Factors Influence on Packaging Design in an Impulse Consumer Purchasing Behavior: A Case Study of Doritos Pack

Alaeddin Mohammad Khalaf Ahmad · Qazi Kholiquzzaman Ahmad

10 citations0/0 files storedInternational Journal of Marketing Studies

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

Abstract

The conventional role of packaging in buyer products has been to save and protect the product. In fact these days, buyer and manufacture trends propose a progressively significant part for packaging as a tactical tool as well as a marketing strategy. This research aims to investigate the impact of factors influence on packaging design in an impulse purchasing circumstances as a case study of Doritos pack in Manchester city-UK. This research consists of the independent variables represented by visual components and informational components namely (pack graphics, layout, color, photography and illustration, typography, pack size and shape; product information, and package technology) and dependent variable which represented by impulse purchasing behavior. In order to explore the relationship between independent and dependent variables the qualitative method was used to collect primary data through a social media, online, and face to face interviews, which was administered with customers and experts in product innovation. The research sample in this research consists of 34 participants and an expert in product innovation. The results confirm that for most participants in the interviews, the factors which influence on the bad image of current Doritos chips bags in the marketplace are; protection, communication, and information. The research concludes that there are many functions to packaging design in order to ease and communicate with customers; increasingly, there is important role of packaging as a strategic tool to attract consumers’ attention and their perception on the product quality. Brand has important role in identify layout, graphics, color, and typeface. The new packaging design mostly uses the brand in products. Mainly, the packaging design includes all printed information such as made it, where it was made, when it was made, what it contains, how to use it. Moreover, the printed information is given in the brand and its value has to be showed while promoting the product in the market.

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References

1984Case Study Research: Design and Methods 1991Case Study Research: Design and Methods 1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 2009Qualitative Research: A Guide to Design and Implementation 2009Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 2012Collecting and Interpreting Qualitative Materials 1998The Good Research Guide: For Small-Scale Social Research Projects 2024Qualitative Case Studies

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2019The Effect of Store Atmosphere and Packaging Design toward Impulsive Buying with Shopping Lifestyle As a Moderating Variable at Carrefour in Jakarta

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