ArticlePDF Available

THE INFLUENCE OF PACKAGING ELEMENTS ON THE CONSUMER PURCHASE DECISION

Authors:

Abstract and Figures

The present study was planned and conducted with the aim of researching the influence of packaging elements on the consumer purchase decision. This study was conducted among a random sample of 250 consumers in the Çankaya district of Ankara in 2014. The majority of the participants in the study were women, had a university education and employees with an income average of 3718 TL. Correlation analysis results show a statistially significant mid-level positive relationship between the consumer purchase decision and the following packaging elements: durability, printed information, material, size and ecological sustainability. A statististically significant low-level positive relationship was established between the consumer purchase decision and two packaging elements: background image and form. However, no meaningful relationship was found between the consumer purchase decision and the packaging elements of graphics, color and font style. Regression analysis results demonstrate that packaging elements that have the most statistically significant effect on the consumer purchase decision are durability, printed information and material, respectively.
Content may be subject to copyright.
International Journal of Multidisciplinary Thought,
CD-ROM. ISSN: 2156-6992 :: 05(02):87–98 (2015)

THE INFLUENCE OF PACKAGING ELEMENTS ON THE CONSUMER
PURCHASE DECISION
Arzu ùener, Bahar Kinaci and Nuri Do÷an
Hacettepe University, Turkey
The present study was planned and conducted with the aim of researching the influence of packaging
elements on the consumer purchase decision. This study was conducted among a random sample of 250
consumers in the Çankaya district of Ankara in 2014. The majority of the participants in the study were
women, had a university education and employees with an income average of 3718 TL. Correlation
analysis results show a statistially significant mid-level positive relationship between the consumer
purchase decision and the following packaging elements: durability, printed information, material, size
and ecological sustainability. A statististically significant low-level positive relationship was established
between the consumer purchase decision and two packaging elements: background image and form.
However, no meaningful relationship was found between the consumer purchase decision and the
packaging elements of graphics, color and font style. Regression analysis results demonstrate that
packaging elements that have the most statistically significant effect on the consumer purchase decision
are durability, printed information and material, respectively.
Keywords: Packaging, Packaging elements, Consumer purchase decision.
Introduction
Packaging is one of the most important tools in modern marketing today (Minooei et al., 2015: 8; Deliya,
2012: 199). Packaging has become a vital tool of marketing today due to such developments as increasing
social prosperity, deepened awareness of health and hygiene concerns, emphasis on customer satisfaction
and consumer rights protection (Dilber, Dilber & Karakaya, 2012: 160; Bilgili, 2002: 13). This has two
main reasons. Firstly, packaging protects the product from external effects like breakage, evaporation,
spillage, light, heat and cold, therefore prolonging its shelf life (Chaudhary, 2014: 18; Özbucak, 2013: 43;
Yenilmez, 2012: 42). Secondly, packaging speaks to the individual consumer, affecting their choices,
influences brand choices by advertising the product directly from the shelf and thus has an effect on
consumer purchase behaviours (Jafari et al., 2013: 68; Agariya et al., 2012; ølisulu, 2012: 125;
Chaudhary, 2011: 77; Akpõnar & Yurdakul, 2008; Vila & Ampuero, 2007; Young, 2002: 12). It is
estimated that 60-70 % of all purchase decisions are made while the consumer is in the store. While the
marketing messaging in advertisements and on social media may have a role in creating the demand, the
packaging is the final point of communication between a brand and the consumer in a retail environment.
This is why packaging is one of the most important points of interaction between the brand and the
consumer. Therefore, the examination of the relationship between packaging, a critical determinant of
product success and the consumer purchase decision, the focal point of modern marketing practice, is
important (Alervall & Saied, 2013: 8; Aydar, 2010: 21).
87
88 The Influence of Packaging Elements on the Consumer...
Studies on the subject focus mainly on packaging elements (ùener, Do÷an & Kõnacõ, 2014;
Shekhar & Raveendran, 2013; Deliya & Parmar, 2012; Kaye, 2011; Göbel, 2008; Silayoi & Speece,
2004). Packaging elements could be defined as all the information that is found on the package, as well as
its visual and structural properties. However, a consensus on the classification of packaging elements has
not been reached in the existing studies. The Butkeviciene, Stravinskiene and Rutelione (2008) studies
includes one of the most comprehensive classification efforts ever made. In this study, elements like
brand, product name, producer or country of origin, general information, usage instructions and special
offers are classified as verbal components; imagery, graphics, colour, form, size, materials and smell as
non-verbal components; while simplicity, ecological sustainability, ergonomics and innovativeness are
considered packaging features. Another comprehensive classification effort may be found in the ùener,
Do÷an and Kõnacõ paper (2014). In this study, packaging elements are divided into three groups called
visual, structural and informational. Visual elements are graphic design, press (font), aesthetics, colour,
shape and size; structural elements are material, ecological sustainability, durability and ergonomics;
informational elements consist of name, brand, producer/country, instructions and information about the
product. Generally, most of the studies examined it is seen that packaging elements divide into two
groups: visual and informational/verbal. Adam and Ali studies consider size, graphics, color, design and
material to be visual elements, while product information, nutritional information and country of origin
are classified as verbal elements. Gilaninian, Ganjinia and Moradi (2013), on the other hand, include
graphic, form, color and size in visual elements while considering general information, production
information and countryto be the informational elements. Similarly to Kuvykaite, Dovaliene and
Navickiene (2009), Chou and Wang (2012) classify graphics, color, size, form and material as visual
elements and product information, producer, country of origin and brand as verbal elements. For Estiri et
al (2010), the visual elements are shape, size and color, while the informational elements are general
information and technology. Silayoi and Speece (2004) classify graphics and size/shape as visual
elements and product information and technology as informational elements.
