The Impact of Aesthetics Package Design Elements on Consumer Purchase Decisions: A Case of Locally Produced Dairy Products in Southern Zimbabwe.

Munyaradzi Mutsikiwa

42 citations0/0 files storedIOSR Journal of Business and Management

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

Abstract

The aim of this paper is to examine the impact of aesthetics package design elements on consumer purchase decisions of dairy products with particular emphasis on these variables: package colours, material, instructions and typography.A descriptive research design methodology was adopted.A structured questionnaire was used to collect data and information from 150 respondents who were randomly selected while going about their shopping experiences.The study revealed that not all aesthetic package design elements trigger consumer purchase behaviour.The elements that have an influence should be properly blended together to ensure that they remain sensitive and appealing to the consumers thereby shaping and guiding their intention to purchase dairy products.

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References

1995Seeking the Ideal Form: Product Design and Consumer Response 2000Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences 1994Marketing Management: An Asian Perspective 2004Packaging and purchase decisions 2003The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience 2010The Fundamentals of Marketing 2000The verbal and visual components of package design 2007The importance of packaging design for own‐label food brands

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