The Effect of Shape of Product Packaging on Consumer's Intention to Purchase

Abstract

This research examines the effect of beverage bottle shape on the intention to buy among teenagers. Twenty participants between the ages of thirteen and seventeen years residing in Jakarta took part in this study. Data collection was done using a questionnaire assessing intent to purchase, which consisted of a single item that used a Likert scale response as the basis for determining the intention to buy. The final results showed that a tall and thin-shaped bottle generates stronger intention to purchase compared to a short and wide-shaped bottle.

Keywords—component; intention to buy; bottle shape; packaging