Role of Packaging on Consumer
Buying Behaviors
Dr. R. Shridhar1,
Radhika Shrivastava2
1Professor,
Management Department, Kalinga University, Raipur, Chhattisgarh
2Research Scholar, Kalinga
University, Raipur, Chhattisgarh
*Corresponding Author E-mail:
radhikashriv@gmail.com
ABSTRACT:
In the emerging business
scenario various promotional techniques are used by the marketer for
influencing the purchase decision of their consumers. Packaging, a key element
of Marketing mix has been widely used to sustain competitive advantage,
increase sales and stimulate consumer purchase decision, is becoming a valuable
tool for marketers to influence purchase decision. This paper seeks to discuss the need to understand consumer perceptions
in order to correctly design product packing and to achieve the desired
position in the minds of consumers. Through this study, an effort has
been made to find out the effect of packing on buying behaviors and its impact
on purchase decision. For conducting the research, data was collected through
convenience sampling of 50 respondents through descriptive research design
technique. Later the data was analysed and the hypothesis was tested by using
multiple regression technique. The result shows that elements of package are
the most important for consumer’s purchase decision. It could be stated that
detail evaluation of package elements and their impact on consumer’s purchase
decision, taking into consideration involvement level, individual
characteristics of consumers, is necessary in order to implement efficient
packaging decision.
KEYWORDS: Consumer Buying
Behavior, Packaging, Package Element.
INTRODUCTION:
In nowadays competitive
environment the role of package has changed due to increasing self-service and
changing consumers’ lifestyle. Firms’ interest in package as a tool of sales
promotion is growing increasingly. Package becomes an ultimate selling
proposition stimulating impulsive buying behavior, increasing market share and
reducing promotional costs.
According to Rundh (2005)
package attracts consumer’s attention to particular brand, enhances its image,
and influences consumer’s perceptions about product. Also package imparts
unique value to products (Underwood, Klein and Burke, 2001; Silayoi and Speece,
2004), works as a tool for differentiation, i.e. helps consumers to choose the
product from wide range of similar products, stimulates customers buying
behavior (Wells, Farley and Armstrong, 2007).
Thus package performs an
important role in marketing communications and could be treated as one of the
most important factors influencing consumer’s purchase decision. In this
context, seeking to maximize the effectiveness of package in a buying place,
the researches of package, its elements and their impact on consumer’s buying
behavior became a relevant issue.
LITERATURE REVIEW:
H Ahasanul, (K Ali 2009)
measured the Factors Influencing Buying Behavior of Piracy Impact to Malaysian.
A structured questionnaire was used to collect data whereby it was served as
primary data to answer the research questions and objectives planning to find
out the factors that plays a vital role about consumers perception towards
pirated products. It can be identified that the dependent variable is consumer
perception on piracy. Where else the independent variables would be divided to
social influence, personality/believe, culture, and the economy. These are the
factors that could influence consumers’ perception on piracy thereby supporting
out dependent variable. Social influence would include susceptibility, which
means an individual might purchase a pirated product merely because his/ her
friend or family members bought the product and introduced it to them.
Several studies have
investigated issues such as packages as a means of attracting the attention of
consumers (Underwood et al., 2001; Garber et al., 2000; Goldberg et al, 1999;
Schoormans and Robben, 1997). Other studies researched packages as a means of
communication as well as a means of communicating brand and product meaning
(Underwood and Klein, 2002; Garber et al., 2000, Schoormans and Robben, 1997;
Gordonet al., 1994; Homer and Gauntt, 1992; Rigaux-Bricmont, 1981; McDaniel and
Baker,1977). Packages are found to attract attention (Underwood et al., 2001;
Garber et al., 2000;Goldberg et al., 1999; Schoormans and Robben, 1997).
In fact, Goldberg et al.
(1999) found that by dismissing such non-verbal signs as colors, the attention
to verbal signs can be increased. Pictures on packages are emphasized to
attract attention, particularly when consumers are not very familiar with the
brands (Underwood et al., 2001). Furthermore, packages are claimed to attract
attention when their appearances are not typical within a product class (Garber
et al., 2000; Schoormans and Robben 1997). In other words, past research
has discovered that deviating packages attract attention. Other studies show
that deviating package colors and shapes attract attention (Garber etal., 2000;
Schoormans and Robben 1997).
