Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No.

I | November 2019
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A Comparative Analysis Between Packaging Characteristics and Consumer Brand Preference of
Accountancy, Business nad Management (ABM) Track Students of Lyceum of the Philippines University
Cavite Academic Year 2019-2020.
Michael Daniel G. Hernandez, Juan Carlos B. Torres, Joyce B. Cabardo, Felicity Godwin C. Cabatbat
Lyceum of the Philippines University- Cavite
michael.hernandez@lpunetwork.edu.ph juan.torres@lpunetwork.edu.ph joyce.cabardo@lpunetwork.edu.ph
felicity.cabatbat@lpunetwork.edu.ph

Abstract –A business is defined as an organization or enterprising entity engaged in commercial,

industrial, or professional activities. Businesses can be for-profit entities or non-profit organizations that
operate to fulfil a charitable mission or further a social cause. The term business also refers to the
organized efforts and activities of individuals to produce and sell goods and services for profit. Businesses
range in scale from a sole proprietorship to an international corporation. Packaging design is the
connection of form, structure, materials, colour, imagery, typography, and regulatory information with
ancillary design elements to make a product suitable for marketing. The goal of a packaging design is to
meet marketing objectives by distinctively communicating a consumer product's personality or function and
generating a sale. Brand preference is when you choose a specific company's product or service when you
have other, equally priced and available options. Brand preference is a reflection of customer loyalty,
successful marketing tactics, and brand strengths. This is also defined as defined as the subjective tastes of
individual consumers, measured by their satisfaction with those items after they've purchased them. This
satisfaction is often referred to as utility. Both of them are used as a marketing strategy, A marketing strategy
refers to a business's overall game plan for reaching prospective consumers and turning them into customers
of the products or services the business provides. This is a long-term, forward-looking approach and an
overall game plan of any organization or any business with the fundamental goal of achieving a sustainable
competitive advantage by understanding the needs and want of customers.

Keywords – Packaging design, consumer brand preference, marketing strategy

INTRODUCTION performs an important role in marketing and

A business is characterized as an association or
ambitious element occupied with business, modern, or
expert exercises. The term business also refers to the
organized efforts and activities of individuals to create
and sell merchandise and services for benefit.
Organisations extend in scale from a sole ownership to
a worldwide enterprise. Business is also a way to earn
profit. Profit is the money that a business earns above
what it costs to produce and sell goods and services.
Profit compels producers to take necessary steps to
improve not only the product qualities but also the
appearance.
Every individual or firm has the rights to
produce and sell goods according to their own will.
Every producers will try his best to hook the
consumers attention by emphasizing qualities of the
products among the other similar products, hence they
will use a multiple packaging style so specific brands
will be distinguished among the others. Packaging
empowering or even once in a while discouraging the
customer from purchasing an item, particularly at the
point of sale or when a shopper is looking over among
changed brands of comparable items type. This could
be treated as one of the most significant factor
affecting a buyer's buy choice. [Ahmad, Nawaz and
Billoo, Mohib and Lakhan, Asad Ali, 2012] Due to
increasing self-service and changing consumer’s
lifestyle the interest in package as a tool of sales
promotion and stimulator of impulsive buying
behaviour is growing increasingly. The consumer
buying behaviour is dependent on the packaging and
on its features. Packaging elements like Packaging
color, background image, packaging material, font
style, design of wrapper, printed information and
innovation is taken as predictors. [Mitul M. Deliya and
Mr.. Bhavesh J. Parmar, 2012]
Packaging design is the connection structure
material color imagery typography and regulatory

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 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
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information with ancillary design elements to make the
product suitable for the market. It serves to contain
protect transport dispense store distinguish a product in
the market place. The goal of a packaging design is to
communicate the products personality towards the
customer. Successful packaging design depends on a
clearly defined strategy. Since packaging designs exist
primarily in market places it must function as the
aesthetic means of communicating to a diverse
consumer population. Marketing is often simply about
creating the perception of difference and packaging
design is the vehicle in the competitive challenge of
communicating product differentiation. Competitors
may adopt a similar appearance or launch a packaging
design that breaks away from the other products.
[Mitul M. Deliya and Mr.. Bhavesh J. Parmar, 2012]
In terms of offering good packaging products
MINISO is somehow known for it. MINISO is a Japan
based brand found in Tokyo, Japan by a Japanese
designer named Mr. Miyake Junya and a entrepreneur
named Mr Ye Guofu. The brand focused on customer
satisfaction making sure their products are efficient and
ensuring a comfortable experience while shopping at
their store.
MINISO entered the China in September of
2013. They didn't stop there MINISO continued to
expand globally opening 3,500 branches within 5
years.The brand became a billion-dollar company and
reaching 2.5 billion in 2018. Today,MINISO have
stores in over 80 countries including the US, Canada,
Russia, Singapore, the United Arab Emirates, Korea,
Malaysia, Hong Kong and Macau. [MINISO,2018,]
The influence of sensory and packaging cues
on liking and emotional, abstract and functional
conceptualisations article states that the consumers are
basing in the concept and function of the product
before they purchase it. Sometimes, they use their
emotions in choosing a right product. [M. Ng; C.