In some studies packaging elements are not divided into the categories of visual, informational/
verbal or structural packaging elements. For example, Deliya and Parmar (2012) categorize packaging
elements as color, material, wrapper design, innovation, font style, printed information and background
image and and examine the role of these elements on the consumer purchase decision.
It appears that the most prominent packaging elements in most of the studies listed above are
graphics, color, size, form, font style, background image, material, and printed information. Graphics,
color, size and form are elements that initially attract the consumer and start the communication between
the consumer and the product (Teke,2014: 16-17; Clement, 2007: 925). Attention-catching visual
elements of its packaging thus quickly distinguish the product from other similar products from the
consumer's point of view. As font style directly represents the information provided on the packaging, it
has a strong influence on how the desired message is conveyed (Karasu, 2014; 31-43). Background image
creates a desire for the product in the consumer (Kaynak, 2012: 40; Sial et al., 2012; Aygün, 2007: 24).
Material, along with the effect it has on the visual characteristics of the packaging, also defines its
structural features. Printed information, on the other hand, provides facts regarding product attributes
such as product name, brand name, country of origin, ingredients, usage instructions, storage instructions,
nutrition information, special offers, expiry date and product mass/volume (Merwe, Bosman & Ellis,
2014; Kaynak, 2012: 39; Silayoi & Speece, 2007; Prathiraja & Ariyawardana, 2003). Because of the
effect they have, graphics, color, size, form, font style, background image, material and printed
information are considered to be packaging elements for the purposes of this study and their influence on
the consumer purchase decision is examined.
The literature review also revealed a very small number of studies that classify ecological
sustainability and durability as packaging elements (ùener, Do÷an & Kõnacõ, 2014; Butkeviciene,
Stravinskiene& Rutelione, 2008). However, environmental issues and increasing ecological concerns in
the last 30 years have translated into an increase in the consumer preference for eco-friendly/ecologically
sustainable products (Delibaú, 2010: 76; Rokka & Uusitalo, 2008: 516; Fraj & Martinez, 2007: 26).
Arzu ¸Sener et al. 89
Moreover, one of the most important components of product sales is the creation of a sense of trust in the
consumer for the product. In terms of packaging, this sense of trust can be achieved by ensuring that the
packaging protects the product in the best way possible. Protection of the product is the most important
fundamental function of the product. This requires, first and foremost, the packaging to have durability
(Bahattin, 2013: 8; Barnes, Southee & Henson, 2003: 134; Bix et al., 2002: 7; Wambugu, 2014). Thefore,
ecological sustainability and durability are also considered to be packaging elements for the purposes of
this study and their influence on the consumer purchase decision is examined.
Packaging no longer only fulfils its traditional role of protecting the product. It also needs to
communicate a complete message about the product, to get consumer attention in retail stores and to
provide incentive for consumers to use the product through convenience (Rundh, 2013). Therefore it is
important for companies, marketers and packaging designers to know how packaging influences the
consumer purchase decision. This study was conducted to determine the relationship between the
consumer purchase decision and graphics, color, size, form, font style, background image, material,
printed information, durability and ecological sustainability in order to measure the impact of packaging
on consumers.
Methodology
Importance of the Study
This study is important for the following reasons:
As is the case in many other countries, the food sector in Turkey is growing and developing at an
increasingly fast rate. Packaging is an important tool in this sector as it protects the product and
ensures communication with the consumer. This is the reason why food packaging as it relates to
the Turkish market should be researched and the relationship between food packaging and the
consumer purchase decision should be examined.
A comprehensive survey on the effects of packaging elements on the consumer purchase decision
provided limited knowledge on the subject, especially in regard to Turkey. Therefore, it is thought
that this study will make an important contribution to the field.
Hypotheses
The dependent variable of this study is the consumer purchase decision while the independent variables
are graphics, color, size, form, font style, background image, material, printed information, durability and
ecological sustainability. This leads to the following hypotheses:
H1: A statistically significant relationship exists between the consumer purchase decision and at least
one of the packaging elements.
H2:The regression coefficient of at least one of the packaging elements used for predicting the
consumer purchase decision is statistically significant.
Data Collection
This study was conducted among a random sample of 250 consumers in the Çankaya district of Ankara in
2014. Participation was voluntary. Participants were informed about the subject and the purpose of the
story. Further details were provided when they had questions. Survey responses (n= 250) were entered
into an SPSS without the respondents’ personal identifiers.
90 The Influence of Packaging Elements on the Consumer...
Characteristics of the Sample
Information regarding the participants' demographic characteristics is presented in Table 1. It can thus be
observed that participants in the study are mostly “women” (56.8%) and “married” (62.0%). They are also
predominantly between ages of “26 and 35” (32.8%), present in the “workforce” (66.8%), and educated at
“university level” (50.0%). Economically, 36.0 % of the participants had a monthly income between
“1501 and 3000” TL while 35.6% made “4501 TL and over” per month. The average age of the
participants was 38.2, while the average income was calculated at 3718 TL.
Table 1. Demographic Characteristics of the Participants
N % N %
Gender Female 142 56.8 Marital status Married 155 62.0
Male 108 43.2 Single 95 38.0
Age (years)
18-25 42 16.8
Education
Primary school 26 10.4
26-35 82 32.8 High school 54 21.6
36-45 54 21.6 University 125 50.0
46-55 43 17.2 Post-graduate 45 18.0
56 and above 29 11.6
Montly income
1500 TL and below 27 10.8
Employment status
Yes 167 66.8 1501-3000 TL 90 36.0
No 53 21.2 3001-4500 TL 44 17.6
Retired 30 12.0 4501 and above 89 35.6
Total: 250 100,0 Total: 250 100,0
Measurement
Research data was gathered through a questionnaire form developed by the researchers using theoretical
information after extensive literature review. The survey was administered face-to-face. In order
to receive accurate and reliable responses, special care was taken to ensure that all participants were
over the age of eighteen and capable of making the decision to purchase the food product in question on
their own.