Underwood et al. (2001), on
the other hand, found that pictures on packages attract attention particularly
in cases when consumers are less familiar with a brand. Studies that have
focused on other single signs than pictures on packages have found that such
single package signs as colors (Gordon et al., 1994), brand names
(Rigaux-Bricmont, 1981), and materials (McDaniel and Baker, 1977) convey brand
meaning.
OBJECTIVE OF THE STUDY:
•To find out the effect of
packaging on the buying behavior.
•Theoretical analysis of
package elements and their impact on consumer‘s purchase decision empirically
reveal the elements having the ultimate effect on consumer choice in a case of
different products.
•To check the effect of
packaging elements on the buying behavior.
•To measure the relative
impact of each packaging element on the consumer.
•To identify the elements
which should be highlight while design the Packaging.
KEY TERMS DEFINES:
Consumer Buying Behavior:
Process by which individuals
search for, select, purchase, use, and dispose of goods and services, in
satisfaction of their needs and wants
Packaging:
Packaging can be defined quite
simply as an extrinsic element of the product. Packaging is the container for a
product
Research Question:
Role of Packaging on consumer
buying behavior.
THEORETICAL FOUNDATION:
Theoretical frame-work focuses
on the relationship between the dependent and independent variables. The
distinction between dependent and independent variables is as important in a
comparative study as in a regression analysis. Dependent variable in case of a
comparative study is the one which we aim to predict and independent variables
here are the ones who are used to predict the dependent variable.
Role of Packaging In Consumer
Buying Behavior:
Consumer Buying Behavior:
Process by which individuals
search for, select, purchase, use, and dispose of goods and services, in
satisfaction of their needs and wants. See also consumer decision making.
Purchase decision making pattern that is a complex amalgam of needs and
desires, and is influenced by factors such as the consumer's
(1) Societal role (parent,
spouse, worker, etc.),
(2) Social and cultural
environment and norms, and
(3) Aspirations and
inhibitions
Buying Behavior is the
decision processes and acts of people involved in buying and using products.
Stages of the Consumer Buying
Process:
Six Stages to the Consumer
Buying Decision Process (For complex decisions). Actual purchasing is only one
stage of the process. Not all decision processes lead to a purchase. The 6
stages are:
· Problem Recognition
(Awareness of need)--difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates
your need to eat. Can be stimulated by the marketer through product
information--did not know you were deficient? I.E., see a commercial for a new
pair of shoes, stimulates your recognition that you need a new pair of shoes.
· Information search
Internal search, memory. External search-- if you need more information.
Friends and relatives (word of mouth). Marketer dominated sources; comparison
shopping; public sources etc. A successful information search leaves a buyer
with possible alternatives, the evoked set.
· Evaluation of
Alternatives- Need to establish criteria for evaluation features the buyer
wants or does not want. Rank/weight alternatives or resume search. May decide
that you want to eat something spicy, Indian gets highest rank etc.If not
satisfied with your choice then returns to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by
"framing" alternatives.
· Purchase Decision-
Choose buying alternative, includes product, package, store, method of purchase
etc. Purchase May differ from decision, time lapse between 4 and 5, product
availability. Post- Purchase Evaluation--outcome: Satisfaction or
Dissatisfaction. Cognitive Dissonance, have you made the right decision.
Types of Consumer Buying
Behavior:
· Routine
Response/Programmed Behavior:- Buying low involvement frequently purchased
low cost items; need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.
· Limited Decision
Making:- Buying product occasionally. When you need to obtain information about
unfamiliar brand in a familiar product category, perhaps. Requires a moderate
amount of time for information gathering. Examples include Clothes--know
Product class but not the brand.
· Extensive Decision
Making:- Complex high involvement, unfamiliar, expensive and/or infrequently
bought products. High degree of economic/performance/psychological risk.
Examples include cars, homes, computers, education. Spend a lot of time seeking
information and deciding. Information from the companies MM; friends and
relatives, store personnel etc. Go through all six stages of the buying
process.