Chaya; J. Hort, 2013]
This reason of conducting this study is for the
researchers will answer what’s dominant among good
packaging and consumer’s brand preference? Also the
question does the consumers are willing to choose
good packaging over their preferred brand? What are
the factors of consumers when it comes to buying?
a. Situational Factor
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b. Personal Factor
c. Psychological Factor
d. Societal Factor
Lastly, what are the effects of good packaging design
and consumers brand preference to the decision
making of the students?
The significance of this study is firstly for the
consumers. This study will help the consumers make
the right decisions in buying products or by choosing
products wisely and not depending on the packaging of
a product. Followed by the Entrepreneurs, this study
will benefit the entrepreneurs because they can gain
some ideas of what were the bases of consumers when
it comes to product designs. Lastly, this study will help
the future researchers because this research paper can
be used as a future reference. It will contribute ideas
and knowledge gathered from this research that would
help future researchers a lot especially in this particular
topic in which few studies are conducted relating to it.
The researchers defined the scope and
delimitations to set the boundaries of the study. This
study will be conducted on first semester of the
academic year 2019-2020 with the participation of
Accountancy, Business and Management track students
in Lyceum of the Philippines University Cavite
campus. The researchers will conduct a survey to
examine a comparative analysis between packaging
characteristics and consumers preferred brand. This
research has some limitations; this study will only
cover 100 selected Accountancy, Business and
Management track students in Lyceum of the
Philippines University Cavite campus and any result
that is outside the campus will be voided and would be
rendered null for these are not meeting the
requirements in terms of locale.
OBJECTIVES OF THE STUDY
The objectives of the study are to know the
factors of consumers when it comes to buying. The
researchers also want to know what’s dominant
among good packaging and consumer’s brand
preference. We also want to know if the consumers
are willing to choose a good packaging over their
preferred brand. Lastly is to know if the effects of
good packaging design and consumers brand
preference to the decision making of the students?
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
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The reason why this study will be conducted is for
the researchers will know what’s really dominant
among the two. Does the consumer will purchase a
product that has a good packaging or will they stick
to their preferred brand.
The researchers would also like to know if the
consumers are willing to choose a good packaging over
their preferred brand. Does good packaging could
really appear better or could attract more attention than
the brand or the quality itself? This study could also
help the consumer in purchasing better products.
As for the factors, the researchers would like to
know the factors of the consumers when it comes to
buying. It could be situational, personal, psychological
and societal Factor. This could help the entrepreneurs
in selling their products because they would know
what are the standards or the basis of the consumers in
purchasing products. This study will also benefit the
consumers itself because they would know what to
look for on a product before purchasing it.
REVIEW OF RELATED LITERATURE
Consumers have creates their own standard to
make deciding on what product to buy easier. The
standard of the consumers have been influenced by
many factors there are five of these factors, including
environmental and marketing factors, the situation,
personal and psychological factors, family and culture,
there are factors which businesses can control, just like
a stores lay out and where they put their products,
factors that can’t be controlled also exist like the
weather, here are some factors that affect the consumers
buying behavior. First is situational, this is when
consumers are in certain events. An example is having a
line when some consumers are in front of line they feel
pressured to decide faster in what they’re going to buy.
Another factor is personal factor, the factor is
determined by consumer personality, like how open
they are to try new things or products. There is
psychological factors, some factors comes from your
head. An example is insecurities a person may buy a
product just to feel okay about their insecurities. The
last factors is societal, these factors are decided by your
surroundings an example of this are trends. Consumers
buy what is trending at the moment. Overall consumer
behavior is determined by a lot of factors. [1]
Brands help identify a product, it gives products
their names. Packaging helps in making that name, the
visuals elements of a product such as colors and
symbols helps with making a product standout from the
others. Packaging design helps by making products
3
appealing through the eyes of consumers. [2] Brand
Preference is when consumers favor a certain brand
over the others, this may also be called or considered as
customer loyalty. Brands may be preferred by
consumers because they may have a specific quality or
features that consumers want. The reputation of a brand
along with customer experience may affect the
preference of consumers. [3]
A sensory and packaging cue influences the
opinions and ideas of consumers towards a product. It is
said thay consumers already have opinions or ideas on
how a product will perform, even before purchasing it.
[4]
The consumer behavior may be determined by
economic and psychological factors and are influenced
by environmental factors like social and cultural values.
Consumer decision processes identifies their needs and
gathers knowledge on what they are going to purchase
There are 5 stages in consumers decision-making
process The first is Need recognition, this is occurs
when consumers determine what they need and want.
