The Effect of Packaging Elements on Consumer Responses (Case study: FMCG Products)

Document Type : Sterategic Management

Authors

1 Faculty of Business Management,, Islamic Azad University, Science and Research Branch, Tehran, Iran

2 Associate Prof., Department of Business Management, Science and Research branch, Islamic Azad University, Tehran, Iran

3 School of Information Studies, Charles Sturt University, Wagga Wagga, Australia

4 Department of Management and Accounting, Qazvin Islamic Azad University, Qazvin, Iran

10.22080/jem.2023.22736.3677

Abstract

Packaging and consumer reactions to it, is one of the most important issues for marketing researchers and practitioners. The purpose of this study is to evaluate the consumer reactions to different packaging elements. The present study is a mixed research with an experimental approach. In the quantitative method, experimental research and in the qualitative method, grounded theory is used and the research consists of two designs 2×2×2 and 2×2. The research data were collected from 240 and 120 university students in Tehran. In the qualitative method, a total of 210 codes and 194 coded segments were obtained. Findings indicate that each of the packaging elements examined, independently and interactively can create special reactions in consumers and affect purchase intention and willingness to pay. Moreover, the effects of each of these variables on purchase intention were greater than their effects on willingness to pay. Also the categories of aesthetic effects, psychological effects, claim believability and attention to consumer expectations are of the highest importance in packaging design. Finally, it was found that related picture; ornate typeface, high wavelength color (red color), strong product claim and large number of product image had a greater impact on purchase intention and willingness to pay and were preferable to other packages.

Keywords

Main Subjects

References

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History

  • Receive Date: 03 December 2021
  • Revise Date: 16 June 2022
  • Accept Date: 23 July 2023

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