Effect Of Product Design, Brand Image, And Price On Tupperware Product Purchasing Decisions In North Sumatra Faculty Of Economics And Business Students

The Effect of Product Design, Brand Image, and Price on Tupperware Product Purchasing Decisions on Students of the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's competitive market, companies are constantly seeking ways to improve their product offerings and increase customer satisfaction. One of the key factors that influence purchasing decisions is the product design, brand image, and price. This study aims to investigate the effect of these three variables on the purchasing decision of Tupperware products among students of the Faculty of Economics and Business, University of North Sumatra. By understanding the factors that influence purchasing decisions, companies can develop effective marketing strategies to increase sales and maintain a competitive edge.

Methodology

This study uses an associative approach with sampling techniques called accidental sampling. Data is collected through questionnaires and documentation studies, while data analysis is carried out using a descriptive analysis method and multiple linear regression. The study aims to analyze the relationship between product design, brand image, and price with the purchasing decision of Tupperware products.

Analysis of the Effect of Product Design

Product Design: A Key Factor in Attracting Consumer Attention

Product design is an important factor in attracting consumer attention. Tupperware, known as high-quality and functional design products, is able to meet the needs of modern consumers. An attractive and ergonomic design not only makes the product easier to use but also gives a positive aesthetic impression. This is very important for students, who often look for products that are not only practical but also stylish. A well-designed product can create a positive first impression, making it more likely for consumers to purchase the product.

The Importance of Ergonomic Design

Ergonomic design is a crucial aspect of product design. A product that is easy to use and comfortable to handle can create a positive user experience. Tupperware's products are designed with ergonomics in mind, making them easy to use and convenient to store. This is particularly important for students, who often have limited space and need products that are compact and easy to use.

The Role of Aesthetic Appeal

Aesthetic appeal is another important aspect of product design. A product that looks good can create a positive emotional response, making it more likely for consumers to purchase the product. Tupperware's products are designed to be visually appealing, with a focus on color, texture, and shape. This can create a positive first impression, making it more likely for consumers to purchase the product.

Analysis of the Effect of Brand Image

Brand Image: A Crucial Factor in Building Customer Loyalty

Brand image also plays a crucial role in the purchasing decision. Tupperware has built a strong reputation as an innovative and quality brand. In the current information age, a good brand image can create high customer loyalty. Students tend to buy products from the brands they trust and are recognized by the wider community. With so many endorsements and positive testimonials from users, Tupperware managed to strengthen its position in the market.

The Importance of Brand Recognition

Brand recognition is a crucial aspect of brand image. A brand that is recognized by the wider community can create a positive emotional response, making it more likely for consumers to purchase the product. Tupperware's brand is recognized by many consumers, who associate the brand with quality and innovation.

The Role of Endorsements and Testimonials

Endorsements and testimonials from users can also play a crucial role in building brand image. Tupperware has received many endorsements and testimonials from users, which has helped to strengthen its position in the market. This can create a positive emotional response, making it more likely for consumers to purchase the product.

Analysis of the Effect of Price

Price: A Determining Factor in Purchasing Decisions

Price is another factor that is no less important. Students often have a limited budget, so product prices greatly influence their decision to buy. This study shows that although brand design and image is very important, competitive prices remain the main consideration. Tupperware needs to adjust the price of the product to match the purchasing power of students without sacrificing quality.

The Importance of Competitive Pricing

Competitive pricing is a crucial aspect of pricing strategy. A product that is priced competitively can create a positive emotional response, making it more likely for consumers to purchase the product. Tupperware needs to adjust its pricing strategy to match the purchasing power of students, without sacrificing quality.

The Role of Value for Money

Value for money is another important aspect of pricing strategy. A product that offers good value for money can create a positive emotional response, making it more likely for consumers to purchase the product. Tupperware needs to ensure that its products offer good value for money, without sacrificing quality.