The survey form is comprised of two parts: The first part includes questions about demographic
characteristics of the participants. The participants were asked to identify their gender (male/female), age
group as defined in the study (Five age groups were described for the purposes of the study: 18-25, 26-35,
36-45 and 56 and above), their education level (primary school, high school, university and
post-graduate), their marital status (married/single), and their income, based on the total amount earned
from all sources by family members (the four groups determined for this study were as follows: 1500
Turkish Lira (TL) and below, 1501-3000 TL, 3001-4500 and 4501 TL and above). The second part
includes statements formulated to analyse the effects of packaging elements on the consumer purchase
decision. Simple and clear language was used to ensure that all participants could follow and answer the
questions accurately. Question items were designed based on the 5-point likert scale (1: never, 2: rarely,
3: seldom, 4: often and 5: always) to enable the participants to answer each question based on personal
experience.
The internal consistency coefficient (Cronbach's alpha) for the entire survey was .71. On the other
hand, as each one of the survey questions was considered a variable, their validity and reliability were
checked by three domain experts, who unanimously agreed on the suitability of the questions.
Arzu ¸Sener et al. 91
Data Analysis
This study makes predominant use of two statistical analysis methods. Measurement values for all
dependent and independent variables being over 4, measurements results were assumed to have been
obtained on the equal interval scale and the Pearson Correlation Coefficient and Multiple Regression
Analysis method was utilized (Murray, 2013; De Winter & Dodou, 2010). The Pearson Correlation shows
the level/depth and direction of the relationship between variables. Coefficients between .70-1.00 were
taken to show a high-level relationship, while .70-.30 were classified mid-level and .30-.00 were
considered to be low-level relationships in the evaluation of the correlation coefficients (Büyüköztürk,
2014: 31). Multiple regression analysis, on the other hand, is a type of analysis aiming to predict the
dependent variable based on two or more independent variables (predictor valuables) related to the
dependent variable. Multiply regression analysis allows for the analysis of the total variance explained by
the predictor values regarding the dependent value, the statistical significance of the predictor values and
the strength of the relationship between the predictor variables and the dependent variable (Büyüköztürk,
2014: 98). Preanalyses were conducted on the data to determine whether it met the prerequisite conditions
in terms of normality, linearity, autocorrelation and multicolinearity to ensure that the data collected was
suitable for regression analysis. All coefficients of skewness and kurtosis for the variables were found to
be near zero. None of the variables showed a meaningful deviation from the norm. Scatterpot graphics
were used to test the linearity of the relationships between dependent and independent, which were found
to be linear. Correlations between variables and variance inflation factors (VIF) were used to determine
any possible multicolinearity issues. As none of the correlations between the variables exceeded the
absolute value of .80 and all calculated variance inflation factors were under 5, it was concluded that no
such issues existed. Lastly, the Durban-Watson D statistic was used for autocorrelation, which was
nonexistent. The regression analysis was completed once the date was found to be sufficient for this
method.
Results
Results of the Pearson Correlation Analysis conducted to determine the relationship between packaging
elements and the consumer purchase decision are presented in Table 2. These results show a statistically
significant mid-level relationship between the consumer purchase decision and the following packaging
elements: durability (r= .574; p < .01), printed information (r= .517; p < .01), material (r= .511; p <
.01), size (r= .393; p < .01) and ecological sustainability (r= .341; p < .01). A statististically significant
but low-level relationship was established between the consumer purchase decision and two packaging
elements: background image (r= .219; p < .01) and form (r= .168; p < .01).Thus, in this context the H1
hypothesis was accepted. However, no meaningful relationship was found between the consumer
purchase decision and the packaging elements of font style (r= .085; p > .01), graphics (r= .040; p > .01)
and color (r= .020; p > .01).
Table 2. The Correlation Between the Packaging Elements and the Consumer Purchase Decision
Concumer Purchase Decision
Pearson Correlation Sig. (2-tailed) N
Durability .574** .000 250
Printed information .517** .000 250
Material .511** .000 250
Size .393** .000 250
Ecological Sustainability .341** .000 250
92 The Influence of Packaging Elements on the Consumer...
Background image .219** .000 250
Form .168** .008 250
Font Style .085 .180 250
Graphics .040 .524 250
Color .020 .752 250
** Correlation is significant at the 0.01 level (2-tailed).
A summary of the results of the multiple regression analysis conducted to answer the second sub-
problem of the study is presented in Tables 3 and 4.
Tablo 3. Model Summary
Model R R Square Adjusted R Square Std. Error of the
Estimate
1 .728a .530 .511 .51605
Table 3 presents information on the strength of the relationship between the packaging elements and
the consumer purchase decision. Calculated multiple correlation (R) value (= 0.728) demonstrated a
strong relationship between the packaging elements and the consumer purchase decision. According to
the R square results, %53 of the consumer purchase decision can be explained by the packaging elements.
In other words, it could be said that the packaging elements have a high-level influence on the consumer
purchase decision. The statistical significance of this influence was tested by a variance analysis, the
results of which are presented in Table 4. These show that the influence of the packaging elements on the
consumer purchase decision are meaningful predictors at p<.01 level. Thus, within this context the H2
hypothesis was accepted. This means that at least one of the regression coefficients for the packaging
elements is statistically significant in the prediction of the consumer purchase decision.
Tablo 4. ANOVAa
Model Sum of Squares Df Mean Square F Sig.
