A Analysis of Design Elements on Soda Drink Packaging In Influencing Youth Consumer Purchase Decision
DOI:
https://doi.org/10.24191/idealogy.v10i2.793Abstract
The development of the Fast-Moving Consumer Goods (FMCG) sector shows a high upward trend and is growing rapidly. There are many brands of products for this sector in the market and it creates a great competition. Young generations are seen as target consumers who contribute to this sector. Packaging design is one of the important elements that contribute to an effective marketing strategy. Therefore, this study which focuses on soda drinks was conducted to analyze what elements of design are most effective in influencing the decision of young consumers in the decision to buy soda drinks. The data was collected using content analysis and questionnaire surveys. The analysis shows that youth consumers are very influenced with the elements of design that are used for the design of cans or bottles of soda drinks. The color and imagery are two important elements that influence the decision of youth consumers to purchase soda drinks. The result of this study provides important insight to soda drink product brands concerning the need to adopt appropriate elements of design for their packaging designs that target young consumers.
Keywords: Packaging, Element of Design, Youth Purchase Behavior
References
Aaker, D. A. (2012). Building Strong Brands. Simon and Schuster.
Abdulkarim, J. (2018). Creativity, bravery and the need for agencies to adapt to the challenge of technology. Journal of Communication Management, 22(4), 490–493. https://doi.org/10.1108/JCOM-06-2018-0053
Asst. Prof. PhD. Mustafa Ozkan (2017), Generation Z - The Global Market’s New Consumers- And Their Consumption Habits: Generation Z Consumption Scale DOI:10.26417/ejms.v5i1.p150-157
Azka Belliza, Nurrani Kusumawati (2024, July 24). The Influence of Visual Attributes in Packaging Design on Generation Z’s Dessert Snack Purchasing Decision. https://doi.org/10.58229/jcsam.v2i1.175
Babayev, F., & Balajayeva, T. (2023). Ways of Increasing The Competitiveness of Food Industry Enterprises. International Journal of Innovative Technologies in Economy, 4(44). https://doi.org/10.31435/rsglobal_ijite/30122023/8069
Brand Creative Courage: its importance in brand communication. (2023). Universidade Católica Portuguesa. http://hdl.handle.net/10400.14/42562 Chenyang Ren, Tengku Fauzan Tengku Anuar (2024, Mar 10). Packaging’s Impact on Consumer
Purchase Intention: A Comprehensive Review. Vol. 7 No. 24 (2024): Volume: 7 Issues: 24 [March, 2024] Ekaterina Grigoreva, Liliya Garifova, Elvira Anasovna Polovkina (2021, Jan 11). Consumer Behavior in the Information Economy: Generation Z. DOI: https://doi.org/10.5430/ijfr.v12n2p164
Farida, I., Setiawan, D. Business Strategies and Competitive Advantage: The Role of Performance
and Innovation. J. Open Innov. Technol. Mark. Complex. 2022, 8, 163.
= https://doi.org/10.3390/joitmc8030163.
