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The influence of package design on consumer purchase intent

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... For example , Venter, et al. (2011) show that food packaging provides prospective consumers with virtual stimuli necessary to gain their attention and form an opinion on the product quality. Fraser (2018) associates aesthetic food packaging with the purchasing intent of consumers. Al-Samarraie, et al. (2019) finds that packaging contents such as colors, graphics, label information, and country of origin were the main determinants that influence consumers' decision to buy. ...
... The negative sign and significance of the estimate for the Packaging variable suggest that e-liquid products with youth-oriented (kiddy and cartoonish) packaging sell better (lower sale rank) compared to e-liquid products with non-youth-oriented packaging. This result is consistent with previous findings on the effect of packaging on demand (Al-Samarraie, et al., Fraser, 2018). This result can be explained by the fact that youth-oriented packaging might . ...
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To address the threat e-cigarettes pose to public health, especially among youths, the Food and Drug Administration (FDA) issued a policy in 2020 that regulates the sale and distribution of e-cigarettes with fruit and mint flavors. Such flavors are alleged to lure youth into smoking and can increase the likelihood of addiction to other drugs. However, this regulation does not address packaging that can have a similar effect on the demand for e-cigarettes products. Indeed, certain e-liquids use youth-oriented (kiddish, cartoonish, and colorful) packaging which are attractive to youth but may also induce a no-harm perception among e-liquids users. In this paper, we examine the impact of youth-oriented packaging on e-liquid sales. Using data scraped from Amazon, the results of our analysis reveal that youth-oriented packaging increases the sale of e-liquids. In addition, the demand for e-liquids is inelastic and the percentage of propylene glycol (PG), the rating, and the sentiment in the online reviews left by previous buyers also influence the sale of e-liquids. This research suggests that besides fruit and mint flavors, the policy goal of reducing use among youth should also include packaging. The analysis finds that taxation policies to raise prices of e-liquids will not affect appreciably the demand for e-liquids. Policies for e-liquids control should focus on designing packaging that reduces the no-or low-risk perception.
... Consumer choice criteria about ecofriendliness were based on prior work by the research team [85]. An additional set of questions about the influence of packaging design on purchase intent is also posed to participants [44]. Questions about the impact of labelling on consumer choice were also included for each category [41,103,134]. ...
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This chapter presents the methodology and consumer insights from a highly impactful research and design project, conducted over two years by the Fight Food Waste Cooperative Research Centre and RMIT University. The project is designed to inform the Australian packaging industry in developing products and services that will reduce food waste. Food waste in Australia is a wicked problem, replete with paradoxes: people hate plastic but plastic saves food. The deep insights gained from the project have already resulted in significant changes to industry practices and new guidelines for packaging design. The methodology developed especially for this project is based on design thinking and ethnographic approaches, combined with quantifiable validation procedures. The study ensures industry actors have the right tools to make packaging decisions that reduce food waste.
... For example, information of expired date on food product such as bread and barcode mostly use for in-store purpose. Package also listed all information of the product such as material used, nutrition content, product price, barcode and more [11]. ...
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Current conventional plastic is favored due to its affordable price and desirable properties however the major drawback is its non biodegradable properties which lead to environmental pollution. Taking into consideration the issues of non renewable resources, there is where bioplastic were introduce. According to European bioplastic, bioplastic is defined as material produced from biobased, biodegradable or both properties. Bioplastic is coming from renewable resources which can be used to reduce the plastic waste problem. Recently, the existence of bioplastic became one of the promising technologies in various industries especially in packaging industry. This review paper is highlight include the bioplastic packaging application (food and beverages, healthcare, cosmetic and personal care and consumer packaged goods) in industry for 4 types of bioplastic (PLA, PCL, Starch based and PHAs).
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Packaging plays a crucial role in communicating product bene ts to consumers. Oftentimes, designers use high visibility enhancements to differentiate packaging within the competitive array. Although luxury brands commonly use enhanced graphical and printing techniques to convey high quality products, many private label package designers are also utilizing enhancements to attract attention to their products. This research sought to understand how incorporating foil stamping to the primary panel of fast moving consumer good packaging will affect consumer attention and purchase preference. Through the collection of quantitative data, consumer attention and purchase preference were evaluated. Three different products were selected for evaluation for the study: popcorn, cereal, and boxed pasta dinners. A total of 172 participants completed the study, which took place in a realistic and immersive shopping environment (CUshopTM). Two eye tracking metrics were collected using mobile eye tracking technology. Participants completed a qualitative survey, which recorded basic demographic information. Signi cance tests were conducted to test for statistical differences in consumer attention behavior as well as purchase decision between the foil and control packages. It was determined that foil stamping did signi cantly (α =0.05) affect consumer attention towards the respective product compared to the control, yet the effect was not consistent. Eye tracking metrics varied across the products and categories tested; some foil stamped samples positively affected consumer attention, others negatively and some had no effect whatsoever. Results show that foil stamping can be a highly strategic in uencer (both positively and negatively) on consumer attention and purchase decision. However, it is recommended that this enhancement be tested within an in- context environment to ensure it bene ts the brand and product within the competitive array.