1 Regression 71.828 10 7.183 26.972 .000b
Residual 63.648 239 .266
Total 135.476 249
a Dependent variable: the consumer purchase decision.
b Predictors: (Constant), graphics, color, size, form, font style, background image, material, printed information,
durability, ecological sustainability.
Regression coefficients calculated to determine the significance level of prediction strength of the
packaging elements in predicting the consumer purchase decision, standard deviation of the regression
coefficients, standardized regression coefficients, t statistics and their probability (p) values are presented
in Table 5. These results show that, based on the significant t statistic and the greatness of the
standardized regression coefficients, the packaging elements of durability, printed information and
material have a statistically significant influence on the consumer purchase decision. On the other hand,
graphics, color, size, form, font style, background image and ecological sustainability have a low-level
influence on the model with a regression coefficient of 0.05, which was not found to be statistically
significant.
Arzu ¸Sener et al. 93
94 The Influence of Packaging Elements on the Consumer...
Tavúancõ (2001) concluded that label information on the packaging has a stronger influence on the
consumer purchase decisions of consumers with higher levels of education.
Material is directly related to the durability of the packaging and effects the consumer's quality
perception as durable packaging could only be possible with the use of durable materials (Adam & Ali,
2014). Thus material is not only important for the protection function of the packaging; it is also a crucial
factor in building consumer trust for the product. This study found material to be the third most influential
packaging element on the consumer purchase decision. Some previous studies also show a meaningful
statistical relationship between packaging material and the consumer purchase decision (ùener, Do÷an
and Kõnacõ, 2014; Shah, Ahmad and Ahmad, 2013; Bilgili, 2002: 70).
While correlation analysis results of the research data indicated a mid-level meaningful relationship
between the consumer purchase decision and the packaging elements of size and ecological sustainability,
regression analysis results show that the influence of these packaging elements on the consumer purchase
decision is not statistically significant. Similarly, while correlation analysis results of the research data
indicated a low-level but meaningful relationship between the consumer purchase decision and the
packaging elements of background image and form, regression analysis results show that the influence of
these packaging elements on the consumer purchase decision is not statistically significant. On the other
hand, correlation analysis results of the research data showed no meaningful relationship between the
consumer purchase decision and the packaging elements of graphics, color and font style, and regression
analysis results show that the influence of these packaging elements on the consumer purchase decision is
not statistically significant. However, studies demonstrating statistically significant effects of size,
ecological sustainability, background image, form, graphics, color and font style on the consumer
purchase decision exist in the literature (Chaudhary, 2011: 80; González, Huynh & Yousef, 2009: 31;
Bilgili, 2002: 71). Cultural differences and variations in samples could explain such differences between
research results in various studies.
General analysis of the results implies that consumers in Turkey attach more importance to the
protection, information and communication functions of packaging. Packaging serves to protect the
product against physical and mechanical effects as well as to preserve its quality. The protection function,
which ensures that the product reaches the customer clean and in good condition, is being used more
efficiently thanks to developments in packaging technologies. That consumers value the protection
function of packaging over visual elements could indicate their high level of awareness regarding the
need to protect the product from the production line until it reaches the consumer and could be interpreted
to mean that they make informed choices when purchasing food products. On the other hand, consumers
reported that written information provided on the packaging was an important factor affecting their
purchase decision. Modern marketing requires an effort beyond developing an appropriately-priced good
product to pitch to a target audience to ensure effective communication with the said audience. While
graphics, color and font style are important packaging elements in ensuring effective communication with
the consumer, results of this study show that consumers place more importance on getting essential
written information on the packaging regarding their health and safety.
This is a favorable result for the developing Turkish food industry. It is clear that advertising
focusing on the visual elements of the packaging will not get a very positive response from these
consumers.
References
1. Adam, M. A. & Ali, K. (2014). Impact of Packaging Elements of Packaged Milk on Consumer Buying
Behaviour. Institute of Business Administration Karachi, IBAICM International Conference on Marketing.
2. Agariya, A. K., Johari, A., Sharma, H. K., Chandraul, U. N. S. & Singh, D. (2012). The Role of Packaging in
Brand Communication. International Journal of Scientific and Engineering Research, 3(2), 1-13.
3. Akpõnar, M. G. & Yurdakul, O. (2008). Gõda Ürünlerinde Marka Tercihini Etkileyen Faktörler[Factors
Affecting Brand Choices in Food Products]. Akdeniz Üniversitesi Ziraat Fakültesi Dergisi [Akdeniz University
Faculty of Agriculture Magazine], 21(1), 1-6.
Arzu ¸Sener et al. 95
4. Alervall, V. & Saied, J. S. (2013). Perspectives on the Elements of Packaging Design, a Qualitative Study on
the Communication of Packaging. Bachelor Thesis, Business Administration at the Section for Management,
Blekinge Institute of Technology.
5. Aydar, C. (2010). Bir Ürün Olarak Ambalaj ile Tüketici Odaklõ Pazarlamanõn Ambalaj Tasarõmõ Sürecindeki
Belirleyicili÷inin øncelenmesi [A study of packaging as product and the effect consumer-oriented marketing
has on packaging design]. Unpublished Master's Thesis, Mimar Sinan Güzel Sanatlar Üniversitesi Fen
Bilimleri Enstitüsü Endüstri Ürünleri Tasarõmõ Anabilim Dalõ [Mimar Sinan Fine Arts University, Institute of
Natural Sciences, Department of Industrial Design]: østanbul.
6. Aygün, E. (2007). Ambalajõn Tüketici Satõn Alma Davranõúõ Üzerindeki Etkisi: Gõda Maddeleri Üzerinde Bir
Araútõrma[Effects of Packaging on Consumer Purchase Behaviour: A Study on Food Products]. Unpublished
Master's Thesis, Sakarya Üniversitesi Sosyal Bilimler Enstitüsü øúletma Anabilim Dalõ [Sakarya University,
Institute of Social Sciences, Department of Management]: Sakarya.
