Beverage product packaging color affects the impulse buying behavior of consumers at convenience stores in Ho Chi Minh City

Abstract

The study identifies factors of product packaging color that affect the impulse buying behavior of consumers through mediating variables such as Arousal, Impulsion, and Unplanned buying. Qualitative research was carried out to evaluate the scale used in the study, quantitative research is conducted on 300 consumers buying beverage products at convenience stores in Ho Chi Minh City. The analysis results show that product packaging color has a direct impact on impulse buying behavior. In addition, product packaging color indirectly affects Impulsive buying behavior through emotional factors which are mediating variables. From here, the study proposes managerial implications related to impulsive buying behavior in order to suggest firms adjust and change their packaging designs to attract consumers and increase sales of beverage products at convenience store channels.