· Impulse buying, no
conscious planning:- The purchase of the same product does not always
elicit the same Buying Behavior. Product can shift from one category to the
next. For example:
Going out for dinner for one person may be extensive decision making (for
someone that does not go out often at all), but limited decision making for
someone else. The reason for the dinner, whether it is an anniversary celebration,
or a meal with a couple of friends will also determine the extent of the
decision making.
Categories that Affect the
Consumer Buying Decision Process:
A consumer, making a purchase
decision will be affected by the following three factors:
· Personal
· Psychological
· Social
Personal:
Unique to a particular person.
Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for
the decision making? Young people purchase things for different reasons than
older people.
Psychological factors:-
Psychological factors include:
· Motives - A motive
is an internal energizing force that orients a person's activities toward
satisfying a need or achieving a goal. Actions are effected by a set of
motives, not just one. If marketers can identify motives then they can better
develop a marketing mix. MASLOW hierarchy of needs!!
· Physiological
· Safety
· Love and Belonging
· Esteem
· Self Actualization
Social Factors:
Consumer wants, learning,
motives etc. are influenced by opinion leaders, person's family, reference
groups, social class and culture. Opinion leaders Spokespeople etc. Marketers
try to attract opinion leaders.they actually use (pay) spokespeople to market
their products. Michael Jordon (Nike, McDonalds, Gatorade etc.)
Roles and Family Influences:
Role things you should do
based on the expectations of you from your position within a group. People have
many roles. Husband, father, employer/e. Individuals role are continuing to
change therefore marketers must continue to update information. Family is the
most basic group a person belongs to. Marketers must understand:
•Many family decisions are
made by the family unit
•Consumer behavior starts in
the family unit
•Family roles and preferences
are the model for children's future family (can reject/alter/etc)
•Family buying decisions are a
mixture of family interactions and individual
decision making
•Family acts an interpreter of
social and cultural values for the individual.
Reference Groups:
Individual identifies with the
group to the extent that he takes on many of the values, attitudes or behaviors
of the group members. Families, friends, sororities, civic and professional
organizations. Any group that has a positive or negative influence on a
person’s attitude and behavior. Membership groups (belong to) Affinity
marketing is focused on the desires of consumers that belong to reference
groups. Marketers get the groups to approve the product and communicate that
approval to its members. Credit Cards etc.!!
· Aspiration groups
(want to belong to)
· Disassociate groups
(do not want to belong to)
· Honda, tries to
disassociate from the "biker" group.
The degree to which a
reference group will affect a purchase decision depends on an individual’s
susceptibility to reference group influence and the strength of his/her
involvement with the group.
Social Class:
An open group of individuals
who have similar social rank. US is not a classless society. US criteria;
occupation, education, income, wealth, race, ethnic groups and possessions.
Social class influences many aspects of our lives. IE upper middle class
Americans prefer luxury cars Mercedes. Upper Americans-upper-upper class, .3%,
inherited wealth, aristocratic names. Lower-upper class, 1.2%, newer social
elite, from current professionals and corporate elite Upper-middle class,
12.5%, college graduates, managers and professionals Middle Americans-middle
class, 32%, average pay white collar workers and blue collar friends
· Working class, 38%,
average pay blue collar workers
· Lower
Americans-lower class, 9%, working, not on welfare
· Lower-lower class,
7%, on welfare
Social class determines to
some extent, the types, quality, and quantity of products that a person buys or
uses. Lower class people tend to stay close to home when shopping; do not
engage in much pre purchase information gathering. Stores project definite
class images. Family, reference groups and social classes are all social
influences on consumer behavior. All operate within a larger culture.
Culture and Sub-culture:
Culture refers to the set of
values, ideas, and attitudes that are accepted by a homogenous group of people
and transmitted to the next generation. Culture also determines what is
acceptable with product advertising. Culture determines what people wear, eat,
reside and travel. Cultural values in the US are good health, education,
individualism and freedom. In American culture time scarcity is a growing
problem. IE change in meals. Big impact on international marketing. Different
society, different levels of needs, different cultural values. Culture can be divided
into subcultures:
Geographic regions- Human
characteristics such as age and ethnic background. IE West Coast, teenage and
Asian American. Culture effects what people buy, how they buy and when they
buy.
