design on Customer's Buying Decision: A Case Study of a Community Enterprise in A Developing Economy

Abstract

The objectives of this research were: 1) To study the problems and needs in design of bamboo odor-absorbing charcoal packaging. 2) To design the identity on bamboo odor-absorbing charcoal packaging and, 3) To study the influence of personal factors on packaging identity on the decision to purchase bamboo odor absorbing charcoal, using a sample of 104 people together with research tools including, unstructured interviews and questionnaires. The results showed that bamboo odor absorbing charcoal packaging was not suitable for distribution and transportation. Therefore, in this research it was designed in 4 different forms based on its intended usage and characteristics. The aim was to create a structure packaging that is functional, appropriately sized, and easy to arrange for distribution and transportation. The graphic pattern used in the packaging design was the Bunnak flower woven fabric, a local handicraft from Phichit Province Thailand, to be redesigned as the background on the packaging by using the Bunnak flower, which is the flower of Phichit Provincial tree, combined with illustrations that showing odor-absorbing charcoal. The results reveal that, personal factors on packaging identity such as gender, age, education and income, have a significant influence on purchasing decisions regarding odor-absorbing charcoal, significance at a level of 0.05. However, the personal’s occupation factor does not significantly influence purchasing decisions at the 0.05 level. Different personal factors, including gender, age, occupation, education, and income, are prime determinants in driving the purchase of these products.