Track: Business Management

Abstract

The present study aims to determine whether there are differences in the preferences of the category groups on the packaging in the food industry. The data collection was conducted by distributing online questionnaires through social media to respondents who had profiles by those determined by their qualifications. The number of respondent data that has been collected is 148 respondents. The research method used is a comparative quantitative method with the Kruskal Wallis test. The results reveal several important insights. Female gender characteristics have different preferences in all packaging design assessments of packaging no 4. Income characteristics with a scale of IDR 3,000,000-5,000,000 have different preferences in ratings 1 and 2 of packaging no 1. Age characteristics with a scale> 35 years have different preferences in all packaging design ratings on packaging no 2. In the selection of suitable packaging colors, there is no significant difference between each group. Pastel orange is the color that respondents consider most suitable for the packaging. The research insight can be used as references for companies in the food industry and the theoretical findings in better understanding the consumers.