Theatrical Frame work:
RESEARCH METHODOLOGY:
Tools of Data Collection:
In order to find data on Role
of packaging on consumer buying behavior. I will collect data on four
variables: The first benefit to use questionnaire technique is that result.
Sampling Technique and Sample:
The Population of my study
will be students and educational which the sample size of 150 students will be
taken for conducting the study by using simple random sampling in order to
generalize the findings in the particular sector.
Measures:
There were at least 20
questions in the survey obtaining data for one variable and some questions were
directly obtaining data with no complications. Measure for each variable is
defined below:
Dependent Variable-Consumer
Buying Behavior
Independent Variable
Packaging color
Background Image
Packaging Material
Font Style
Design of wrapper
Printed Information
Innovation
Each of above mentioned
variable was measure by asking the seven questions by using the 5-points
itemized rating type scale ranging from (1) strongly disagree to (5) strongly
agree.
Methodology:
To analyze the data I had used
ms excel software in which we will make analysis in to two parts where part one
will lead descriptive statistics that will be use to describe and summarize
data and include measures of central tendency (average) and dispersion (the
spread of data or how close each other is to the measure of central tendency)”
1. Descriptive analysis- I
have used first techniques for generating result is descriptive statistics. It
shows Minimum, maximum, and mean values of data.
Q.Do u like the packaging of
any product/brand?:
Analysis- packaging affects
buying behavior in a certain extent. It was been observed that most of the
consumer buying behavior is directly affected on the basis of packaging and the
color of the packaging material. And more over the color and the design of the
product is also a factor that affects the packaging and wrapping conditions, so
here by the above factor, most of the people do agree that it is of great importance
of packaging to a great extent, apart from that as far as the big products are
concerned that also require special packaging if possible and people (consumer)
require to feel special for example cars and automobile.
Q. Packaging is attractive?:
This says that packing really
feels attractive to customer on 5 on 150 says that they don’t feel that
packaging feels attractive to them.
Q. Do you purchase goods as
advised by your family or friends?:
This factor depends on self
choice that they like purchase on advice. This study shows that they are
different in case of ladies and gents, like most of the FMCG products for
ladies specially goes by the word of mouth and in case gents its highly
dependent on the personality aspects. And therefore the percentage of people
between strongly agree, agree and disagree are near about same. Like for
example most of the women don’t like to talk about wearing same brands of
clothes and in case of men if it’s a major brand being common is not an
affecting factor.
Q. Does u think the products
offered by leading brand are always better?:
Majority of people says that
they like products offered by leading brand. But there is a different sort of
opinion. Very few percentage of people are not decided yet that whether there
is any different in branded and non branded product, So most of the people
either like branded products or dislike purchasing non branded products. But
the percentage of dislikes of leading branded products is higher and that can
also be because of the high price, generally the middle class people find no
difference of usage of same category of product with the low or local brand and
the high yielding brands of the west. That can also be a factor of not liking
the branded product if other things remaining the same. Also the influential
factor that goes by the marketing conditions of the major brands like heavy
expenditure on the package and advertisement like for example the very fame and
name earning ZOO ZOO has rapidly become the most known available entertainment
package by the Vodafone company , very soon it seems that a whole range of
entertainment segment will also be started by the above . as it has gathered
and acquired that whole sum of the attention in the market just because of its
eye catching character.
Q. Do you select products
according to your life style?:
Analysis – selecting the
product according to the life style can be and is mostly considered to be
accordingly in the high society and high profile consumers who like to purchase
the products according to their life and ongoing requirements and the
necessities and that too more of a just show off and more concerned about the
status and the standards which are pre decided and set as per the social
culture and hereditary realizations. But buying products according to the life
style and the suitability of the life are most common in the middle class
people who actually think twice before buying any product and packaging of that
product is more or less is second or third option of selection for any
purchase.
