A study on effects of packaging characteristics on consumer's purchasing confidence

Naser Azad · Leila Hamdavipour

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Consumer Packaging Perceptions and Trends Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Packaging plays an important role on marketing products and services in many competitive environments.A good packaging can increase sale's of products, reduces the level of inventory, which yields to higher profitability.In this paper, we study the relationship between a good packaging program and customer's confidence as well as customer's attraction on purchasing goods and services.The paper uses a questionnaire based on Likert scale and distributes among the target population of this survey and the information of packaging are divided into two groups of visibility and informative.The results indicate that a good label with detailed and precise information on product could significantly impact customer's confidence while other visible information do not have much impact on customer's confidence.

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References

2007The importance of packaging attributes: a conjoint analysis approach 2004Packaging and purchase decisions 2010Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations 2007The importance of packaging design for own‐label food brands 2009Packaging design: creating competitive advantage with product packaging 1972LISREL A GENERAL COMPUTER PROGRAM FOR ESTIMATING A LINEAR STRUCTURAL EQUATION SYSTEM INVOLVING MULTIPLE INDICATORS OF UNMEASURED VARIABLES 2010A new understanding of satisfaction model in e‐re‐purchase situation 2010Exploring consumers' product‐specific colour meanings

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