Consumer may feel that they need or lack something
and may want to address the issue that they face. This is
where business comes in and offers solutions to their
needs. The information search stage, the consumers
gathers information that may change their decisions on
what they want to purchase. The information that they
gathered may come from commercial sources like
advertisements, personal sources such as friends and
family, public sources like radio and lastly experimental
sources like your own experience from previous
purchases. Next is Evaluation of alternatives, this step
happens by evaluating different options that are
available for the consumers. Once they identify what
they need to buy, consumers will look at different
alternatives to know what the best option that suits them
is. The next stage is Purchase Decision when the
consumers have decided to buy the product that they
want and what they think is the best for them. Last is
Post purchase evaluation. This stage is when the
consumers analyze and criticize their purchase and ask
their selves if it was worth it or not and whether the
product met their expectations or not. [5]
This article examines the impact of product
packaging on the purchasing intention of Made-In-
Ghana brands using Agbeve Herbal Centre Products as
case study. Suggesting that packaging designs affects
the purchases of consumers significantly. The study
states the the visual aspect if the packaging is more
important than tha quality of the packaging. The paper
argues that while many Ghanaians want to purchase
made in Ghana products, the packaging discourages
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
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them. In this regard, consumers are reluctant to
purchasing Agbeve herbal products due to very poor
packaging. In this regard, consumers are reluctant to
purchasing Agbeve herbal products due to very poor
packaging. The study therefore recommends among
others that, in a bid to suiting international packaging
standards, a strategic campaign on the improvement of
local manufacturing climate through policy, regulatory
and enlightenment framework review while
complementing manufacturing of Made-In-Ghana
products through exploring current packaging trends so
as to enhance sales and overall trade development. [6]
Packaging is an important part of
marketing,carefully deciding in how to use the product
name, logo and type of packaging efficiently. Marketing
is a vital part on how a product will perform. Huge
efforts are put on deciding on how to successfully
market a product to the market, conducting research and
more for the product to succeed.The cooperative
operates in Lapu-Lapu City, Cebu province, The
Philippines. Another brief from the co-op was that the
packaging should be as green as possible. Recycled
cardboard was accepted as the material for the
packaging. The findings of this study were used to
create suggested packaging styles. The researcher
tasked himself to apply cross-comparative design
analysis to assist and uplift the cooperative by raising
the standards of packaging to make it more acceptable
to a local market. [7]
When the consumers decide on what product
to purchase a lot of factors are considered. Brand is a
big deciding factor, brand name and design are
important for products since they appeal to the
consumer and that is why much effort is put in making
them. Another one is Product placement, the location of
a product is important.For example If a product is easily
accessible it is more likely to be purchased. It is said
that if a product is placed where it can easily be seen it
is more likely to sell. The third factor is Packaging.
According to Yasushi Kusume, the innovation and
creative manager for IKEA and other leading brands,
product packaging must do three things. It needs to
stand out and grab the audience’s attention. It also
should encourage a purchase by conveying a unique and
relevant value proposition. And lastly, it should fit with
your brand’s positioning and remain authentic to your
overall stance. The fourth factor is Reputation. Having a
positive reputation may attract consumers into buying
your products. The last factor is pricing, some
consumers are attracted to cheaper options. [8]
Brand awareness is a dominant choice tactic
among other awareness tactics. Choosing from different
4
brands consumers shows a preference for the high
awareness brand, despite quality and price factors. For
some, low-valued, much of the time bought items, the
choice procedure comprises of minimal more than
perceiving the issue, participating in a brisk inner
inquiry, and making the buy. Huge numbers of the buy
choices individuals make as customers depend on an
ongoing or routine decision process. The purchaser
burns through practically no energy taking part in outer
hunt or elective assessment. So not the entirety of the
stages apply to rehashed items on the grounds that the
individual as of now has inclinations and brand
dependability and it thinks about like programmed
process. In this way, advertisers of items portrayed by a
normal reaction buy process need to get or potentially
keep their brands in the purchaser's evoked set and
abstain from whatever may bring about their expulsion
from it. Advertisers of these brands need customers to
follow a normal decision procedure and keep on buying
their items. This implies keeping up significant levels of
brand mindfulness through reminder advertising,
periodic promotions, and prominent shelf positions in
stores. [9]
Tversky & Kahneman, Bettman et al., Decision-
making theorists agree on the steps in the choice
process. First, people recognize their needs, then they
would look for options and then they would analyze the
benefits of the alternatives that they have, lastly they
make a choice. Due to restricted cognitive abilities and
desire to lower decision-making costs, some heuristics
are typically used in decision-making.
Heuristics are methods that are used to simplify
decision making. It ignores some information and only
focuses on the aspects of alternatives. People use
heuristics intentionally and unintentionally. The typical
heuristics are Satisficing heuristic, Lexicographic
heuristic, Eliminating by aspects heuristic, Frequency of
good and bad features heuristic, Equal weight heuristic.
Satisficing heuristics compares alternatives to each
other. Lexicographic heuristic chooses one important
factor and rank alternatives based on it. Eliminating by
aspects heuristic they find the most important factor and
the eliminate those who are below expectations, then
they will find the second most important factor then
repeat the process until only one alternative remains.