Q. Do you like the color of
packaging?:
As far as the packaging is
concerned, color is the first thing that any consumer considers and expects the
quality of the product, in this study as shown the majority of the people are
in complete agreement with the effectiveness of the colorful packaging of any
product, like patented in case of titan watches it is a pair of dark red and
black to the combination to highlight the show of watch kept inside the small
box and that too kept in a small paper carry bag of the same definition which
enhances the charisma of the product. And most of the least in the automobile
sector the options are only because of the range of various colors and their
definition which lets consumer to buy according to their choice of color.For
example the most common in boys, teenage girls and youngsters prefer blue denim
jeans and black colored shirts and t-shirts. And the high percentage of
strongly agreement shows that whether it’s a middle class family or high or
even poor class the matter of color is the full time option and aspect
affecting the buying behavior of any product.
Q. Color of packaging matters
you in purchasing a product?:
Analysis – so far as the color
and the packaging are two different aspects but if its overall impact is not
much even if they both are separately of great impact in any products life
cycle. But if color of packaging or package is kept on changing again and again
it can heavily affect the buying behavior. So far as the complete packaged
products coming in complete package for example like in branded chocolates and
surprise gift items are more of non concern to the most of the usually buying
consumer who purchase products frequently and they emphasis and focus more on
the inside quality and the cost effectiveness of any products.
Q. Do you prefer the products
package having attractive background?:
Analysis – the background of
any packaging is mostly kept clean and simple to promote and avoid any clerical
errors in thoughts of customers mind so that they do not have any sort of
miscommunication from the packaging of any product. For example the promotions
of the TATA tea advertised and promoted by the famous superstar SAIF ALI KHAN,
but the background used in the template and the packaging of any product is
used as the TAJMAHAL which is the only symbol of promoting the product brand.
Q. The quality of packaging
can save product better?:
Analysis – though the heavy
expenditure on the packaging of any product can create only loss to the product
due to the mismatch of expectations of the consumers towards the product and
the package, but it can also save the product, like wise in any life cycle of
the product of automobiles say two wheeler or four wheeler at the time of its
maturity period the company offers attractive schemes and discounts of cash and
accessories that create a large no. of retained customers as well as new
customers. Along with that the new packages in such cases also involve a complete
different color range in this types of products. Still this is not openly
accepted by the most frequent consumers and they think that it is waste to
spend on effective packaging if the product fails and does not trade off very
well and that is also one of the reasons why most of the products fail before
they capture the market like on small example could be of mcdonalds. various
edible items failed at time of testing only.
Q. The product packed in high
quality material is more preferable?:
Analysis – the consumers go in
complete disagreement with the fact that if it’s only about the high quality of
packaging then it does not matter because at the end what matters is the
quality of the product and not that of the package or the outer covering. The
package is high or ineffective it is second to the questioning, but it should
match to the quality of the product and should match the expectations of the
consumer, that they create themselves for any product to satisfy their physical
and psychological satisfaction limits.
Q. Do you like creative Font
Style in Package of any product?:
Analysis – creative and
different font styles in the package of any product is considered very less as
an option to attract consumers to convince them to buy or bring any change in their
buying behavior but that is only a matter of fact, because as far as the Indian
consumers are concerned about the product quality and quantity either by
smelling, touching, sound effects, or whatsoever tangible method available, and
so on thus the matter of attractiveness only by the what matter is written on
the product and in what style its written is hardly a questionable factor. But
in some social classes it does matter in high branded products like SAMSUNG and
SONY where it’s all about the name game. In such products it totally depends
and relates to the quality of the products that if it is this brand or if it’s
a SONY brand it should be written in the typical format which is patented in
one particular pattern.
Q. Wrapper design is important
in Packaging?:
Analysis – design of wrapper
in packaging of any product matters but to a extent of 50 to 55 % while rest
stated interested or somewhat other because it effects a lot in case gift items
and products, and this category of consumers fall under 15 to 30 years of age.
And the products are generally emphasized on good packaging and attractive
folding.