7. Bahattin, H. (2013). Tüketicinin Satõn Alma Kararõ Üzerinde Ambalaj Renklerinin Önemi ve Grafik Tasarõm
Ö÷rencilerinin Konu Üzerindeki Farkõndalõ÷õnõn Ölçülmesi [The Importance of Packaging Color in Consumer
Purchase Decisions and Awareness Levels of Graphic Design Students]. Unpublished Master's Thesis, Gazi
Üniversitesi E÷itim Bilimleri Enstitüsü Uygulamalõ Sanatlar Ana Bilim Dalõ Grafik E÷itimi Bilim Dalõ [Gazi
University, Institute of Educational Sciences, School of Applied Arts, Department of Graphics]: Ankara.
8. Barnes, C., Southee, C. & Henson, B. (2003). The Impact of Affective Design of Product Packaging upon
Consumer Purchase Decisions.International Conference on Design Pleasurable Products and Interfaces (134-
135): Pittsburgh, Pennsylvania, USA.
9. Bilgili, B. (2002). Sosyal Pazarlama ve Çevresel Pazarlama Açõsõndan Ambalaj-Çevre øliúkileri (Ambalaj
Materyallerinin Çevre Kirlili÷ine Etkisi Üzerine Erzurum’da Bir Alan Araútõrmasõ)[The Relationship between
Packaging and the Environment in terms of Social Marketing and Environmental Marketing (A Field Study in
Erzurum on the Polluting Effects of Packaging Materials)] Unpublished Master's Thesis, Atatürk Üniversitesi
Sosyal Bilimler Enstitüsü øúletme Anabilim Dalõ [Atatürk University, Institute of Social Sciences, Department
of Management]: Erzurum.
10. Bix, L., Rifon, N., Lockhart, H. & Fuente, J. (2002). The Packaging Matrix: Linking Package Design
Criteriatothe Marketing Mix. Retrieved From:
http://www.idspackaging.com/Common/Paper/Paper_47/PdfImge.pdf
11. Butkeviciene, V., Stravinskiene, J. & Rütelione, A. (2008). Impact of Consumer Package Communication on
Consumer Decision Making Process. Economics of Engineering Decisions, 1(56), 57-65.
12. Büyüköztürk, ù. (2014). Sosyal Bilimler øçin Veri Analizi El Kitabõ [Handbook of Data Analysis for Social
Sciences]. Pegem A: Ankara.
13. Chaudhary, S. (2014). The Role of Packaging in Consumer's Perception of Product Quality. International
Journal of Management and Social Sciences Research, 3(3), 17-21.
14. Chaudhary, P. (2011). Role of Packaging on Consumers’ Buying Decisions - a Case Study of Panipat City.
International Journal of Research in Finance and Marketing,1(8), 76-84.
15. Chou, M. C. & Wang, R. W. Y. (2012). Displayability: An Assessment of Differentiation Design for the
Findability of Bottle Packaging. Displays, 33(3), 146-156.
16. Clement, J. (2007). Visual Influence on In-Store Buying Decisions: an Eye-Track Experiment on the Visual
Influence of Packaging Design. Journal of Marketing Management, 23(9-10), 917-928.
17. Delibaú, D. (2010). Tüketimde Ambalajõn Önemi, Ambalaj Tercihinde Tüketicinin Tutumu ve Çevre Bilincinin
Satõn Almadaki Etkileri [The Importance of Packaging in Consumption, Consumer Attitudes Regarding
Packaging Preference and Effects of Environmental Consciousness on Purchase Behaviour]. Unpublished
Master's Thesis, Haliç Üniversitesi Sosyal Bilimler Enstitüsü Grafik Tasarõmõ Anasanatdalõ Grafik Tasarõmõ
[Haliç University, Institute of Social Sciences, Department of Graphic Design]: østanbul.
18. Deliya, M. (2012). Consumer Behavior Towards the New Packaging of FMCG Product. Abhinav National
Monthly Referred Journal of Research in Commerce and Management, 1(11), 199-211.
19. Deliya, M. M. & Parmar, B. J. (2012). Role of Packaging on Consumer Buying Behavior - Patan District.
Global Journal of Management and Business Research, 12(10), 48-68.
20. De Winter, J. C. F., & Dodou, D. (2010). Five-Point Likert Items: t Testversus Mann-Whitney-Wilcoxon.
Practical Assessment, Research &Evaluation, 15, 11.
96 The Influence of Packaging Elements on the Consumer...
21. Dilber, F., Dilber A. & Karakaya, M. (2012). Gõdalarda Ambalajõn Önemi ve Tüketicilerin Satõn Alma
Davranõúlarõna Etkisi (Karaman øli Örne÷i) [Packaging’s Importance in Food Products and Influence on
Consumers’ Purchasing Behaviours (Karaman Province Sample)].Gümüúhane Üniversitesi øletiúim Fakültesi
Elektronik Dergisi [Gümüúhane University Faculty of Communication Electronic Journal], 3, 159-190.
22. Estiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J. & Rayej, H. (2010). Food Products Consumer
Behaviors: Role of Packaging Elements. Journal of Applied Science, 10(7), 535-543.
23. Fraj, E.& Martinez, E.(2007). Ecological Consumer Behaviour: an Empirical Analysis. International Journal
of Consumer Studies, 31, 26–33.
24. Gilaninia, S., Ganjinia, H. & Moradi, S. (2013). Effect of Packaging Elements on Consumer Purchasing
Decisions (Case Study Detergent Market). Universal Journal of Management and Social Sciences, 3(8), 10-15.