Frequency of good and bad features heuristic,
consumers counts the pros and cons end then they are
summed up. The sum of the cons is subtracted to the
sum of the pros. The alternative with the highest score
is chosen. Equal weight heuristics I did not separate the
pros and cons, they are evaluated on a Likert scale and
the one with the highest score is chosen. [10]
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Color is ubiquitous and is a source of
information. People make up their minds within 90
seconds of their initial interactions with either people or
products. About 62‐90 percent of the assessment is
based on colors alone. So, prudent use of colors can
contribute not only to differentiating products from
competitors, but also to influencing moods and feelings
– positively or negatively – and therefore, to attitude
towards certain products. Given that our moods and
feelings are unstable and that colors play roles in
forming attitude, it is important that managers
understand the importance of colors in marketing. The
study is designed to contribute to the debate. Findings
of the study are that managers can use colors to increase
or decrease appetite, enhance mood, calm down
customers, and, reduce perception of waiting time,
among others. [11]
Mirroring an increasing awareness of the
importance of colors, today marketing managers are
paying increasing attention to the deployment of color
in marketing as well as to the applicability of universal
color associations. Two colors considered to carry
several specific universal associations are blue and
black. Consequently, the purpose of this study is to
assess the contextual independence/dependence of
consumers’ associations with the colors blue and black.
Associative learning theory was deployed to specify the
hypotheses. The hypotheses were tested through a
paired sample t-test. The results show that the universal
associations with the colors are different from the
associations with the colors when they are displayed in
a specific context. The implications for further research
and limitations of the study are presented. Managers
may want to consider the associations colors have in the
specific context rather than relying on universal
associations of colors. Drawing on the notion that
associative patterns are formed through repetition, it
may be maintained that consumers create their color
associations in different contexts based on how the
colors have been previously conditioned or reinforced.
The benefits of color associations could therefore be
easier to realize in contexts in which the colors occur
regularly, that is, through consistently and thoroughly
deploying a color or colors ripe with associations. Such
associations may be a result of the color(s) being used
on established competing products and brands.
Moreover, drawing on the assumption that associations
with colors are created based on the context in which
they are displayed (and the associated conditionings and
reinforcements), it can be contended that the more
people who are exposed to colors in a certain context,
the stronger will be the associations formed over time.
5
In other words, marketing and the deployment of colors
in certain context(s) may function as a self-fulfilling
prophesy, building associations that in turn make others
deploy the same colors in the same context because they
are perceived to carry favorable associations in the
same contexts (cf. Caivano & López, 2007). That is, it
appears that contextspecific associations can over time
and in the end become general (universal) associations.
Or rather, the general (universal) associations of colors
are continuously being negotiated as the sums of the
associations of each color in each context contribute to
tweaking overall (universal) associations. An interesting
avenue for further research may concern when (in terms
of, for example, life cycle or age) consumers may be
more or less susceptible to forming (new) associations
with colors, or what role significant others (e.g. family)
play in forming such associations. Even with the limited
sample in this study (and associated limited statistical
power), it was possible to show how associations with
colors are dependent on or mediated by the context at
hand. [12]
Color has a diversity of uses. It is vital in brand
recognition, as is the case in the McDonald’s example
presented earlier. It is also an essential tool in drawing
attention to a product, which is applicable to the bright
red and yellow in McDonald’s signature logo. Color can
also influence mood or an attitude towards a product
and create a certain image for a product. In the market
for produce, color is often used as a direct or indirect
estimate of quality. Fruits and vegetables with brighter
colors are regarded as fresher, and consequently more
appealing. A mathematical relationship has even been
established between the grade of a tomato and its color,
which is fondly regarded as the Tomato Colorimeter
(Francis, 1995). How color is able influence consumers’
decisions may be explained most fully from a biological
as well as a psychological perspective. Because our
perception of colors is actually based on photons of
light and energy, they may induce biological changes.
On a broader level, this energy can serve as stimuli and
incite certain biological functions and responses in the
human body. The induction of physiological changes is
a partial reason for behavioral changes, as the brain and
human physiology governs our decisions. Society has
also implicitly established strong meanings and
associations behind certain colors. Pink, for example,
may be regarded as a more feminine color than blue in a
Western society. Thus, analyzing the properties and
effects of color from both disciplines can lead to
valuable implications for the potential uses of color in
marketing. It is highly likely that some of the effects
that colors can have on consumers stem from their roles
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as biological stimuli. The reason behind these
distinctions can be better comprehended with an
understanding of the basic properties behind color.
Color derives from the spectrum of light, and light is a
form of electromagnetic radiation that is visible to the
human eye. Light has two important properties that are
related to each other: wavelength and frequency. The
wavelength of a photon of light determines what we as
humans see. Visible light of a short wavelength (380
nm) would be perceived as blue, while visible light of a
longer wavelength (740 nm) between wavelength and
frequency, a shorter wavelength implies a higher
frequency, which means that the energy of a photon of
light is dependent on those factors. The varying
energies of each type of color may influence us
biologically through a role as a stimulus. A store that
has arousing colors can also draw more attention.
Bellizzi, Crowley, and Hasty (1983) found that subjects
were physically drawn to warm colors such as red and
yellow. When presented with images of retail displays,
subjects viewed red and other warm colors as colorful
yet negative, and high. Blue and the other cooler colors
were rated as positive, relaxed, and favorable. The
association of certain colors with certain cultural images
also explains the influence of color in an environment. a
store environment in which gold is a primary could also
subliminally or explicitly convince customers to make
purchases, as some may feel a strong association to
luxury and sophistication. Choosing the right colors to
maximize the effectiveness of an advertisement or to
increase purchases of a product or in a store is a
difficult task, mainly due to the unpredictability of
consumer behavior. The existence of patterns, however,
alleviates the uncertainty, leading to potential success.
