Abstract:
Packaging is the method of enclosing or protecting products for their distribution, storage, sale,
and use. Packaging is capable of performing all these tasks through its elements, namely
packaging color, packaging design, quality of packaging materials, packaging size, packaging
graphics, and packaging label or printed information. The objective of this study is to examine
the effect of packed water packaging attributes on consumers' purchase decisions in the case of
selected packed water manufacturers in Bahir Dar city. A mixed research approach was used in
this research. Primary data has been collected through a questionnaire, and for analysis
purposes, SPSS software was used. In this study, a sample of 384 respondents was used.
According to the findings of the research study, it has been observed that packaging is an
important factor in influencing consumers’ purchase decisions of Choice, Kefeta, and Genet
packed mineral waters. It is further concluded that of all the studied packaging
elements, packaging design is the most important factor that influences a consumer’s purchase
decision. Based on the findings of the study, it is recommended that packed mineral water
companies in Ethiopia should give great emphasis on continually improving the quality of their
package attributes to enhance consumers' purchase decisions.