Title:

Packaging as a Silent Salesperson: The Impact of Product Design on

Consumer Purchase Behavior: Basis for Marketing Communication
Strategy
Statement of the Problem
This study aims to determine the impact of product design on consumer purchase behavior in the
beverage sector of the citizens of Parañaque City.
Specifically, it seeks to answer the following:
1. What is the profile of the respondents in terms of:
1.1 Age
1.2 Gender
1.3 Generation Cohort

2. What are the different visual elements that communicate different messages to consumers?

3. What are the effects of the visual elements of product design on consumer purchase behavior in
terms of:
3.1. Color
3.2. Shape and Form/Texture/White Space/Material Selection
3.3. Graphics and Imagery/Accessibility Features/Consistency
3.4. Logo and Branding
3.5. Layout and Composition/Typography
3.6. Iconography/Interactive Elements
3.7. Product Information/Size and Scale

4. What is the interpretation of the respondents on the above given variables?

5. What is the affect of visual packaging to consumer purchase decision in terms of:
 5.1. First impression/Desire and Aspiration
5.2. Brand Identity/ Trust and Credibility
5.3. Perceived Quality/Product Information/Differentiation
5.4. Emotional Appeal/Visual Storytelling
5.5. Consumer Preferences
5.6. Impulse Buying
5.7. Accessibility

6. Is there a significant difference on the affect of visual packaging to consumer purchase decision
when grouped according to generation cohort.

7. From the result of the study, what product design consumer communication can be developed for
beverages?