However, packaging of processed food by small scale entrepreneurs is often insufficient to enhance competitiveness in the market. It works as a tool for differentiation that helps consumers to choose the product from wide range of similar products, md. Packaging attracts consumers attention to particular brand, enhances its image, and influences consumers perceptions about product rundh 2005. This research facilitates to discern the perception of consumer in the direction of packaging strategies and to spot the power of packaging factors, elements and strategies of product packaging on. The purpose of this research is to examine the essential factors, which are driving then success of a. The effect of cosmetic packaging on consumer perceptions. The survey also reveals that consumers maintain a considerable preference for print when reading books, magazines and newspapers. The law defines a childrens product as a consumer product designed or intended.
In addition, consumer perceptions regarding certain materials could change the perceived quality of a product smith and. By examining the consumer perception, it was found out that packaging design elements such as graphics, color, and product information play a key role in decision making and ensure consumer s attention. The impact of product packaging on consumers value perception does packaging enable retailers to take premium pricing with their retailer brand premium tier in the food segment in germany. Packaging is a pervasive element of modern consumption that provides a wide range of functionalities and consumer benefits.
This study focused on consumers perception towards the outlook of the coffee packaging which resulted in influencing their purchasing decision through survey study. Pdf consumer perception of product packaging researchgate. The reason for this is that the perceptions of a given set of consumers re. A european study of consumer perceptions and attitudes. Different nationalities and age groups of female consumers prefer different styles. If your brand is in the business of consumer goods, its likely your team has a packaging expert on staff or consultant on hand to offer input and guidance before products hit the shelves. How does product packaging influence consumer behavior.
Abdullah is an assistant professor in the department of marketing. Evaluate consumer perceptions of the attributes of the core brand and seek out extensions with similar attributes. Christoph breetz masters thesis business economics offline marketing and online marketing publish your bachelors or masters thesis, dissertation, term paper or essay. Even still, package design relates so closely with the visual identity of. The objective of this study is to determine role of packaging on consumer s buying behavior. Of course, reports of contamination from packaging or interactions between materials and the. Research limitationsimplications consumers have exhibited harmonious perceptions towards productspackaging strategies, so one can conclude that a. Consumers perceptions on packaging of processed food. However, this research was focused only on design elements like color. The impact of consumer product package quality on consumption. Finally it has also been concluded that the packaging is one of the most important and powerful factor, which influences consumer s purchase decision.
There also appeared to be a relationship between prevailing attitudes toward environmental sustainability and perceptions of product packaging. Consumer perceptions of product packaging 2006 journal of consumer marketing. The objective of this research is to find out those elements behind the success of product packaging. It is hoped that this research may be useful for companies exporting or seeking to export their products into other.
Packaging is that the intromission of an entity, usually a product that may be offered available. Most primary packaging has evolved away from being a vehicle for brand identity pure. Continue reading to learn more about what these studies say regarding the link between consumer perceptions and. However, underwood, klein burke 2001 and silayoi 2004 posited that, packaging works as a tool for differentiation, i. The impact of product packaging on consumers value. On 11 june, amcor completed its acquisition of bemis, forming a company with one great future unmatched talent and safety, comprehensive reach and scale, industrybest operations and innovation, and a strong commitment to responsible packaging and sustainability. In europe, the 20 horsemeat scandal showed the impact that a consumer loss of faith in a particular category can have on food sales. Croatian consumers perspectives nikola draskovic leeds metropolitan university, uk john temperley leeds metropolitan university, uk jurica pavicic university of zagreb, croatia abstract.
Evaluate consumer perceptions of the attributes of the core. The role of packaging in consumers perception of product quality. Consumer perceptions of, and preferences for, beverage. Results of the thesis are most female consumers think packaging design of cosmetics are important, and they will buy goodlooking packaging cosmetics. Studying the influence of packaging design on consumer. The role of packaging in consumers perception of product. Several articles and studies have been released recently discussing the correlation between color, transparency and the consumer perceptions when it comes to food packaging. Pdf journal of consumer marketing consumer perceptions of. Consumer perception applies the concept of sensory perception to marketing and advertising. Packaging packaging currently is regarded as associateessential part of our trendy mode and the manner business is organized.
Successful product branding from concept to shelf klimchuk, marianne r. The psychology of product packaging digital packaging. Brand perception is a term used to describe the way consumers view a particular brand of products. Custom consumer products packaging and boxes solutions. Product packaging is considered as the ultimate opportunity for marketers to communicate the brands message visually, positioning the same as a better choice than any of its competitor. Purpose of this study is to check the influence of product packaging on consumer purchase intentions. Consumer perceptions of product packaging olga ampuero department of graphic expression in engineering, polytechnic university of valencia, valencia. The custom consumer product boxes are made in bulk quantity, because the products which are packed in them are produced in bulk quantity. Today consumer choice is very important for marketers. Packaging performs important functions of containing, promoting and facilitating the storage and use of products, and could be treated as one of the most important factors influencing consumers purchase decision. Study 1 was conducted to determine which colors and which shapes are perceived as healthy and less healthy, for both products.
Pdf journal of consumer marketing consumer perceptions. Packaging reduction driven by consumer perception report. Product packaging has become a focal point in environmentalists objections against marketing practice. Shoppers today are presented with an overwhelming amount of choices and brand owners often use packaging design to get their product to stand out over a competing product. Unless a consumer has previously used a product, the packaging will be a significant part of their decision to purchase a product. An adaptation from torben hansens conceptual framework explores relationships between various aspects affecting consumer perceptions as they progress. According to the silayoi and speece 2007 following are the. Her finding indicates that the results of perpetual mapping provide a better understanding to the packaging designers in developing product packages that can be used to better align with a consumers perception. Packaging design as a marketing tool and desire to purchase. The relationship between packaging and consumers purchase. Eightynine images of milk, yoghurt and yoghurt drink with different.
