The Effect of Visual and Verbal Elements of Food Product Packaging on Consumer Buying Decision

Shaymaa El-Said Salem ()
Additional contact information
Shaymaa El-Said Salem: College of Mass Communication, Ajman University, UAE

RAIS Conference Proceedings 2022-2024 from Research Association for Interdisciplinary Studies

Abstract: In today’s business world, marketers operate in a highly competitive and dynamic environment. Competition for consumer attention at the point of purchase has become more intense. Marketers are now fully aware that product packaging plays a critical role in a brand’s marketing strategy to influence shopping behavior at the point of purchase, where most buying decisions are made. Indeed, packaging has become a critical element in product marketing strategy to distinguish a company’s product and deal with the competition. The purpose of this study is to identify consumers’ attitudes toward the visual and verbal elements of food product packaging and to examine its impacts on their buying decision. The main findings indicate that the visual elements of packaging affect positively consumers’ buying decisions for food products. However, no meaningful relationship was found between the consumer buying decision and the visual elements of packaging regarding size and materials. The results also demonstrate that the verbal elements of packaging affect positively consumers’ buying decisions, While the element of Country-of-origin has no effect on their decisions.

Keywords: Product; packaging-; Packaging; elements-; Consumer; purchase; decision (search for similar items in EconPapers)
Pages: 11 pages
Date: 2022-10
New Economics Papers: this item is included in nep-mfd
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Proceedings of the 30th International RAIS Conference on Social Sciences and Humanities, October 23-24, 2022, pages 109-119

Downloads: (external link)
https://rais.education/wp-content/uploads/2022/11/0238.pdf Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:smo:raiswp:0238

Access Statistics for this paper

More papers in RAIS Conference Proceedings 2022-2024 from Research Association for Interdisciplinary Studies
Bibliographic data for series maintained by Eduard David ().