Grant, J. (2011). The Brand Innovation Manifesto: How to Build Brands, Redefine Markets and Defy Conventions. John Wiley & Sons. https://www.staffany.my/blog/current-issues-in-food-and-beverage-industry-in-malaysia/
Ian Spero Merlin Stone, (2004),"Agents of change: how young consumers are changing the world of marketing", Qualitative Market Research: An International Journal, Vol. 7 Iss 2 pp. 153 - 159 http://dx.doi.org/10.1108/13522750410530057
Ivanov, M., & Filipskyi, R. (2023b). PSYCHOLOGY OF PERCEPTION OF PACKAGING BY CONSUMERS. Actual Problems of Economics, 1(267), 57–65. https://doi.org/10.32752/1993-6788-2023-1-267-57-65
Kwame Agyeman-Budu, Desmond A. Komashie (2024, Oct 25). Effects of Packaging on Consumer Buying Decision: A Study of African Black Soap (Alata Samina). DOI : https://doi.org/10.38124/ijisrt/IJISRT24SEP518
Liat, C. B., & Wuan, Y. S. (2014). Factors influencing consumers’ online purchase intention: A study among university students in Malaysia. International Journal of Liberal Arts and Social Science, 2(8), 121-133
Lixin, G. (2024, January 4). The young lead new trends in the consumption market. Asia News Network. https://asianews.network/the-young-lead-new-trends-in-consumption-market/
Ngoi, Zhong Sheng and Lee, Odelia (2020). The influence of packaging design elements upon consumer buying behaviour among young adults towards food products - UTAR Institutional Repository. (n.d.). http://eprints.utar.edu.my/id/eprint/4022
Nirdesh Singh (2024, May 02). Impact of Packaging Design on Consumer Purchasing Decisions. DOI:10.55041/IJSREM32740
Nur Lailah, Herlinda Maya Kumala Sari (2024, May 03). Unraveling Consumer Behavior Dynamics in Beverage Marketing. DOI:10.21070/ijler.v19i2.1115
Rahman, P. N. a. A., Harun, R., & Johari, N. R. (2020). The effect of packaging design elements on youth purchase intention of junk food. JBMP (Jurnal Bisnis Manajemen Dan Perbankan), 6(1), 25–38. https://doi.org/10.21070/jbmp.v6i1.442
Rita Kuvykaite1, Aist Dovaliene2, Laura Navickiene (2009). Impact Of Package Elements On Consumer Purchase Decision ISSN 1822-6515 ISSN 1822-6515 EKONOMIKA IR VADYBA: 2009. 14
Jafari, S., Nia, M. S., & Salehi, M. (2013). Influence of packages on consumer behavior. Deleted Journal, 2(6), 65–71. https://doi.org/10.12816/0002292
Siripuk Ritnamkam, Nopadon Sahachaisaeree (2017, Jan 01). Young Purchasers’ Buying Decision: Cosmetic Packaging on Gender Distinction. https://doi.org/10.21834/jabs.v2i2.180
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions. British Food Journal, 106(8), 607–628. https://doi.org/10.1108/00070700410553602
Sunil Kumar Yadav (2024, Apr 30). The influence of Packaging on Consumer Perception. DOI:10.55041/IJSREM32315
Alervall, V., & Saied, J. S. (2013). Perspectives on the Elements of Packaging Design : A qualitative study on the communication of packaging. Perspectives on the Elements of Packaging Design. http://www.diva-portal.org/smash/record.jsf?pid=diva2:830523
V. R. F. Muniz, Isabela Sampaio Ribeiro (2023, Jul 21). The Impact of Color on Food Choice. DOI:10.1590/1981-6723.08822
Xu Yuk Yung (2023, Dec 28). The Positive Role of Packaging in Consumer Behavior. DOI:10.54254/2754-1169/63/20231445
Yeo, S. F., Tan, C. L., Lim, K. B., Leong, I., & Lee, M. Y. (2018). Physical store purchase intention: The Study Of Comics Books In Malaysia. Global Business and Management Research: An International Journal, 10(3), 1035-1047
Young Consumer Market in 2025: Must-Know Trends for Brands — Opeepl. (n.d.). Opeepl.
https://www.opeepl.com/blog/the-youth-market-in-2025-must-know-trends-for-brands
Published
Issue
Section
License
Copyright (c) 2025 UiTM Press
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
UiTM Press (the Publisher) has agreed to publish the undersigned author’s paper in Idealogy Journal. The agreement is contingent upon the fulfilment of a number of requirements listed below.
1. The undersigned author warrants that the paper entitled below is original, that it is not in any way libellous or unlawful in Malaysia, that it does not infringe any copyright or other proprietary right. The undersigned hereby represents and warrants that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to sign and execute this agreement.
2. The undersigned author warrants that the paper entitled below has not been published elsewhere, and also it will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. By submitting the paper entitled below, the undersigned author agrees to transfer the rights to publish and distribute the paper in an international e-journal (entitled above) to Publisher.
4. The undersigned author agrees to make a reasonable effort to conform to Publisher's submission guidelines and to liaise with the editor to ensure that the requirements of these guidelines are met to a reasonable degree.
5. The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all coauthors. This agreement is to be signed by at least one of the authors who has obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