From experimental findings, it can be confidently
believed that red is more arousing than a color in the
middle of the visible spectrum, like green. ble in
advertisements or retail environments, it is still
important to realize that most of the color research
mentioned above should only be applied to the United
States and possibly the Western culture. Colors do have
distinctly different meanings across cultures. Some
cultures may view white as a pure, holy and positive
color, while others associate it with death and passing.
Such consideration of color must be taken into account
when entering foreign markets. A cross-cultural
perspective is consequently vital in developing global
marketing strategies that will be effective and also
noncontroversial (Aslam, 2006). Because marketing is a
means of increasing profits or furthering the interests of
organizations, it is likely that some research findings are
being withheld from public accessibility in order to
6
maintain advertising effectiveness, profitability, and a
competitive advantage. Nevertheless, the research
conducted so far has yielded invaluable insights into not
only consumer behavior, but also human physiological
and psychological responses to stimuli. Once more
conclusions can be drawn about the arousal or
evaluative effects of color, further research should be
conducted on the applications of that knowledge into
increasing consumer purchases or the success of
advertisements. Crowley found that a physiologically
activated consumer is more likely to engage in impulse
buying (1993). Such a finding, for example, would be
highly valuable to the sales of a product that is intended
to be purchased with less consideration— like a bag of
chips as opposed to a television. Such findings can even
be generalized outside of the field of marketing, to
publicity, non-profit marketing, or even the public
sector, such as the use of red in stop signs. Depending
on the goal of the advertisement, product, or company,
different colors will be used. Despite all the research on
the determination of the ideal colors to use in
marketing, it is still important to note that just because
there has been strong support for the use of blue in a
purchasing environment, it does not suggest that
storeowners should repaint the walls of their entire store
blue. The research regarding this field has pointed out
clearly that color is a highly significant factor that must
be considered when designing the packaging of a
product, the product itself, and the environment in
which products are sold. [13]
The purpose of this study is to measure the effect of
brand awareness by color marketing to purchase and
revisit intentions in Traditional Markets. Research
design, data, and methodology – For this study, 5 point
Likert-scale was used based on previous research. Used
SPSS ver.22, factor analysis and Cronbach's alpha,
regression and correlation were tested. 254 samples
were used for the analysis. Results - The three attributes
of color marketing(symbolism, identifiability,
association) exerted significant effects on brand
awareness of traditional marketing explained 38.7% of
the variance. Thus, , , and were supported. However,
was not supported. Conclusions - Colors play important
roles in establishing new images in consumers’ minds.
The visual sense affects emotions and attitudes and
most of the visual sense is affected by colors. Colors
that we see move people’s heart and induce
atmospheres thereby greatly affecting humans’ physical
and mental activities. To increase traditional market
brand awareness, it is necessary for traditional markets
to display a level of attractiveness through the use of
colors and visuals. So to use color marketing in
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traditional market is very important for brand awareness
which can cause purchase and traditional market revisit
intension. [14]
Use of color in marketing messages has been the subject
of certain scientifical studies, existing an extensive
experience of the use of color for most popular brands.
In the present study, we aimed to identify the most
important arguments that support the use of color in
marketing. Several researchers have studied the
influence of color on human and animal behavior. Harry
Wohlfarth and Catharine Sam (University of Alberta)
showed that 14 children (8-14 years old) with severe
disabilities and behavioral disorders, had diminished
blood pressure and aggression level, as a consequence
of interchanging yellow and blue with orange, white,
beige and brown and replaceing the neon light with the
total spectrum light. Rose H. Alschuler and Berta Weiss
Hattwick concluded by studying the drawings of young
children, that blue color implies self control and
repression of emotions, red color is uninhibited
expression, yellow color indicates infantilism and
dependence, green color shows balance, few emotional
impulses and a simple nature. Faber Birren used to
associate warm and cold colors of the spectrum with
human personality. Heat means the contact with the
environment, and cold means the withdrawal in itself.
Thus red color excites, blue color calms. Also,
complementarity exists on the physical and
physiological level. Red color increases blood pressure,
stimulates the nervous system, while green and blue
colors relax. Jaensch shows that people are classified
into two categories, namely: more sensitive to hot end
of the spectrum and less sensitive to the cold end [19].
The identity of a brand is fixed in memory by
associative mechanisms. Emotions generated by the
symbolism of colors are different in different
populations and cultures. It is necessary a careful
analysis of the attitudes of the target audience at the
beginning of any construction based on color
marketing. A publication from the year 2000 revealed
the perception method of color in different countries
and cultures. It has been pointed out that blue is the
favorite in 5 of 8 countries, while in the other three
countries, blue is on second place. The emotional effect
generated by color symbolism varies significantly
between populations and cultures, depending on
demographic factors such as age, gender and ethnicity.
