Effect Of Product Packaging On Consumer"S Brand Preference: The Case Of Selected Bottled Water Products In Chiro Town

The purpose of this study was to investigate the effects of packaging elements (Packaging graphics and color, packaging size and shape, packaging innovation, and printed product information) on consumer brand preference for packed natural mineral water product in Chiro city. This study included brands of mineral water such as: Yes mineral water, Aqu Addis mineral water, Sheger Mineral water, Africa and Top Mineral water. By taking the research objectives in to considerations, only quantitative research approach and descriptive research design was used. The study was delimited to non- probability convenience sampling techniques. Quantitative data was collected using a structured questionnaire which was developed and distributed to sampled consumers of packed natural mineral water products in study area. In addressing the research questions the study considered the total consumers of bottled drinking water as respondents and determined sample size of 384 respondents for this study. Data collected from offices, shops, kiosks, mini-markets, and super markets, using questionnaires that were distributed to randomly selected respondents. The collected data was analyzed using descriptive analysis, correlation, and multiple regressions, methods of analysis. The study found out that there is a positive and significant correlation between packaging printed product information and consumer brand preference. However, the rest of the packaging characteristics have no significant correlation with consumer brand preference. Therefore, the regression analysis showed that printed product information has significant effect on consumer brand preference of packed water product. Based on the result of the study it is recommended that natural mineral water product companies should pay much attention specifically for product information and innovation packaging. The researcher also recommends that management of the companies has to improve sourcing strategies of the companies.