DELIVERY FOOD PACKAGING DESIGN BASED ON CONSUMER PERSPECTIVE

  • Maya Setiawardani Business Administration Department, Politeknik Negeri Bandung
  • Harmon harmon Business Administration Department, Politeknik Negeri Bandung
  • Mukaram Mukaram Business Administration Department, Politeknik Negeri Bandung
  • Ira Siti Sarah Business Administration Department, Politeknik Negeri Bandung
  • Ermina Tiorida Business Administration Department, Politeknik Negeri Bandung
  • Mohammad Rizal Gaffar Business Administration Department, Politeknik Negeri Bandung
  • Iwan Mulyawan Business Administration Department, Politeknik Negeri Bandung
Keywords: pull market strategy, customer perspective, food packaging

Abstract

In recent years, the market for delivery foods has grown rapidly. The large-scale social restrictions that were announced by Indonesian government as a response to Covid-19 pandemic has continued the increasing trend of online food delivery. Convenient and health factors are the main motivator of this trend. Therefore, there is a growing concern about the effective packaging design for takeout foods. However, only a few a study published on this specific topic. It is important to understand the main concern of customers on the takeout foods packaging design. The purpose of this study is to design suitable takeout foods packaging based on the customer perspective using a pull market strategy. This study used various data collection methods such as observation, interview, literature study, and survey. Data collected was analyzed with descriptive analysis and SWOT analysis. A packaging design is proposed considering customer inputs on packaging material, design, and information needed.

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Published
2021-03-31
How to Cite
Setiawardani, M., harmon, H., Mukaram, M., Sarah, I. S., Tiorida, E., Gaffar, M. R., & Mulyawan, I. (2021). DELIVERY FOOD PACKAGING DESIGN BASED ON CONSUMER PERSPECTIVE. JOURNAL OF APPLIED BUSINESS ADMINISTRATION, 5(1), 95-104. https://doi.org/10.30871/jaba.v5i1.2590