It requires a careful analysis of public attitudes toward
color target in the marketing activity based on this
parameter. 2Association of colors with a particular
meaning, regarding the marketing message can not be
standardized. In general, communities react differently
7
to a particular color, according to their cultural
experiences. However, there is also a personal attitude
toward color, connected with makeup shade selection,
depending on skin color. Public preferences related to a
particular color can be made in relation to the events
that marked it. Assigning a color to a product at
random, it is not always doomed to success. Each color
has its own symbolism and can not be used randomly,
or applied to any product. [15]
Marketers have been labeling their products as
“Green” to elevate its image and also to have greater
appeal towards their customers. It has been said that
saying a product is “Green” or environment friendly
helps the product attract more customer. But is this
rumor considered to be true? A research has been
conducted for this topic and the results show that
customers decides between two products quicker when
one of the product is labeled as “Green” or eco-friendly.
[16]
Researchers know that there are multiple factors
affecting consumers’ decision making regarding green
products. But, it is not clear how and how much these
factors really affect the consumers’ decisions towards
green products. This research observes the knowledge,
behavior and awareness of consumers regarding green
products. An experiment has been conducted to confirm
speculations whether the consciousness of consumers
towards environmental and economic benefits and
green reliability and appearance affects their decision
making for green products. The shows that consumers
does consider environmental and economic benefits
when buying a green product. [17]
Little proofs of how social media marketing affects
brand equity and consumer behavior towards a brand.
This research covers the connections between social
media marketing and luxury brands such as Hermes,
Gucci and Louis Vuitton. A survey has been given
towards customers of these brands and it showed that
there is a link between social media marketing efforts
and brand preference, premium price, and loyalty. The
study concluded that there are five aspects in marketing
in social media, these are entertainment, interaction,
trendiness, customization, and word of mouth. Also, it
showed that social media marketing efforts had a
positive influence on brand awareness and image. [18]
Although identity of consumer behavior is in
various literatures. These articles have been conflicting
one another because of the lack of consistency with the
meaning of identity and its factors. To fix this problem,
we suggest that identity is given a simpler meaning.
Identity is what the consumers thinks reflects his looks,
likes, feels and does. [19]
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Customer satisfaction is a priority of most
company thus why they put much effort in it to make
customer switch in favor of them and to make them
keep purchasing their products. A lot of work is put in
their marketing activities to make customers select their
brand. A study has been conducted in restaurants to
know more about the customers’ satisfaction, loyalty
and various purchase decisions. The result of the study
shows there is a good relationship between satisfaction
and loyalty. People who are satisfied are more likely to
switch restaurants. Whether customers feel loyalty
relates to whether they would switch brands. [20]
This thesis consists of an introduction and four
self-contained papers, which all deal with the economic
effectiveness of the Swedish producer responsibility for
packaging materials. Paper I analyzes the determinants
of household packaging recycling efforts in Sweden by
employing data on households' self-reported behavior.
This is analyzed in an ordered probity regression
framework. Paper II investigates the main determinants
of collection rates of household plastic packaging waste
across Swedish municipalities. This is done by the use
of a regression analysis based on cross-sectional data
for 252 Swedish municipalities. Paper III extends the
analysis in Paper II primarily by: (a) adding 30 more
municipalities; (b) including additional data on local
policy variables; and (c) adopting spatial econometric
methods. The empirical results suggest that the
collection of plastic packaging is positively related to
collection in neighboring municipalities. The analysis
also shows that municipalities that employ weight-
based waste fees generally experience higher collection
rates than those municipalities in which volume-based
fees are used. Paper IV analyzes the incentive structure
and the cost-effectiveness of the Swedish producer
responsibility ordinance. [21]
To examine the effects that variant descriptor
labels on cigarette packs have on smokers’ perceptions
of those packs and the cigarettes contained within. As
part of two larger web-based studies (each involved 160
young adult ever-smokers 18–29 years old),
respondents were shown a computer image of a plain
cigarette pack and sets of related variant descriptors.
The sets included terms that varied in terms of
descriptors of colours as names, flavour strength,
degrees of filter venting, filter types, quality, type of
cigarette and numbers. For each set, respondents rated
the highest and lowest of two or three of the following
four characteristics: quality, strongest or weakest in
taste, delivers most or least tar/nicotine, and most or
least level of harm.There were significant differences
on all four ratings. Quality ratings were the least
8
differentiated. Except for colour descriptors, where
‘Gold’ rated high in quality but medium in other ratings,
ratings of quality, harm, strength and delivery were all
positively associated when rated on the same
descriptors. [22]
Eco‐efficiency (i.e., increasing value while
reducing resource use and pollution) can with advantage
be combined with eco‐effectiveness (i.e., maximizing
the benefits to ecological and economical systems) to
address the challenges posed by the circular economy in
the design of circular industrial systems. We present a
framework combining life cycle assessment (LCA) and
the Cradle to Cradle® (C2C) certification program for
the development of continuous loop packaging systems,
which was conceived for aluminum cans in the context
of the Carlsberg Circular Community. As a first step,
the environmentally optimal beverage packaging life
cycle scenario is identified, both in terms of defined use
and reuse. Second, the limiting factors are identified for
the continuous use of materials in multiple loops,
meeting the two requirements in the C2C certification
process that address the material level (i.e., “material
health” and “material reutilization” criteria) and the
“renewable energy” criterion. Then, alternative
scenarios are built to meet C2C certification criteria,
and LCA is used to quantify the environmental impacts
of the resulting improvement strategies, for example,
change in material composition, in order to guide the
identification of the optimal scenario from an eco‐
efficiency point of view. Finally, the business
perspective is addressed by assessing the potential for a
green value network business model for a closed‐loop
supply. The outcome is a list of prioritized actions
needed to implement the most efficient and effective
“upcycling” strategy for the beverage packaging, both
from an environmental and an economic point of view.
