The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long's Packaged Tea Products

Abstract

This research aimed to examine the effects of product packaging on purchase intention through the mediating role of brand image, with the example of Phuc Long’s packaged tea products. Quantitative approach is applied with the sample size of 410 consumers living in Ho Chi Minh City (HCMC), Vietnam. The results showed that packaging font, picture, shape and color have direct and indirect associations with purchase intention whereas product information, ease of use and handle have indirect ones. However, material and size do not have any influences. Suggestions are given to develop a differentiated packaged for tea products by: (1) using eye-catching pictures and (2) vivid colors, (3) designing a good packaging shape, (4) carefully choosing the amount of product information, and (5) designing an easy-handling, or –opening and –closing, or –disposing package.