How does product packaging features influence the purchase decision of young adult?

Mollika Roy, Barun Kummer Bhattacharja, Iffat Jahan

Abstract


Packaging is more than just a suitable way of showcasing a product or getting a product to the consumer without reaching any damage. Here, we intended to know the relative significance of different features of packaging in purchase decision-making. We controlled the diversity of products and their confounding effect in the decision-making task by giving participants a particular product category (toiletries items) in the instruction. A survey was conducted on 386 Bangladeshi adult participants to rate their attitudes toward 11 different packing features when they make a purchase decision. The finding shows that participants rated printed detail on the package as the most important attribute which can manipulate their purchase choice. Moreover, they rated Convenience packaging, Hygienic wrapping material, convincing words on the packet, and attractiveness as the top five packaging features for young Bangladeshi adults, respectively. We found some significant gender differences in four features of product packaging. Bangladeshi adult females are more influenced by the attractiveness, colourful packet, convenience packaging, and convincing words on the packet than male customers. This finding could be an important addition to consumer behaviour literature. Moreover, marketers and designers would know their customer's needs and will be able to use this knowledge in product packaging as a reliable source of marketing strategy to increase their product sales.

Keywords: product packaging; consumer behaviour; decision making; young adults


Keywords


product packaging; consumer behaviour; decision making; young adults.

Full Text:

PDF

References


Ahmed, R. R., Parmar, V., & Amin, M. A. (2014). Impact of product packaging on consumer’s buying behavior. European Journal of Scientific Research, 120(2), 1450–216. https://doi.org/10.13140/2.1.2343.4885

Alhamdi, F. M. (2020). Role of packaging in consumer buying behavior. Management Science Letters, 10(6), 1191–1196. https://doi.org/10.5267/j.msl.2019.11.040

Connolly, A., & Davison, L. (1996). How does design affect decision at point of sale? Journal of Brand Management, 4(2), 100–107. https://doi.org/10.1057/bm.1996.33

Deng, X., & Fligner, A. (2019). The Effect of packaging typeface on product perception and evaluation. in advances in consumer research (Vol. 47). ACR North American Advances.

Dharmadhikari, S. (2012). Eco-friendly packaging in supply chain. The IUP Journal of Supply Chain Management, IX(2), 7-18, June 2012, Available at SSRN: https://ssrn.com/abstract=2169696

Guyader, H., Ottosson, M., & Witell, L. (2017). You can’t buy what you can’t see: Retailer practices to increase the green premium. Journal of Retailing and Consumer Services, 34, 319–325. https://doi.org/10.1016/j.jretconser.2016.07.008

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1–20. https://doi.org/10.1509/jm.15.0287

Kingdom, U., Farooq, S., Habib, S., & Aslam, S. (2015). Influence of product packaging on. European Journal of Social and Human Sciences, III (12), 538–547.

Kumar, V., Dixit, A., Javalgi, R. (Raj) G., & Dass, M. (2016). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24–45. https://doi.org/10.1007/s11747-015-0426-9

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4–29. https://doi.org/10.1007/s11747-018-0598-1

Orlowski, M., Lefebvre, S., & Back, R. M. (2022). Thinking outside the bottle: Effects of alternative wine packaging. Journal of Retailing and Consumer Services, 69, 103117. https://doi.org/10.1016/j.jretconser.2022.103117

Piqueras-Fiszman, B., & Spence, C. (2014). Colour, pleasantness, and consumption behaviour within a meal. Appetite, 75, 165–172. https://doi.org/10.1016/j.appet.2014.01.004

Punjani, N., & Org, S. N. (2022). The role and impact of the packaging effect on consumer buying behaviour. In Bi-Annual: Multidisciplinary Peer-Reviewed and Refereed EJournal (Vol. 3, pp. 2582–8495).

Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. (2010). Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20(4), 431–441. https://doi.org/10.1016/j.jcps.2010.06.009

Ritnamkam, S., & Sahachaisaeree, N. (2012). Cosmetic Packaging Design: A case study on gender distinction. Procedia - Social and Behavioral Sciences, 50, 1018–1032. https://doi.org/10.1016/j.sbspro.2012.08.102

Rundh, B. (2016). The role of packaging within marketing and value creation. British Food Journal, 118(10), 2491–2511. https://doi.org/10.1108/BFJ-10-2015-0390

Saeed, R., Lodhi, R. N., Rauf, A., Rana, M. I., Mahmood, Z., & Ahmad, M. (2013). Impact of labeling on customer buying behavior in Sahiwal, Pakistan. World Applied Sciences Journal, 24(9), 1250–1254. https://doi.org/10.5829/idosi.wasj.2013.24.09.1342

Sarumathi, S. (2014). Green Purchase behavior–a conceptual framework of socially conscious consumer behavior. Global Journal of Finance and Management, 6(8), 975–6477. http://www.ripublication.com

Schifferstein, H. N. J., Howell, B. F., & Pont, S. C. (2017). Colored backgrounds affect the attractiveness of fresh produce, but not it’s perceived color. Food Quality and Preference, 56, 173–180. https://doi.org/10.1016/j.foodqual.2016.10.011

Seifhashemi, M., & Elkadi, H. (2022). Aesthetic appealing wall insulation: A novel approach for uptake of solid wall insulation in the UK. Building and Environment, 224, 109550. https://doi.org/10.1016/j.buildenv.2022.109550

Shridhar, R., & Shrivastava, R. (2018). Role of packaging on consumer buying behaviors. Asian Journal of Management, 9(1), 733. https://doi.org/10.5958/2321-5763.2018.00114.2

Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340–351. https://doi.org/10.1016/j.foodqual.2016.11.010

Simmonds, G., & Spence, C. (2018). Food imagery and transparency in product packaging. In Multisensory Packaging: Designing New Product Experiences (pp. 49–77). https://doi.org/10.1007/978-3-319-94977-2_3

Sook-Fern Yeo, Cheng-Ling Tan, Kah-Boon Lim, & Yong-Hwi Khoo. (2020). Product Packaging: Impact on Customers’ Purchase Intention. In International Journal of Business and Society (Vol. 21, Issue 2, pp. 857–864). https://doi.org/10.33736/ijbs.3298.2020

Spence, C. (2012). Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1), 37–54. https://doi.org/10.1016/j.jcps.2011.09.004

Urbany, J. E., Dickson, P. R., & Kalapurakal, R. (1996). Price Search in the Retail Grocery Market. Journal of Marketing, 60(2), 91–104. https://doi.org/10.1177/002224299606000207

Yeo, S. F., Tan, C. L., Lim, K. B., Leong, I., & Lee, M. Y. (2018). Physical store purchase intention: The study of comics book in Malaysia. Global Business and Management Research, 10(3), 1035.:




DOI: https://doi.org/10.18860/psikoislamika.v20i1.20496

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Indexing By:

    

 

------------------------------------------------------------------------------------------

PSIKOISLAMIKA: Jurnal Psikologi dan Psikologi Islam by http://ejournal.uin-malang.ac.id/index.php/psiko is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.