This study aims to discuss the effects of brand image and package design on consumers'' purchase intention by using packaged coffee as an example. In the present research, convenience sampling was employed, and paper-based face-to-face questionnaires were distributed. There remained 357 valid questionnaires after the exclusion of invalid ones. To testify the research framework of this study, reliability tests, analyses of variance, and regression analyses were conducted to investigate the mutual influence of brand image and package design on different aspects of purchase intention.
Through hypothesis testing, the following results were obtained. Consumers'' purchase intention was significantly affected by their occupation, education level, and amount of disposable income. In addition, packaging types are significantly different in brand image and package design. Functional brand image, package design, and package patterns have a significant influence on purchase intention. According to the results of this study, the following three suggestions were offered. First, embellish package design to enhance purchase intention. Second, upgrade brand image to increase purchase intention. Third, adopt differentiated marketing strategies. These can serve as practical references of marketing for business owners, which should thereby increase the market share of packaged coffee. Suggestions of follow-up studies were also made for future researchers to further delve into these issues.