Conclusion

From the results of this study, it can be concluded that product design, brand image, and price significantly influence the decision to purchase Tupperware products among students of the Faculty of Economics and Business, University of North Sumatra. To maintain and improve its market share, Tupperware must continue to innovate in the design of its products, maintaining its brand image, and considering an attractive pricing strategy for the student segment. Thus, companies can ensure their products remain relevant and in demand in competitive markets.

Recommendations

Based on the findings of this study, the following recommendations are made:

• Tupperware should continue to innovate in the design of its products, focusing on ergonomics, aesthetic appeal, and functionality.
• Tupperware should maintain its brand image by continuing to invest in marketing and advertising efforts, and by ensuring that its products meet the high standards of quality and innovation that consumers expect.
• Tupperware should consider an attractive pricing strategy for the student segment, taking into account the limited budget of students and the importance of competitive pricing.

By following these recommendations, Tupperware can ensure that its products remain relevant and in demand in competitive markets, and that it continues to maintain a strong market share among students of the Faculty of Economics and Business, University of North Sumatra.
Frequently Asked Questions (FAQs) about the Effect of Product Design, Brand Image, and Price on Tupperware Product Purchasing Decisions

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of product design, brand image, and price on the purchasing decision of Tupperware products among students of the Faculty of Economics and Business, University of North Sumatra.

Q: What is the methodology used in this study?

A: This study uses an associative approach with sampling techniques called accidental sampling. Data is collected through questionnaires and documentation studies, while data analysis is carried out using a descriptive analysis method and multiple linear regression.

Q: What are the key findings of this study?

A: The key findings of this study are that product design, brand image, and price simultaneously have a positive and significant influence on the purchasing decision of Tupperware products. The results of the analysis showed the Adjusted R Square value of 0.644, which means that 64.4% of the factors that influence purchasing decisions can be explained by the three variables.

Q: What is the importance of product design in the purchasing decision?

A: Product design is an important factor in attracting consumer attention. A well-designed product can create a positive first impression, making it more likely for consumers to purchase the product. Ergonomic design, aesthetic appeal, and functionality are all important aspects of product design.

Q: How does brand image influence the purchasing decision?

A: Brand image plays a crucial role in the purchasing decision. A good brand image can create high customer loyalty. Students tend to buy products from the brands they trust and are recognized by the wider community. Endorsements and testimonials from users can also play a crucial role in building brand image.

Q: What is the role of price in the purchasing decision?

A: Price is another factor that is no less important. Students often have a limited budget, so product prices greatly influence their decision to buy. Competitive pricing and value for money are both important aspects of pricing strategy.

Q: What are the implications of this study for Tupperware?

A: The implications of this study for Tupperware are that it should continue to innovate in the design of its products, maintaining its brand image, and considering an attractive pricing strategy for the student segment. By following these recommendations, Tupperware can ensure that its products remain relevant and in demand in competitive markets.

Q: What are the limitations of this study?

A: The limitations of this study are that it is based on a sample of students from the Faculty of Economics and Business, University of North Sumatra, and that the data is collected through questionnaires and documentation studies. Future studies could use a larger sample size and more diverse data collection methods.

Q: What are the future research directions based on this study?

A: Future research directions based on this study could include investigating the effect of product design, brand image, and price on the purchasing decision of Tupperware products in other demographic groups, such as working professionals or retirees. Additionally, future studies could explore the role of other factors, such as social media and online reviews, in influencing the purchasing decision.

Q: What are the practical implications of this study for businesses?

A: The practical implications of this study for businesses are that they should consider the importance of product design, brand image, and price in their marketing strategies. By understanding the factors that influence purchasing decisions, businesses can develop effective marketing strategies to increase sales and maintain a competitive edge.

Q: What are the theoretical implications of this study?

A: The theoretical implications of this study are that it contributes to the existing body of knowledge on consumer behavior and marketing strategy. The study provides insights into the factors that influence purchasing decisions and the importance of product design, brand image, and price in marketing strategies.