25. Göbel, Ü. (2008). Tüketicilerin Satõn Alma Kararõnda Ambalajõn Etkisi ve Bir Uygulama [Effets of Packaging
on Consumer Purchase Decisions and An Application]. Unpublished Master's Thesis, Abant øzzet Baysal
Üniversitesi Sosyal Bilimler Enstitüsü øúletme Anabilim Dalõ [Abant Izzet Baysal University, Institute of Social
Sciences, Department of Management]: Bolu.
26. ølisulu, T. ø. (2012). Gõda Ambalajõ Tasarõmlarõnda Marka ve Esinlenme [Brand and Inspiration in Food
Packaging]. Sanat Dergisi [Designs Art Magazine], 20, 125-132.
27. Jafari, S., Sharifnia, M., Salehi, M. & Zahmatkesh, R. (2013). Influence of Package on Consumer Behavior.
Arabian Journal of Business and Management Review, 2(6), 65-71.,
28. Karasu, E. S. (2014). Gõda Ambalajõnda Tasarõm Sorunlarõ ve Estetik De÷erlerin Önemi [Design Problems in
Food Packaging and the Importance of Aesthetic Value]. Unpublished Master's Thesis, Iúõk Üniversitesi Güzel
Sanatlar Fakültesi Sanat Bilimi Ana Sanat Dalõ [Iúõk University, Faculty of Finer Arts, Department of Art
Science]: østanbul.
29. Kaye, T. H. (2011). The Relationship of Packaging and Generation Y’s Consumer Behavior. Bachelor’s Thesis,
The Hong Kong Polytechnic University, Institute of Textiles and Clothing.
30. Kaynak, B. (2012). The Effect of Packaging on Tweens’ Purchasing Decisions: an Application in Food
Industry. Master’s Thesis, Institute of School Social Sciences, Çankaya University: Ankara.
31. Kuvykaite, R., Dovaliene, A. & Navickiene, L. (2009). Impact of Package Elements on Consumer’s Purchase
Decision. Economics and Management, 14, 441-447.
32. Merwe, D., Bosman, M. & Ellis, S. (2014). Consumers' Opinions and Use of Food Labels: Results from
AnurbaníRural Hybrid Area in South Africa. Food Research International, 63, 100–107.
33. Murray, J. (2013). Likert Data: What to Use, Parametric or Non-Parametric? International Journal of Bussiness
and Social Science, 4(11), 258-264.
34. Mutsikiwa, M. & Marumbwa, J. (2013). The Impact of Aesthetics Package Design Elements on Consumer
Purchase Decisions: a Case of Locally Produced Dairy Products in Southern Zimbabwe, IOSR Journal of
Business and Management, 8(5), 64-71.
35. Örücü, E. & Tavúancõ, S. (2001). Gõda Ürünlerinde Tüketicilerin Satõn Alma E÷ilimlerini Etkileyen Etmenler
[Factors Affecting Consumers’ Food Purchasing Tendencies].Mu÷la Universitesi Sosyal Bilimler Dergisi
[Mu÷la University Institute of Social Sciences Journal], Spring, 3.
36. Özbucak, F. (2013). Grafik Tasarõm Açõsõndan Marka ve Gõda Ambalajõ øliúkisi [The Relationship Between
Brands and Food Packaging in Terms of Graphic Design].Unpublished Master's Thesis, Haliç Üniversitesi
Sosyal Bilimler Enstitüsü Grafik Tasarõm Anabilim Dalõ Grafik Tasarõm Programõ [Haliç University, Institute
of Social Sciences, Department of Graphic Design]: østanbul.
37. Prathiraja, P. H. K.& Ariyawardana, A. (2003). Impact of Nutritional Labeling on ConsumerBuying Behavior.
Sri Lankan Journal of Agricultural Economics,5(1), 35-46.
38. Raheem, A. R., Nawaz, A., Vishnu, P. & Imamuddin, K. (2014). Role of Packaging and Labeling on Pakistani
Consumers Purchase Decision. European Scientific Journal. 10(16), 464-473.
39. Sial, M. F., Gulzar, A., Riaz, N. A. & Nawaz, B. (2011). Impact of Labeling and Packaging on Buying
Behavior of Young Consumers with Mediating Role of Brand Image. Interdisciplinary Journal of
Contemporary Research in Business,3(8), 1022-1029.
40. Silayoi, P. & Speece, M. (2004). Packaging and Purchase Decisions. British Food Journal,106(8), 607-628.
41. Silayoi, P. & Speece, M. (2007). The Importance of Packaging Attributes: a Conjoint Analysis Approach.
European Journal of Marketing, 41(11/12), 1495-1517.
Arzu ¸Sener et al. 97
42. Shah, S., Ahmad, A. & Ahmad, N. (2013). Role of Packaging in Consumer Buying Behavior. International
Review of Basic and Applied Sciences,1(2), 35-41.
43. Shekhar, S. K. & Raveendran, P. T. (2013). Role of Packaging Cues on Consumer Buying Behavior.
International Journal of Engineering and Management Sciences, 4(1), 61-69.
44. ùener, A., Do÷an, N. & Kõnacõ, B. (2014). The Influence of Packaging Elements on Adolescents’ Food
Purchasing Decision.Humanities and Social Sciences Review, 03(05), 219-231.
45. Teke, B. (2014). Gõda Ürünleri Ambalajõnõn Tüketicilerin Satõn Alma Davranõúlarõ Üzerine Etkisi (Ankara øli
Mamak ølçesi Örne÷i) [Effects of Food Product Packaging on Consumer Purchase Behaviour(Case Study:
Mamak District of Ankara)]. Unpublished Master's Thesis, Gaziosmanpaúa Üniversitesi Fen Bilimleri Enstitüsü
Tarõm Ekonomisi Anabilim Dalõ [Gaziosmanpaúa University, Institute of Natural Sciences, Department of
Agricultural Economy]: Tokat.