In the case of the aluminum cans, the main
recommendation from both the LCA and C2C
perspective is to ensure a system that enables can‐to‐can
recycling. [23]
The importance of packaging design and the role
of packaging as a vehicle for consumer communication
and branding are necessarily growing. To achieve
communication goals effectively, knowledge about
consumer psychology is important so that
manufacturers understand consumer response to their
packages. this paper aims to investigate this issue.The
paper examines these issues using a conjoint study
among consumers for packaged food products in
Thailand, which is a very competitive packaged food
products market. There is strong segmentation in which
packaging elements consumers consider most
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
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important. Some consumers are mostly oriented toward
the visual aesthetics, while a small segment focuses on
product detail on the label. [24]
Tobacco product warning labels are a key health
communication medium with plain packaging noted as
the next step in the evolution of tobacco packaging.
Current smokers in countries where cigarette pictorial
warnings were implemented had higher odds of
reporting that health warning labels had any effect on
their smoking behavior. These findings indicate that the
implementation of pictorial warnings at an EU level
may have a positive behavioral impact among smokers
and pave the way for population support for plain
packaging in the EU. [25]
Footwear is a huge part of the fashion, sports and
many more industries, a study has been conducted to
the topic. The purpose of the study is to observe the
relationship between brand equity and consumer
purchase decision in an international brand of footwear.
Brand equity can be broken down into 4, these are
brand awareness, perceived quality, brand association
lastly brand loyalty. To confirm this hypothesis, an
experiment was conducted with 384 adults
participating. The results concluded that the major
factor that binds brand equity and consumer purchase
decision is the perceived quality. [26]
A study on the customers of the famous brands
Coca Cola and Pepsi has been conducted evaluating the
brand awareness and brand loyalty if their consumers.
There are five objectives for this study. First is to study
consumer preference. Second is to determine which of
the two companies’ advertisement has been seen more.
Third is to know the reasons consumer buy Pepsi and
Coca Cola. Fourth is how Coca Cola spread awareness
about their products. The results shows that people
preferred Coca cola over Pepsi, this is due to Coca
Cola being more of a standard brand being
recommended more by other customer. [27]
This study focuses on the differences of brand
awareness and brand equity. We know that these two
things are very important for every entrepreneur. Brand
awareness is the familiarity an audience has with a
specific product or specific brand, meanwhile the brand
equity is the actual commercial value that comes from
the audience perception. [28]
This article talks about the importance of brand
awareness. Brand awareness is so important especially
for entrepreneurs. Entrepreneurs spends lots of money
just for the brand awareness of their product because
they want us to know about their so they are exerting
huge amount of effort on it. Brand awareness is always
the first step for every product that the owner created.
9
[29]
This article focuses on the brand awareness and
willingness when it comes to earth kind products of
texas. Based on the results most of the respondents is
willing to pay for the Texas product and Texas green
industry ranks third in U.S and it also helped the
economy of America to grow with a positive impact.
[30]
The purpose of this study is to analyze the social
media activities, to be more specific how social media
affects the brand awareness of the product and how
does he communicate with the customers. The results
will show that social media can really help to increase
the brand awareness of your product because majority
of the people have access on social media. [31]
The study is focused on consumer-based brand
equity and brand awareness. The results helped the
researchers to know that the four dimensions brand
equity co-vary depending on cultural context.[32]
MATERIALS AND METHODS
Research Design
To be able to accumulate necessary information,
the researchers will use a quantitative research design.
According to Saul Mcleod (2019) that quantitative
research gathers data in a numerical form that can be
put in categories or measured in units of measurement.
It is also a type of data that can be used to construct
graphs and tables of raw data. Quantitative methods
emphasize objective measurements and the statistical,
mathematical, or numerical analysis of data collected
through polls, questionnaires, and surveys, or by
manipulating pre-existing statistical data
using computational techniques. Quantitative research
focuses on gathering numerical data and generalizing it
across groups of people or to explain a particular
phenomenon (Babbie, Earl R., 2010). The researchers
will also use descriptive design which is a scientific
method on observing and describing a subject’s
behavior. (Shuttleworth, 2020)
Sampling Technique
This study will use probability sampling
specifically the simple random sampling. In this
sampling each individual is chosen entirely by chance
and each member of the population has an equal
chance, or probability, of being selected. The
researchers used this technique by randomly selecting
100 students from their respective levels and strand and
use the data that they will gather. Accountancy,
Business and Management (ABM) track was chosen so
all of the data that will be gathered will just focus on the
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
__________________________________________________________________________________________________________________
perspectives of Accountancy, Business and
Management (ABM) track students
Data Gathering Instrument

In data gathering instrument, the researchers Use probability sampling specifically the
will use modified questionnaires in gathering the data. simple random sampling.
