Packaging elements and consumer buying decisions

Abstract

Since food products directly affect consumers' health, they consider more care in selection of such products. Packaging as an important element plays a major role in consumer decision of food products. The aim of this research is to gain a deeper understanding of the role of packaging elements in consumer buying decisions considering different product categories. For this purpose, some hypotheses have been derived in order to examine the influence of factors such as the effects of colour, size, information, images, ease of use, and shape of package on consumer buying decisions based on a literature review. The hypotheses have been examined in a survey including a random sample of 60 MBA students of the University of Isfahan. The findings imply that graphical, structural and informational elements of packaging influence customer choice of product, while the measure of influence differs for various elements in different product categories. Copyright © 2010 Inderscience Enterprises Ltd.