46. Vila, N. & Ampuero, O. (2007). The Role of Packaging in Positioning an Orange Juice. Journal of Food
Products Marketing, 13(3), 21-48.
47. Yenilmez, F. (2012). Ambalaj Tasarõmõnda Kullanõcõ Deneyimi: Bir Zeytinya÷õ Ambalajõ Üzerinden
De÷erlendirme [User Experiences in Packaging Design: Assessment through Packaging Design of an Olive Oil
Product]. Unpublished Master's Thesis, østanbul Teknik Üniversitesi Fen Bilimleri Enstitüsü Endüstri Ürünleri
Tasarõmõ Anabilim Dalõ [Istanbul Technical University, Institute of Natural Sciences, Department of Industrial
Design]: østanbul.
48. Young, S.(2002). Packaging Design, Consumer Research, and Business Strategy: The march toward
accountability. Design Management Journal, 10-14.
49. Wambugu, H. W. (2014). Customers’ Attitude Towards Milk Packaging Designs in Kenya. European Journal
of Business and Management, 6(19), 163-174.
... Furthermore, printed cosmetic packaging is an efficient method to convey the look, quality, and other qualities of a product. Sometimes, the print design also helps create product and brand personality (Arzu et al.,2015). In addition, it provides information on product name, organization name, place, expiration date, date of manufacture, etc., (Chukwu, & Enudu, 2018). ...
Article
Full-text available
This study has been performed to evaluate the effect of packaging elements on the purchasing behavior of consumers of cosmetic products in Amman city stores, Jordan. Therefore, all consumers with the cosmetics product literacy of Amman city stores were checked as a statistical community. In addition, this study has utilized a quantitative approach to gather and analyze data from a total of 400 female cosmetic products respondents. Only 370 responses were returned at the end of the data collection method, which offered a response rate of 92 percent. During data cleaning, only 370 could be used and applied for subsequent statistical analysis. The collected data have been analyzed using multiple regressions and correlations. Results have revealed that packaging material has had the strongest effect on cosmetics products consumer purchasing behavior (0.277) followed by Packaging color (0.223), printed information (0.205 and innovation (0.177). Finally, the results of this study will be utilized to make recommendations to marketers to develop their level of insight into consumer purchasing behavior.
... The following table presents an indicative list of latest research initiatives that examines the marketing elements that that have positive relationship to consumer behaviour in buying food products ( Table 2). Comfort of use and durability Sener et al. [26] Background image and form Mohebbi [27] Graphics and color Bix et al. [28] Color contrast Russell [29] Color and size ...
Article
In this paper, a holistic methodological framework is developed aimed at the design and productionof effective packaging that satisfies the needs of the modern market.Marketing and logisticsmanagers, food technologists and social responsibility executives acknowledge the importance of aholistic approach to marketing and strive to consolidate their perception of such an approach andwhat it entails for packaging. Food producers can take account of these efforts and utilize thoseelements which emerge as being appreciated by all of the constituents cited above. To this end,primary research data was collected using a questionnaire that was completed by managers in therelevant business units of companies operating in the prepackaged agri-foodstuffs market in Greece,a major and competitive market.
Conference Paper
Full-text available
Nowadays, manufacturers across various sectors, including food, cosmetics, pharmaceuticals, and other industries, are continually expanding the range of products available in the market. Given this expansion of products, branding, and packaging have become critical differentiating factors. To effectively influence consumer behaviour and encourage brand preference, packaging designers must thoroughly understand the challenges faced by existing products and the needs of consumers. By employing various graphic elements, such as colour palettes, illustrations, typography, and others, designers can effectively present products and communicate with consumers, thereby enhancing product recall. To achieve these objectives, it is essential to investigate whether specific patterns exist in consumer perception regarding packaging. This is precisely why this preliminary research was conducted. A total of 40 participants, divided into two groups, aged 20 to 25, from the same demographic group (students) participated in this eye-tracking analysis. Each group of participants had a different set of stimuli, depending on whether the subject of the test was logo font-weight variation or illustration size variation. The results of this preliminary research show that logo font weight has no statistically significant effect. Also, the results of this research show that the specific graphic element - illustration is observed the longest, regardless of the size change.
Article
Full-text available
This paper examines the amalgamation of Nigeria since 1914 and the challenges of national integration it creates in post-independence period. The paper sees amalgamation as a burden of the colonial masters which was by its intent and purpose aimed at facilitating the exploitation of the country against perceived unity. The amalgamation and the subsequent introduction of separatist colonial administrative policies of divide and rule pitched ethnic groups against each other and further exacerbated the already fragile unity that had existed among them in pre-amalgamation period. This has created hatred, ethnic dissensions and has brought forced national consciousness in the minds of Nigerians. Consequently, in post-independence Nigeria, cries for power devolution, restructuring and worse still, secessionist agitations have resonated in the country thereby creating problems of national unity and development. Entrapped in the vicissitudes of these cries, it has been difficult to foster unity among the component states and zones that today make up the country for national integration. Using historical cum qualitative method of analysis, this paper interrogates peaceful relationship that had existed among ethnic groups that today make up Nigeria. Drawing lessons from this harmonious relation, the paper offers useful insight necessary for overcoming the challenges of national unity in post-independence Nigeria. Against this backdrop, the paper examines what need to be done to urgently tap in our diversity as a people and as a nation in order to sustain nationhood.
