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.