The Influence of Surface Design Elements on Millennial Consumers’ Preference and Purchase Intentions of New Tuzo Yoghurt in Nairobi.
Abstract
The millennial purchasing behavior has been scrutinized by researchers, both in academic and
in practice. However, little studies have been done on the subject of how packaging surface
design influence millennials perception and purchase intentions. The ambition of this research
was to determine how packaging surface design influence millennial consumer’s perception
and purchase intention of the new Tuzo yoghurt within Nairobi estates. More particularly, the
study was led by three main objectives: 1) To determine how the new Tuzo yoghurt packaging
surface design layout had influenced millennials perception and purchase intention, 2) To
explore the influence of the new Tuzo yoghurt surface design color combination had on
millennials preference and purchase intention, and 3) To determine how the use of fruit image
on the new Tuzo yoghurt packaging surface design had influenced millennials preference and
purchase intention.
The study utilized a descriptive research design and used the randomization technique to ensure
that samples were determined in a way that they represented the residents. For this particular
study, probability sampling was most preferred. The respondents were chosen within the three
wards. The target population consisted of people from within Nairobi. A sample size of 100
millennial respondents of 50 males and 50 females within the ages of 22 – 40 years living in
estates within the identified wards were selected, whom upon request of email or WhatsApp
number were furnished with google form questionnaires link.
Connections were made on how different elements of surface design influenced millennials.
These particulars were analyzed to understand the relationship between the surface design
elements and their effects on millennials preference and purchase intent of Tuzo yoghurt. Data
analysis was done using descriptive statistics utilizing percentage, frequency, with tables
including figures providing pictorial representation of the data.
From the study, packaging elements; color, image and layout design had a great influence on
millennial consumer purchase intent of Tuzo yoghurt. The study concluded that the new
packaging had the most appeal in terms of surface design preference, purchase consideration
and the fruit image appeal. In addition, it was concluded that the millennials were first attracted
by the packaging surface design color combination, then they were drawn in by the image and
finally they validated the product by the name. This meant that a good color combination and
vi
the use of imagery on surface design of packaging is key to attracting the attention of
millennials.
The study concluded that the change of Tuzo packaging surface design color combination had
a positive influence on millennials preference and purchase intentions. The findings also
explained that realistic photo image on the packaging surface was most preferred by millennials
since they are a realistic representation of the product flavor.
A prominent recommendation originating from this paper is that the use of photo imagery plays
a key role in influencing millennial consumers and therefore should be prioritized and used on
the packaging surface, in addition the selection of color should be decided according to the the
nature of the product being contained, and any other additional colors should be
complimentary. The study also recommended further academic research into how surface
design increases value perception of products.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
- School of Business [1387]
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