South Asian Journal of Social Studies and Economics

This study explores the impact of product packaging on consumer buying behavior, focusing specifically on Jambo Drinking Water in Nyegezi Ward, Mwanza City, Tanzania. The research investigates two key aspects of packaging: design and convenience, using the AIDA (Attention, Interest, Desire, and Action) model as a framework to understand how packaging influences consumer decision-making. A quantitative research approach was employed, with a population of 28,454 and a sample size of 379 respondents, determined using the Krejcie and Morgan table. Random sampling was used to ensure an equal chance of selection for all participants. Data was collected through questionnaires and analyzed using multiple regression analysis with SPSS version 20.0. The results revealed that packaging design significantly influences consumer choices, with a coefficient of 0.322, while convenience emerged as the most influential factor, positively affecting buying behavior. The study found that packaging plays a crucial role in capturing consumer attention and stimulating interest and desire, ultimately driving action. The findings suggest that Jambo Group of Companies should focus on improving packaging design and enhancing convenience to better align with consumer preferences. Limitations of the study included challenges in respondent engagement and time constraints. Based on these findings, recommendations include ongoing improvements in packaging strategies and greater collaboration across departments within Jambo Group of Companies to enhance product appeal and customer satisfaction.