 Packaging elements and consumer buying decisionsBahram Ranjbarian, Somayeh Mahmoodi and Arash Shahin International Journal of Business Innovation and Research, 2010, vol. 4, issue 4, 376-390 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. Keywords: public health; packaging; consumer behaviour; buying decisions; consumer choice; product categories; food industry; colour; size; product information; images; ease of use; shapes; random samples; Iran; graphical elements; graphics; structural elements; informational elements; measures of influence. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbire:v:4:y:2010:i:4:p:376-390 Access Statistics for this article More articles in International Journal of Business Innovation and Research from Inderscience Enterprises Ltd |
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