INFLUENCE OF PACKAGING ELEMENTS ON THE PURCHASE DECISION-MAKING: A STUDY ON THE BAR SOAP USERS OF DHAKA CITY, BANGLADESH

Tanzina Akhter and Md Nur-Al-Ahad
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Tanzina Akhter: University of Dhaka, Bangladesh
Md Nur-Al-Ahad: Toyohashi University of Technology,Japan

Management and Marketing Journal, 2021, vol. XIX, issue 2, 161-180

Abstract: In this growing competitive market, packaging has become a vital part of the selling process for communication and branding. However, due to the changes in consumer's lifestyle and increasing self-service usage, the packaging is considered a salient salesman for tangible products. So, there is a gap to explore how different combination of packaging elements can impact the buying decision process of FMCG products. Therefore, this paper aims to investigate the influence of different visual and verbal elements on the purchase decision-making of Dhaka city consumers in the context of bar soap. The quantitative research method was adopted using data obtained from 243 residents from three different areas of Dhaka city.Data were then analyzed using Structural Equation Modeling (SEM) with smartPLS version3.The paper concludes that packaging color and background image are significantly related to soap users' purchase decision-making. However, font style, shape, printed information, and materials are found insignificant in this study. Based on these findings, important implications and guidance are provided for the marketers.

Keywords: packaging elements; purchase decision-making; Bangladesh; bar soap; structural equation modeling (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2021
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