The effect of graphic design on purchasing behavior incoffee cup packaking Kutahya Porcelain example

The packing is a material which protects , carries and stores a product until it reaches to the customer , produced from different materials like plastic, glass, textile and separated internally and externally . Furthermore , the packing informs the customer about the content of the product and increases its attractiveness with its design. Therefore, both the form and the surface designs of packing is an important factor to be pay attentioned to. In this research, the impact of packing designs of coffee cups which are sold in stores of Turkey's leading home ware manufacterer Kütahya Porcelain , on purchasing behaviors have been analyzed. This research was carried out by using general survey model. Depending on this , a survey was carried out to obtain consumer opinions. The universe of the study cosisted of the customers shopping at Kutahya Porcelain stores and the products of Kutahya Porcelain, the sample of the study consisted of the 700 customers which had shopped in Kutahya porcelain stores between 2017 and 2018 , and the packings of coffee cup sets. In terms of data analysis, it is a descriptive study. According to the findings, it is understood that most of the customers who shop at Kutahya Porcelain stores, are women and married people. In addition, it is concluded that people aged from 31 to 40 do shopping intensively and self-employed people prefer shopping from stores more. In the research, it was understood that the company image of Kutahya Porcelain, the variety,quality and design of porcelain products were very well perceived by customers , but the materials used in packaging (cardboard and paper quality) were insufficient and could not protect the product sufficiently. It has been concluded that the packing of purchased product should prevent the product from breaking, the graphic design is effective in purchasing, but the colors used in the packing are below expectations. Keywords: Packaging design, graphic design, purchasing