Article
Full-text available
Fast fashion is the manufacture and distribution of clothing designs that constantly change to stay in trend with celebrities' current goings and comings. It is usually the process of shifting clothes from fashion runway shows and catwalks to standard or luxury clothing outlets in weeks, if not days. When it first entered the market, fast fashion and the industry seemed like a utopian umbrella full of glitz, glamour and galore. However, the following years of careful analysis and contemplation unearthed a darker reality, that of inhumane working conditions, toeing the ethical boundaries daily. Through this research paper, we aim to study past and present fast fashion trends and see the effects of three essential factors on its production levels: supply chain management, digital marketing and the ethics concerned with the fast fashion industry especially in the post pandemic scenario. We considered many key stakeholders - primarily the GenZ population and their opinions, and extensive secondary data. Through our research, we aim to understand fast fashion and everything about its success and eventual future.
Article
Full-text available
The aim of this paper is to examine the impact of perfume packaging on consumer buying behaviour of Jordanian women. The dimensions of perfume packaging adopted were: package colour, printed information, packaging material, design of wrapper, background image and innovation, while dimensions of consumer buying behaviour were: attention, arousing interest, desire for purchase, conviction, purchase, and post purchase. A descriptive research design methodology was adopted, and a structured questionnaire was distributed to 360 women selected randomly. All dimensions of perfume packaging, except package material, have significant impact on consumer buying behaviour. Also, results showed that there are no significant differences in the means of the consumer buying behaviour of Jordanian women due to perfume packaging dimensions. This means that makers of perfume packaging are encouraged to view all the dimensions of packaging equally and develop them as a whole. These results agree with many previous results of other researchers.
Article
Full-text available
The study is intended to measure the impact of packaging and labeling on consumer buying behavior. Further it also investigates the mediation of brand image for the relationship of packaging and labeling with consumer buying behavior. The study was causal in nature, data was collected through 200 respondents and analyzed through correlation, regression and Sobel test. Results revealed that packaging is positively associated with consumer buying behavior. Further it is found that brand image mediates the relationship of packaging and consumer buying behavior only.
Article
Full-text available
In this study, packaging elements were divided into three blocs as informational (name, brand, producer/country of origin, instructions, and information about the product), visual (graphic design, press (font), aesthetics, colours, shape, and size) and structural (material, ecological aspects, durability, and ergonomics) elements, and it was aimed to identify the influence of these elements on adolescents' food purchasing decision. The study performed on 320 adolescents has shown that informational elements have more influence on adolescents' food purchasing decision compared to visual and structural elements;and the most influential elements are name and brand among the informational elements, material among the structural elements and aesthetics among the visual elements.When packaging elements were examined as a whole (without being divided into blocs), the study has shown that the most influential element on adolescents' food purchasing decision is brand which is followed respectively by name, material, instructions, ecological aspects and durability; and the leastinfluential elements are press (font), producer/country of origin and shape.
Article
Full-text available
The objective of the study was to determine whether the type of statistical tests conducted on Likert scale data affect the conclusions. Pearson, Spearman rho and Kendall tau_b analyses conducted on actual scale data revealed that there was a positive relationship between all the permuted pairs of the variables at the p<.05 level. However the relationship between the variables indicated a weak relationship for all of the tests except for the relationship between the constructs academic self-regulation and learning styles for which the Pearson and Spearman rho lead to the conclusion of a moderate relationship. The coefficient of determination calculated to ascertain the amount of variability between the permuted pairs of the variables revealed similar variability for all of the variables except for the variables academic self-regulation and learning styles where yet again the conclusions for the Pearson and Spearman rho were similar and that for Kendall tau_b different. Keywords: Likert scale data, Pearson, Spearman, Kendall tau_b, correlation, parametric, non-parametric
Conference Paper
Full-text available
31,000 new products were introduced by packaged goods companies last year (2002) in the United States and Canada alone. Information Resources Inc., an international sales and marketing research firm based in Chicago has reported, “75 percent of the individual UPCs introduced between November 1996 and November 1998 failed within 2 years of introduction.” Increasingly, companies need to differentiate their products to: • Create consumer perceptions of a product’s relative advantage, • Attract first time sales (it has been estimated by Point-Of-Purchase Advertising International that 72% of shoppers decide to buy something at the Point-Of-Purchase), • And generate repeat purchases. Carefully planned and well-executed package design is one part of the promotion mix that can affect consumer perceptions of tangible and intangible product attributes and benefits that result in positive consumer response. While doing this, the package must perform a number of other functions. This paper presents the “Packaging Matrix”, a simple tool that allows companies to consider the whole host of functions that a package must accomplish in different environments. It is a template of the criteria to consider for effective package design or reformulation.
Article
Full-text available
Likert questionnaires are widely used in survey research, but it is unclear whether the item data should be investigated by means of parametric or nonparametric procedures. This study compared the Type I and II error rates of the t test versus the Mann-Whitney-Wilcoxon (MWW) for five-point Likert items. Fourteen population distributions were defined and pairs of samples were drawn from the populations and submitted to the t test and the t test on ranks, which yields the same results as MWW. The results showed that the two tests had equivalent power for most of the pairs. MWW had a power advantage when one of the samples was drawn from a skewed or peaked distribution. Strong power differences between the t test and MWW occurred when one of the samples was drawn from a multimodal distribution. Notably, the Type I error rate of both methods was never more than 3% above the nominal rate of 5%, even not when sample sizes were highly unequal. In conclusion, for five-point Likert items, the t test and MWW generally have similar power, and researchers do not have to worry about finding a difference whilst there is none in the population. Likert scales are widely used in various domains such as behavioral sciences, healthcare, marketing, and usability research. When responding to a Likert scale, participants specify their level of agreement to statements with typically five or seven ordered response levels. Likert item data have distinct characteristics: discrete instead of continuous values, tied numbers, and restricted range.