Packaging optimization model using cost-based behavioral perspective approach in food and beverage industry

Authors

DOI:

https://doi.org/10.15587/1729-4061.2024.309138

Keywords:

packaging, food and beverage, typography, customer loyalty, customer retention, ethnography, encourage repeat business, boost productivity, customer behavior, cost factor

Abstract

The high competition in the food and beverage industry in Indonesia, where packaging has a very important function, with the main function to protect the product, as well as being a factor in attracting consumers' interest in making purchases. Packaging production is dominated by several companies, which when categorized are divided into middle-up manufacturing and middle-low manufacturing. The research is necessary to create an optimal packaging design model by considering the culture and habits of consumer. Capturing customer behavior and costs has a control function. Ethnographic studies are used to explore packaging elements that are important to consumer and Structural Equation Modeling (SEM) was used for data processing.

The result provides a conceptual model as well as recommendations for food and beverage manufacturers in terms of the packaging used. Seven elements of packaging that deserve primary attention: design, image, typography, color, size, material and quality. Using habit and cost factors has the control variables, with maximum profit as the objective function. Recommendations for middle-up manufacturing are focused on four packaging elements: design, image, color and quality. It is recommended to maximize strategies for customer retention and improving customer loyalty. Middle-low manufacturing is focused on four packaging elements: color, size, material and quality. It is recommended to maximize strategies to encourage repeat business and boost productivity.

The features identified in this research are very possible to be implemented by food and beverage manufacturer, along with recommended strategies. For example, at the middle and low manufacturing level, it is very important to pay attention to product availability in several sizes

Author Biographies

Sutrisno Trisno, Sepuluh Nopember Institute of Technology (ITS)

Department of Industrial and Systems Engineering

I Ketut Gunarta, Sepuluh Nopember Institute of Technology (ITS)

Doctor of Industrial Engineering

Department of Industrial and Systems Engineering

Erwin Widodo, Sepuluh Nopember Institute of Technology (ITS)

Doctor of Industrial Engineering

Department of Industrial and Systems Engineering

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Packaging optimization model using cost-based behavioral perspective approach in food and beverage industry

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Published

2024-10-31

How to Cite

Trisno, S., Gunarta, I. K., & Widodo, E. (2024). Packaging optimization model using cost-based behavioral perspective approach in food and beverage industry. Eastern-European Journal of Enterprise Technologies, 5(13 (131), 97–111. https://doi.org/10.15587/1729-4061.2024.309138

Issue

Vol. 5 No. 13 (131) (2024): Transfer of technologies: industry, energy, nanotechnology

Section

Transfer of technologies: industry, energy, nanotechnology

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Copyright (c) 2024 Sutrisno Trisno, I Ketut Gunarta, Erwin Widodo

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