The Influence of Color and Shape of Package Design on Consumer Preference: The Case of Orange Juice

Ravi Chitturi, Juan Carlos Londono and Carlos Alberto Amezquita
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Ravi Chitturi: Lehigh University, Pennsylvania, United States
Juan Carlos Londono: Pontificia Universidad Javeriana Cali, Colombia
Carlos Alberto Amezquita: Pontificia Universidad Javeriana Cali, Colombia

International Journal of Innovation and Economic Development, 2019, vol. 5, issue 2, 42-56

Abstract: Building on existing research regarding product packaging and the factors that have the most notable influence on buying preference, pricing and other elements of bottled orange juice, this study expands understanding of how two key factors, color and shape, build synergy and influence consumer attention and ultimately their purchasing choices. This research used three field studies to isolate and test the effect of color and shape on the product’s perceived quality, consumer’s preference and pricing. The results presented here, and the consequent discussion may provide useful insight for design and marketing managers when setting prices and selecting packaging color and shape for creating synergy and augmenting quality perception and buying preference.

Keywords: Bottled orange juice packaging; Color; Shape/quality perception; Price perceptions (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijoied:v:5:y:2019:i:2:p:42-56

DOI: 10.18775/ijied.1849-7551-7020.2015.52.2003

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