Effects of packaging on millennials’ buying behaviour towards food products in fmcg sector in ho chi

GRADUATION THESIS

EFFECTS OF PACKAGING ON MILLENNIALS’

BUYING BEHAVIOUR TOWARDS FOOD

PRODUCTS IN FMCG SECTOR IN HO CHI MINH

CITY

Ho Chi Minh City, May 2020

TABLE OF CONTENTS

CHAPTER 1: INTRODUCTION..............................................................................1

1.1. Rationale of the research..............................................................................1

1.2. An overview of related research..................................................................3

1.2.1. International research...............................................................................3

1.2.2. Domestic research....................................................................................8

1.3. Research aims and research objectives.......................................................9

1.3.1. Research aims..........................................................................................9

1.3.2. Research objectives.................................................................................9

1.3.2 Research scope.......................................................................................10

1.4. Research questions.....................................................................................10

1.5. Research methodology................................................................................10

1.5.1. Collecting data.......................................................................................10

1.5.2. Analyzing data.......................................................................................11

1.6. Contribution of the research......................................................................11

1.7. Research structure......................................................................................12

SUMMARY OF CHAPTER 1..............................................................................13

CHAPTER 2: LITERATURE REVIEW.............................................................14

2.1. Theoretical basis of food products in FMCG sector................................14

2.1.1. Definition of food products in FMCG sector.........................................14

2.1.2. Overview of FMCG and packaged food market in Viet Nam................15

2.2. Theoretical basis of millennials’ buying behavior....................................16

2.2.1. Definition of consumer buying behavior...............................................16

2.2.2. Factors affecting consumer buying behavior.........................................17

2.2.3. Millennials’ buying behavior.................................................................18

2.3. Theoretical basis of product packaging....................................................20

2.3.1. Definition product packaging................................................................20

2.3.2. History and innovation of product packaging........................................21

2.3.3. Functions of product packaging.............................................................23

2.4. Theoretical basis for elements of packaging.............................................25

2.4.1. Packaging material.................................................................................25

2.4.2. Packaging color.....................................................................................27

2.4.3. Packaging size and shape.......................................................................29

2.4.4. Graphics.................................................................................................30

2.4.5. Label information..................................................................................31

2.5. Research model and research hypothesis.................................................33

2.5.1. Research model......................................................................................33

2.5.2. Research hypothesis...............................................................................34

SUMMARY OF CHAPTER 2..............................................................................34

CHAPTER 3: RESEARCH METHODOLOGY.................................................36