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Product packaging is not only used as a product container, but also used as a means of marketing by companies, particularly by those involved in consumer goods. Yogurt products are predicted to experience expansion in the Indonesian market. In this study, the authors analyzed the implementation of cognitive-based design in developing yogurt product packaging to increase consumers' willingness to buy the product. This study was divided into two phases: initial research and primary research. Initial research pursued six levels of color scheme and font factors and then narrowed down the results into the two best options that would later be combined with the primary research that analysed the shape factors. Research methods used in the initial study were the Eye-Tracking method and the 'Retrospective-Think-Aloud' (RTA) method. Preliminary results showed that 'Fineliner' and 'Bodoni' font type along with 'Analogue' and 'Tetradic' color schemes are judged to be the best combination and thus, these results would be combined in the main study with the shape factor. Conjoint Analysis methods were used in the main study. The main results of the research study showed a preference from Indonesian consumers for yogurt product packaging with the 'Fineline' font type with its rounded shape and an 'Analogue' color scheme.
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The objective of this research was to analyze the academic literature focusing on how product packaging influences consumer behavior through the use of a bibliometric study. To accomplish this, we analyzed 111 articles, published from 1982 to 2014, indexed in the Web of Science database maintained by Thomson Reuters (formerly the ISI Web of Knowledge). For the analysis, we used descriptive statistics, bibliometric analyses, and networks to explore characteristics of the articles that related to their authors, journals, evolution, keywords, and research topics. Published manuscripts had a network of dispersed ownership without a central author; most works were published in the United States. Although most of the articles were from the categories of Business & Economics and Food Science & Technology, there is a growing trend in the amount of research and its expansion into subject areas such as chemistry, nutrition, engineering, and more recently, environmental studies, behavioral science, and public policy. An article by Wansink (1996) was the most-cited out of the survey of 111 articles, as well as the most-cited reference for these items. We conclude that the study of packaging and its influence on consumer behavior is a multidisciplinary subject that is highly relevant to purchase decisions, conscious consumption, food preservation, health problems, contamination, storage and transport, obesity and smoking, and sustainability issues.
Article
Purpose – Packaging features have been shown to be of great importance for the consumer final choice of fresh products (Silayoi and Speece, 2007). Packaging is an extrinsic attribute, which consumers tend to rely on, when relevant intrinsic attributes of the product are not available. In the current literature, studies on the influences of packaging features on consumer preferences are mainly related to classical preference evaluation methods like conjoint analysis (CA). The purpose of this paper is to apply both CA and the less known combination of uniform discrete and shifted binomial distributions (CUB) models to food packaging evaluations. Design/methodology/approach – Starting from a real case study in this field, along with CA, the author apply CUB models (Iannario and Piccolo, 2010) as a useful tool to evaluate preferences. CUB models can grasp some psychological characteristics of consumers related to the “feeling” toward packaging attributes and related to an inherently “uncertainty” that affects the consumers’ choices. Both psychological characteristics “feeling” and “uncertainty” can be linked to relevant subject’s information. At first we detect preferred packaging attributes of fresh food by means of CA, then we apply CUB models to some relevant attributes from the CA study. Findings – Results show that attributes like packaging material and size/shape of packaging are the most important attributes and that biodegradable packaging, reclosable trays/bags and long “best by” date are also valuable features for consumers. The introduction of covariates showed that specific demographic characteristics are linked to both feeling and uncertainty. Originality/value – The “data driven” segmentation results give to the integrated approach “CUB models and Conjoint Analysis” the most important added value.
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Building on existing frameworks (customer-based brand equity, consumer-brand relationships, product symbolism/self concept), this paper forwards packaging as a product-related attribute critical to the creation and communication of brand identity. Packaging is posited to influence brand and self-identity via a dual resource base (mediated and lived experience); a conceptual positioning variant from the traditional single symbolic resource base (mediated experience) provided by advertising. This conceptual distinction is examined and data from an exploratory qualitative study are provided to illustrate the powerful role of packaging in communicating brand meaning and strengthening the consumer-brand relationship, especially for low involvement consumer nondurable products.