A survey will be conducted and the questionnaire
contains demographic data of the respondent and
research questions that will help to answer the
statement of the problem of the study.
Data will be gathered from 100 students of
Data Gathering Procedure Accountancy, Business and Management
(ABM) track
The researchers will validate the questionnaire
needed for the survey with the help of their research
advisor Ms. Emerald Jean D. Villalobos together with
the selected faculty validators, Mr. Emmanuel M. In data gathering instrument, the
Mercado, Mr. John Arvin Glo, and with the headmaster researchers will use modified
Mr. Mhar Angelo Bayot. Questions were prepared and questionnaires
were asked to the Accountancy, Business and
Management track students from the Lyceum of the
Philippines University. A total of one hundred students
were chosen to participate in the study. The researchers will validate the
The researchers will distribute a questionnaires
questionnaire needed for the survey with
and the respondents were given time to answer the
following questions. The secondary sources of data the help of their research advisor.
will come from the Review of Related Literature and
Review of Related Study of this research. The
information in our Review of Related Literature was
gathered from different the books in the library and Questionnaires will be distributed to the
articles from the reliable sites in the internet. While the students once it is approved by the
Review of Related Study was a conducted studies that research advisor.
was gathered from the reliable sources in the internet.

Data Analysis
In analyzing the data, the researchers will use
mean, median and mode. Mean, median and mode are
the numbers that represents a whole set of data or an
information. Mean is the average data of a set. Mode is
the value that appears the most. And Median is said to
be the middle value. This method can be used in data
comparison in which the research topic is all about.
Flow Chart
After conducting a survey, the researchers
will use mean, median and mode. Mean,
median and mode to analyse the data.
The results of the survey will be the main
source of data while Review of Related
Literature and Review of Related Study of
this research will be the secondary source.

The researchers will also use descriptive

design which is a scientific method on
observing and describing a subject’s
behaviour.
10
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
__________________________________________________________________________________________________________________
Results and discussion more important Intention of Made-
than the quality In-Ghana Brands,
We have been gathering data about the of the European Journal
relationship between consumers, brand preference, and packaging. of Business and
packaging designs. Searching data to compare which Management
weighs more between consumer brand preference and Packaging is Marketing is a Packaging Design:
needed for a vital part on Successful Product
packaging. We believe that we now have enough data to
product to how a product Branding From
make a conclusion about the topic. succeed will perform. Concept to Shelf
2nd Edition
The results show that consumers have a
Consumer The consumer Consumer Decision
standard for products that they buy. These products are behavior is behavior may Making Process
made by various factors. That the decision makings of a impacted by be determined
consumer is influenced by those surrounding him. the by economic
Brand awareness is major factor in the decision making surroundings. and
of consumers; consumer can show bias towards certain psychological
brands ignoring the qualities of the products that they factors.
Consumers Brand is a big 5 Factors That
buy. This is why companies put much effort in creating
looks at deciding factor, Directly Influence
and maintaining a good image. Packaging designs is brands to help brand name and Customer Purchase
also a huge part of consumer decision making. It is said them decides design are Decisions
that packaging gives the consumers an image of how important for
the quality of a product will be. That is why much effort products since
is put into it, to make the designs create a desired image they appeal to
on consumers. the consumer
and that is why
Data gathered Phrase source much effort is
Consumer Consumers have Factors That put in making
standards creates their Influence them.
own standard to Consumers’ Decision Huge numbers Explaining the
make deciding Buying Decision, making has a of the buy Consumer
on what product Principles of procedure choices Decision-Making
to buy easier. Marketing individuals Process: Critical
Packaging Brands help Types of Customer make as Literature Review,
makes a identify a Loyalty. customers Journal of
product product, it gives depend on an International
standout products their ongoing or Business Research
names. routine decision and Marketing
Opinions form packaging cues The influence of process Volume 2
based on influences the sensory and Simplifying Heuristics are The future of
packaging opinions and packaging cues on decision methods that are consumer decision
ideas of both liking and making is used to simplify making, European
consumers. emotional, abstract common decision making Journal of Futures
and functional Research volume 5
conceptualisations, Consumers To achieve "The importance of
Food Quality and mindset is a communication packaging
Preference priority goals attributes: a
Visuals of a The study states The Effect of effectively, conjoint analysis
packaging the the visual Packaging on knowledge approach"
out-weighs the aspect if the Perceived Quality about consumer
quality packaging is and Purchase psychology is
important so
11
 Lyceum of the Philippines University – Cavite Research Journal SHS Edition| Volume I, No. I | November 2019
__________________________________________________________________________________________________________________
that
manufacturers
understand
consumer
response to their
packages
CONCLUSION AND RECOMMENDATION
As for the conclusion, the researchers
conducted this study to give some information to other
people who are interested in buying behaviour of every
person. This research paper can be recommended to the
future researchers that also want to conduct a research
that is related to this study. Research shows that
generally, the consumers purchase decision is to buy the
most preferred brand and consumer perception is
quality and value of the product.
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14