The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender

Dur-e-Shahwar, Dr. Fouzia Ashfaq and Maliha Khan
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Dur-e-Shahwar: National College of Business Administration & Economics, Lahore, Pakistan
Dr. Fouzia Ashfaq: Lahore College for Women University, Lahore, Pakistan
Maliha Khan: University of Central Punjab, Lahore, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 1, 714-719

Abstract: The purpose of the study is to explore the influence of visual packaging design on perceived food product quality and brand preference with moderating effect of gender. The study used the fast food industry for analysis and analyze how the packaging (colors, logos, graphics) of fast food products impact on consumer perception about the product. An adopted questionnaire used in the analysis. The study offers directions for understanding the effects of visual packaging on brand preference and perceived quality.

Keywords: Fast food products; Visual product packaging design; Perceived quality; Brand preferences (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:1:p:714-719

DOI: 10.61506/01.00260

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