A Practical Research

Presented to the Faculty of the

Taytay Senior High School

In partial Fulfillment of the Requirements for Practical Research 2

Effectiveness of Exploring the Role of Packaging as Perceived by

the Buying Behavior of Gen-Z

Submitted by:

Cabayag, Danica Mae

Ballesteros, Shawn Russell

Cubero, Jezzreel

Costelo, Emhelson Mark

Gan, Marry Joy Lumbiao

Serapion, Jan Andrei

Gerald Joseph Terrenal

Submitted to:

Manolito R. Tangan

2023
 CHAPTER III

Research Design

Research Design In this study, quantitative research is the research methodology being used.
Quantitative research can be defined as research which uses numerical data as inputs (Crowther
& Lancaster, 2008). The advantage is that through numerical inputs, there is mathematical and
statistical evidence. This can help in increasing the reliability and credibility of the research
findings. By outlining how a study proceeds from research questions to outcomes, research design
acts as a roadmap for steering the research process. Furthermore, it is a complete planning
process that is used to gather and evaluate data to have a greater understanding of the topic. The
research design also specifies the type of study, research questions, hypotheses, dependent and
independent variables, experimental design, data collecting techniques, and statistical analysis
strategy. The study design, as seen above, effectively addressed and performed the research
problem. Quantitative approaches were employed for the quantitative study since they are faster
and take less time than qualitative ones. Quantitative research techniques are the phenomena of
gathering numerical data and analyzing it using mathematical approaches, particularly statistics.
Furthermore, a quantitative technique entails gathering data that is susceptible to information and
qualifying it for statistical reasons to support or deny the given hypotheses.

Moreover, the quantitative approach begins with a research topic, followed by the formulation of
hypotheses and research questions, literature reviews, and quantitative data analysis. The use of
statistical data can save time and effort in this study and analysis, while the qualitative researcher
will have more time and effort to describe the results. Furthermore, because the data obtained is in
the form of numbers, percentages, and quantifiable quantities, it can be evaluated and carried out
using IBM Statistical Package for Social Science, or SPSS, which saves a lot of time and work.
Most importantly, quantitative research may ensure that respondents remain anonymous. Lastly,
the quantitative technique is chosen because of its benefits to the research since it allows the
researcher to analyze the study's findings in a precise and impartial manner. It is a very systematic
procedure, and the researcher will gather data from the questionnaires that have been issued. The
questionnaire will be circulated through the internet to students from several Malaysian institutions
to collect data for this study. Close-ended questions will be used to ask students since they give
quantifiable replies and allow researchers to collect numerical data and statistical results.

Population, Sample Size and Data Collection Method

The population of this study was all students from one faculty of Taytay Senior High. The faculty
has 6 diploma programmes, 37 bachelor's degree programmes, 20 master's degree programmes
and 12 doctoral programmes from various faculty. There are 2,460 students in the faculty and 331
sets of questionnaires were distributed and a total of 322 surveys were completed, representing a
response rate of 97%. The study used administered online questionnaire as the mode of data
collection.
Description of Respondents

The respondents in this study will primarily consist of Gen-Z individuals who are actively engaged
in shopping and making buying decisions. They should have previous experience of purchasing
products in various categories, such as fashion, technology, cosmetics, or food. The respondents
will have diverse perspectives on packaging, ranging from their initial attraction to the product, the
influence of packaging on their buying decisions, and post-purchase satisfaction and brand loyalty.
Through their participation, their insights will contribute to understanding the perception and
effectiveness of packaging in Gen-Z buying behavior.

Research Instrument

The research instrument for this study will consist of a structured questionnaire designed to collect
data on the effectiveness of packaging as perceived by the buying behavior of Gen-Z individuals.
The questionnaire will be divided into different sections to capture relevant information, including
demographic details, buying behavior patterns, packaging preferences, and perceived
effectiveness of packaging. The instrument will include both closed-ended and open-ended
questions, allowing participants to express their opinions and experiences regarding packaging in
a comprehensive manner.

The questionnaire will begin with a demographic section aimed at gathering information about the
participants' age, gender, educational background, and income level. These demographic
variables will provide insights into the characteristics of the Gen-Z respondents and their potential
impact on buying behavior. Following the demographic section, participants will be asked about
their shopping habits, preferred product categories, and frequency of purchase. These questions
will help establish a baseline understanding of the buying behavior of the Gen-Z participants.

The section on packaging preferences will seek to explore the respondents' perceptions and
preferences regarding packaging design, colors, materials, and overall aesthetic appeal.
Participants will be asked to rate their level of agreement with statements related to packaging
attractiveness and its influence on their purchase decisions. This section will provide quantitative
data on the importance of packaging elements in shaping the buying behavior of Gen-Z
consumers.

The final section of the questionnaire will include open-ended questions to capture qualitative data
on the perceived effectiveness of packaging. Participants will be asked to share specific examples
of packaging that have influenced their buying decisions and the reasons behind their choices.
Qualitative data collected through this section will provide rich insights into the experiences,
emotions, and perceptions of Gen-Z consumers towards packaging, complementing the
quantitative findings.
Statistical Treatment of Data

The data collected through the questionnaire will be subjected to various statistical analyses to
derive meaningful insights. Descriptive statistics, such as means, frequencies, and percentages,
will be utilized to summarize the demographic characteristics, buying behavior patterns, and
packaging preferences of the Gen-Z respondents. This will provide a holistic view of the sample
and serve as a foundation for further analysis.

