The Effects Of Packaging Characteristics On Consumer Brand Preference The Case Of Soft Drink Products In Ethiopia

This study was carried out with the intention of examining the effects of packaging characteristics (Packaging graphics and color, packaging size and shape, printed product information, and packaging innovation) on the consumer brand preference of soft drink products in Ethiopia. For this study, accessible population of 370 soft drink consumers were selected based on convenience sampling. A structured questionnaire was used to collect primary data form respondents using google form. Quantitative research design was used and data analysis mainly took place in Microsoft excel and SPSS 25.0 through multiple regression analysis test hypothesized causal relationships. The study found out that there is a positive and significant correlation between all packaging characteristics and consumer brand preference. However, the result of the regression analysis showed that packaging size and shape have the most significant effect, on consumer brand preference of soft drink products followed by packaging innovation and printed product information respectively. Implications for marketing practitioners are delineated in the thesis

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