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We present a novel experimental paradigm designed to enable graphic designers and marketers to assess the response of consumers to changes in the orientation of various design elements (e.g., food images) on product packaging. In Experiment 1, participants (n = 305) rotated one of the visual elements on commercial examples of product packaging (three examples taken from the dried pasta category and one from the wine aisle). In Experiment 2, we assessed how much participants (n = 301) would be willing to pay for stimuli oriented in a more versus less preferred orientation. The results of Experiment 1 revealed that participants have distinct, systematic, preferences when it comes to the orientation that specific stimuli should be presented at on product packaging. In certain cases, multiple preferences were observed in the data, while in others, the participants tended to agree on a single preferred orientation. Interestingly, these preferences do not always align with the orientation of the image as it currently appears on the supermarket shelf. Intriguingly, in Experiment 2, the preferred orientation did not always elicit the highest willingness to pay. These results therefore highlight the complex relationship that exists between liking and willingness to pay, and raise a number of questions concerning the role of orientation in visual aesthetics, preference, and perceived value. Importantly, the orientation task is presented here as a potentially helpful new tool for assessing visual aesthetics and preference for product packaging.
Article
Qualitative research techniques are frequently used as a means to understand consumers’ perceptions and behavior when it comes to food choice. Particularly, projective techniques have been increasingly used in marketing and consumer research. In this context, this study aims to evaluate two projective techniques – word association and completion techniques – to study consumers’ expectations about food packaging. Additionally, it is intended to assess how packaging and presentation format influence food purchase decisions. The results obtained from both methodologies suggest that handiness to open, resealability, packaging size and packaging material transparency are among the features most appreciated by consumers. Specifically, word association has facilitated the identification of a larger number of items, probably thanks to the nonrestricted response character of this technique. Conversely, completion methodologies, a stimuli-guided technique, has resulted in a richer range of perspectives by consumers thank to the focus on different aspects of the problem.
Article
Purpose – The purpose of this paper is to study the impact of chocolate packaging and brand on the purchasing decisions of a number of Iranian children and their parents. The paper also aims to investigate the role of pester power as a moderating variable in the relationship between children’s purchasing decision and that of their parents. Design/methodology/approach – Data were collected using a 26-item Likert-scaled questionnaire administered in February 2013 to the parents of 600 children at two daycare centers and four elementary schools in the city of Qazvin in Iran. The returned and complete questionnaires were subjected to confirmatory factor analysis and path analysis within structural equation modeling using IBM® Amos and SPSS statistical packages. Findings – The results show that packaging and brand have a positive effect on parents. However, children were only influenced by packaging, and not brand. Further, it was found that children influenced their parents during store visits. The study also confirms the moderating role of children’s pester power in the relationship between children’s purchasing decision and that of their parents. Research limitations/implications – A limitation of the study is that the issue of the effect of packaging and brand on children was explored through the opinions of parents. Also, due to budget constraints, images of chocolate products rather than real packages were used. Future research might study the effect of other factors such as peers, socio-cultural issues, and economic status. Another possibility would be to include other variables such as mental involvement and time constraint. Practical implications – The findings of the study might be useful for all manufacturers and suppliers of goods. More specifically, managers and marketing agents in the chocolate industry are recommended to improve children’s brand awareness through advertising as a way of making them want to buy branded products. Originality/value – The most important difference between this work and previous studies is its use of children’s pester power as a moderating factor in the relationship between the purchasing decision of children and that of their parents. Another good thing about this paper is that it gives the reader an insight into the Iranian context. The results give the manufacturers a better understanding of the factors children take into account when deciding to purchase something.
Article
The study of food packaging is important as packaging represents the first contact between consumer and product. Attributes of interest in the study of instant coffee were initially determined by a focus group study. Subsequently, eight images of instant coffee packages were developed for the quantitative study, separately, for glass jars and refill packs (24−1 design, eight images, each). The package images were evaluated by a total of 206 coffee consumers for purchase intention. Two main groups of consumers were formed and characterized for each study in the conjoint analysis. For refill packs, purchase intention increased with the presence of photo depicting coffee cup with foam and coffee beans and additional information; for glass jars, lower price and shape. Brand was not emphasized as impacting in purchase intent of instant coffees, a positive finding for manufacturers of lesser known brands: improving packaging attributes may encourage product sales.Practical ApplicationsThese results are relevant to sensory scientists and instant coffee manufacturers interested in how packaging characteristics can impact on the purchase intention by consumers. Although coffee represents a significant source of income worldwide, there is less information in the literature about the effect of nonsensory parameters, such as packaging characteristics, in consumers' acceptance and purchase of instant coffee. The study showed that brand was less important than price and packaging attributes, such as additional information, adequate illustration (for refill packs) and package shape (for glass jars). Therefore, these results should hopefully help coffee manufacturers develop their packages and improve their sales, mainly those of lesser known brands, new brands or brands less associated with instant coffee.