— This research was conducted to identify the direct impact of product packaging design factors to consumer repurchase intention as well as the indirect association of these factors to the repurchase intention through two terms of brand awareness: brand recognition and brand recall. Quantitative method was applied with the sample size of 293 respondents who were Vinamilk users living in Ho Chi Minh City. The results demonstrated that in order to attain high level of consumer repurchase intention, board of management of Vinamilk should: a) mitigate the number of colors applying on the packages, b) create unique fonts and use recycle materials for the packages, and c) introduce products with easy-to-store and differentiated shapes. Furthermore, this study found out empirical evidence that brand recognition and brand recall could predict the consumer ‘repurchase intention’ level. On the other hand, colorful packages, packaging materials and fonts, and packaging shapes indirectly affected on the repurchase intention.
— Repurchase intention, brand recognition, brand recall, packaging design.
The authors are with the School of Business, International University- VNU-HCM, Vietnam (e-mail: firstname.lastname@example.org, email@example.com).
Cite: Mai Ngoc Khuong and Tang My Hong, " The Impact of Product Packaging Design on Consumer Repurchase Intention — A Study of VinaMilk, Vietnam," International Journal of Innovation, Management and Technology vol. 7, no. 5, pp. 页, 2016.