To analyze the impact of packaging on buying behavior, regression analysis can be employed.
Regression will allow the researcher to examine the relationship between different variables, such
as packaging attractiveness, perceived effectiveness, and buying behavior. Regression analysis
will determine the strength and significance of these relationships, providing insights into how
packaging influences the buying decisions of Gen-Z consumers.

Factor analysis can be used to identify underlying factors or dimensions related to packaging
preferences. This analysis will determine whether certain packaging attributes (e.g., design, colors,
materials) are perceived differently by Gen-Z individuals and whether there are any dominant
factors driving their choice of products. Factor analysis will help simplify the data while identifying
significant patterns and dimensions in the respondents' perceptions of packaging.

This approach involves organizing the responses into meaningful themes and categories,
identifying recurring patterns and sentiments. Thematic analysis will provide a deeper
understanding of the perceptions, experiences, and emotions related to packaging as perceived by
Gen-Z individuals. The qualitative findings will be integrated with the quantitative results to provide
a comprehensive overview of the effectiveness of packaging.

Citations
- Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th
ed.). Cengage Learning.
- Creswell, J. W., & Clark, V. L. P. (2017). Designing and Conducting Mixed Methods Research
(3rd ed.). Sage Publications.
- Saunders, M., Lewis, P., & Thornhill, A. (2015). Research Methods for Business Students (7th
ed.). Pearson Education.
Survey Questionnaire: Effectiveness of Exploring the Role of Packaging as Perceived by the
Buying Behavior of Gen-Z

Introduction
Thank you for participating in this survey. We are conducting research on the effectiveness of
exploring the role of packaging as perceived by the buying behavior of Gen-Z. The purpose of this
survey is to gather information regarding Generation Z's buying behavior and their perception of
packaging. Your responses will remain anonymous and will only be used for research purposes.

Please answer the following questions honestly and to the best of your abilities.

5 – Strongly Agree
4 – Agree
3 – Neutral
2 – Disagree
1 – Strongly Disagree

Name:
Age:
Sex:
Section:

Part I. How does the color of a product impact consumers' purchase decisions?

COLORS 5 4 3 2 1

Gen Z tends to be drawn to visually appealing and aesthetically

1
pleasing designs.

Colors associated with the brand can create a sense of familiarity

2
and trust.

Colors evoke emotions, and Gen Z is known to appreciate brands

3
that can connect with them on an emotional level.

Packaging that is visually appealing and “Instagrammable” can

encourage
4
users to share their purchases online, effectively providing free
marketing for the brand.

Staying updated with the latest color trends can help brands stay
5
relevant and attractive to Gen Z consumers.
Part II. How does the visual design of packaging influence the buying behavior of Gen Z?

VISUALS 5 4 3 2 1

1 Gen Z is drawn to visually striking and unique designs.

Gen Z values authenticity, and packaging visuals that feature

2 genuine and
relatable images are likely to resonate with them.

Gen Z appreciates storytelling, and packaging visuals can

3
effectively convey a brand's narrative.

Packaging visuals that represent a diverse range of people and

4
experiences can be more appealing to Gen Z's.

While Gen Z appreciates visually stimulating designs, they also

5
tend to appreciate simplicity and minimalism.

Part III. How does the choice of typography in packaging design affect the purchasing decisions of
Gen Z?

TYPOGRAPH 5 4 3 2 1

Gen Z values clear communication. Typography that is easy to

1
read and understand is crucial.

Typography choices can convey a brand's personality and

2
attitude.

Gen Z tends to appreciate modern and trendy aesthetics. Using

3 contemporary and stylish fonts in packaging design can make a
brand appear more relevant and appealing.

Incorporating interactive elements in typography, such as QR

4
codes or scannable fonts, can engage Gen Z consumers.

Eco-friendly fonts, messaging about sustainable practices, or

5 certifications presented through typography can appeal to Gen
Z's environmentally conscious mindset.
Part IV. How does packaging design play a significant role in influencing the buying behavior of
Gen Z consumers?

FORMAT 5 4 3 2 1

A visually appealing package stands out on the shelves and may

1
increase the likelihood of a purchase for Gen Z's.

Clear packaging that allows consumers to see the product inside

2 can convey transparency and align with Gen Z's desire for
authenticity and honesty from brands.

Gen Z, known for its on-the-go lifestyle, may be attracted to

3
packaging formats that offer convenience and portability.

Packaging formats that allow for customization, whether through

4 labels, colors, or other design elements, can create a more
personalized and engaging connection with the consumer.

Gen Z tends to respond well to brands that tell a compelling

5
story.

Thank you for taking the time to complete this survey. Your input is greatly appreciated and will
contribute to our research on the effectiveness of exploring the role of packaging as perceived by
the buying behavior of Gen-Z.