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This thesis points out how the packing of cake boxes
influences the customers'' buying behaviour . Preference factors
are the cognition of design characteristics, purchase attitude
and customers'' purchase wil-lingness . The research background
is based on how the packing design influences the customers''
behavior when buying cakes. The post questio-nnaire was
introduced to survey this behavior. The result is revealed as
follows: 1. Customers'' behavior of regarding the gift box
Their major concern is make - up of the product''s name ,
following by price, packing, purchase convenience and
customers'' of social position. There exists a significant
different in the packing met- hod of repurchase. 2-1
Customers'' cognition of packing design The major influence
factors of packing design on the customers were colour ,
product introduction , product preservation , printing ma-
terial, and ornaments on the box . 2-2 Customers'' attitude
towards packing design Paper is the packing material that
attracts customers most . Custom- ers value the design
according to its style pattern , beauty printing and
elegance of ornaments . Another major concern is whether packing
material can be recycled . 3. Influence factors on purchase
preference The influence factors are safety packing , color
of printing and pack- ing method . The customers'' attitude
towards safety of packing is significantly influenced by
age , education , and income whereas the attitude towards
the printing colour is additionally influenced by
customers'' sex and occupation . The attitude towards packing
method depends majority on occupation , and household size.
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