The most important aspect of the product is the packaging and often to the critical factor in the success of. Sustainability free fulltext consumer considerations. Perception on product appearance could enhance customers credentials for product. Product packaging is the final stage of production and plays vital role in production activities. Packaging factors determining consumer buying decision. The impact of product packaging on consumers value perception. The psychology behind product packaging may seem farfetched, but a consumers visual impression of a product and brand cannot be oversimplified. The impact of product packaging on consumers value perception breetz, christoph on. The objectives of this study were i to assess consumers perceptions on packaging attributes and ii to examine the influence of packaging related attributes on purchase decision of processed cereal products.
Influences of packaging attributes on consumer purchase. We use cmyk and pantone colors to make sure that our customers get the most vibrant and compelling customer product packaging from us. The reason for this lies in the fact that, traditionally, studies. Packaging, consumer perception, design and printing. Manufacturers guide to developing consumer product instructions 1 using this guide cpsc staff is providing this guide to help manufacturers develop the wide range of instructional materials that are associated with consumer products. Manufacturers guide to developing consumer product instructions. Packaging is a structure designed to contain a commercial food product, i. Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and. The primary purpose of packaging is to protect the product, but. Roleofpackaging on consumerbuyingbehaviorpatan district. Consumer perceptions towards package designs semantic scholar.
Ampuero and vila 2006 discussed the need to understand consumer perceptions in order to correctly design product packaging. Packaging decisions are driven by consumer perceptions and lifestyle requirements, according to the conclusions of a new report. Pdf impact of product packaging on consumers buying. Safe packaging if consumers increasingly value packaging which is convenient, they also expect it to be safe. Determining how your product is classified enables you to identify correctly the set of childrens product safety rules applicable to your product. Lets just consider the importance of product packaging or a good for the consumer. Therefore, colgate was promoting its plastic tubes of toothpaste without paper box packaging, demonstrating how they care for customer needs by offering a lower price and adopting green technologies in their packaging policies. An adaptation from torben hansens conceptual framework explores relationships between various aspects affecting consumer perceptions as. The impact of consumer product package quality on consumption satisfaction, brand perceptions, consumer investment and behavior abstract consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and postconsumption aspects of consumer product. Impact of product packaging on consumer perception and.
Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. In the view of best 2002, attractive packaging creates value by helping consumer decision process. The purpose of this study is to evaluate the influence of packaging over consumer buying behavior consumer perception and purchase intention, and to observe how these factors effect consumers decision of purchasing a product. The research method used to determine the impact of sustainable packaging on consumer preference for sustainable packaging involves general attituderelated models, holistic perceptions consumer perceptions and signbased communication, and analytic methods to assess the effect of specific design cues.
Good or bad product packaging can influence consumer behavior. Abstract packaging performs a central role as a medium in the marketing mix, in specifying the character of new products, in promotional campaigns, as a pricing pattern, and as a tool to create shelf impact. Successful packaging policy critically depends upon knowledge of consumer behaviour with respect to product packaging and packaged products. Consumer behaviour on packing businessmarketing bibliographies in harvard style. International journal of management cases 154 155 international journal of management cases comparative perception s of consumer goods packaging. Childrens products are subject to a set of federal safety rules, called childrens product safety rules.
The influence of package attributes on consumer perception. Customers form an opinion about the product based on its overall appearance before looking at the ingredients or the price tag. International journal of management cases comparative. Product package system, perception, package design, consumer behavior, tetra pak. This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers. Success in the consumer marketplace is about more than having a great product. Many books, manuals, research papers, industry standards, and. This is particularly evident when exploring consumer awareness and understanding of forestry and recycling. The role of packaging is perhaps of greatest importance in consumer packaged good cpg markets, which often strongly rely on packaging elements to maintain product quality, prevent product losses, facilitate transportation and storage, and provide. May 31, 2016 product packaging prepares the product for transporting, warehousing, selling, and using. A case of fmcg products misbah ehsansamreenlodhi, jinnah university for women. Product packaging prepares the product for transporting, warehousing, selling, and using.
Thesis how packaging designs of cosmetics affect female. This helps them stand out of the crowd and make the optimum sales. The results of the study revealed the importance of packaging design in consumer buying behavior. Studies suggest that package appeals consumers attentiveness towards a certain brand, increases its image, and stimulates consumers perceptions about product. The first, based on designers opinions, to determine the key graphic variables in the design of packaging. The current researchers previously used sor theory to explore consumer perceptions of ground beef packages 27. Consumer perceptions of product packaging ram pages.
The companies use product packaging to drive more customers as the packaged products are considered safe to use by the consumers. Consumer perceptions of product packaging olga ampuero department of graphic expression in engineering, polytechnic university of valencia, valencia, spain, and natalia vila department of marketing, school of economics, university of valencia, valencia, spain abstract. Evaluate the fir between the product class of the core brand and the extension. Even still, package design relates so closely with the visual identity of a product and a brand that its truly to the advantage of all. The objective of this study is to determine role of packaging on consumers buying behavior. How are consumer perceptions and expectations changing. Product packaging acts as an advertisement and as an extension of the product. This current study was done on three main issues namely appropriateness of appearance, branding and pricing as reflected by the first impression towards the products packaging. Consumer perceptions of product packaging emerald insight. Amcor and bemis combine to create global consumerpackaging leader. There is a large gap between consumer perceptions of key environmental areas and what is indeed fact. The role of packaging materials and graphics in sustainability perceptions and product evaluations nigel d.
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