Q.Do you read printed
information on the package of product?:
Analysis – reading and
evaluating the printed information is nevertheless important for most of the
consumers, in general consumer hardly read the printed price and that too only
the printed price. Apart from that the printed information is not important
enough to be checked by the consumers. Moreover the mixture and the combination
present in the products and the ingredients are matter of concern only in case
of the herbal products and the cosmetics. In this category only the majority of
the consumers are conscious especially the ladies. Most of the printed
information doesn’t have the required or the information of interest to the
customer and large no. of people stated that they will rather go on hearing
what the sales men has to say regarding the product and not on what is written
on the product. That is just a matter of confirmation that matches the
information provided by the company. Like for example provided NOKIA the serial
no. and the seal if broken not to be sold, and secret no. etc along with the
features of NOKIA handsets.
Q.Do you prefer packaging with
better handling and transportation?:
Analysis – most of the branded
companies spend more on the packaging, as they consider it to be one of the
important reason to attract consumers and gain popularity. But does the proper
handling and transportation effects the consumer buying behavior regarding the
packaging, this study relates the packaging and the handling and transportation
of any product and effect as well as the affects of low handling and transportation,
for example in mega marts and shopping malls due to less care given to the
handling and transportation most of the items are damaged and become of no use,
or unsellable. And sometimes it also affects the damage to the packaging. Which
lets the consumer make a negative impact of the quality and the role of branded
aspects levy less assurance of making him/her to decide to buy or not.
Q. The innovative package can
change your decision?:
Analysis – generally the
packaging is considered to be simple and understandable so that the consumers
think more about the product and at the time unpacking the expectations match
with the product and the packaging, and both can go accordingly. In this study
the consumer is not certain about the innovation or any kind of creativity in
packaging but rather they are concerned about the innovation in the product,
but it also depends on the availability and features of product. Like for
example if it is any entertainment package or product then its features are
more or less same and equivalent but that packaging is completely different
like TATA SKY, DISH TV, AIRTEL BIG TV. And etc. apart from that in case of
jewellery items innovation is one of the most important part of selling and
advertisement, more and more innovative and creative packaging can aspire more
consumers to attract like bracelets and chains in highly attractive packs and
boxes and gift wrappings and rings with ring boxes And necklaces for ladies
with special and eye catching packages.
CONCLUSION:
Package could be treated as
one of most valuable tool in today’s marketing
Communications, necessitating more detail analysis of its elements and
an impact of those elements on
consumers buying behavior. Appropriate and vivid picture or packaging color
which delivers them a happy feeling or an easy handle /open/ dose/ dispose
package shape. All these elements contribute each important effort to catch
consumers’ attention and interest. Besides each element’s single function, we
think that a good combination of those elements may let the product more
eye-catching and attractive. The impact of package and its elements on
consumer’s purchase decision can be revealed by analyzing an importance of its
separate elements for consumer’s choice. For this purpose main package’s
elements could be identified: graphic, color, size, form, and material of
packaging are considered, wrapper design, printed information, and innovation
while product information, producer, country-of-origin and brand are considered
as important ones. Moreover, the impact of package elements on consumers
purchase decisions should be evaluated depending on the consumer’s involvement
level, time pressure or individual characteristics of consumers. Empirically
testing the research model proposed, package elements having the ultimate
effect on consumer choice in a case of different products from group of
convenience goods were determined:
· It has revealed
that elements of package are the most important for consumer’s purchase
decision.
· For a major part of
consumers’ a size and material are the main visual elements, while product
information is also the main verbal elements when purchasing milk and
washing-powder.
· Packaging has a
better reach than advertising does, and can set a brand apart from its
competitors. It promotes and reinforces the purchase decision not only at the
point of purchase, but also every time the product is used. Packaging in
different serving sizes can extend a product into new target markets or help to
overcome cost barriers. Packaging can even drive the brand choice
· Research into
packaging has found that different packaging cues impact how product is
perceived. Often the packaging is perceived to be part of the product and it
can be difficult for consumers to separate the According to my research, I
found out that most consumers like the product Quality after they purchased
their desired packaged products. Based on those facts, we cannot say there is a
100% equal relationship between good package and good product quality, but
there is a positive thinking and trend about well designed
package shows high product quality. As a matter of fact, people are becoming
more and more demanding; packaging has been gradually shown his important role
in a way to serving consumer by providing information and delivering functions.
With its different functionality to ease and to communicate with consumers,
there is no doubt about increasingly important role of packaging as a strategic
tool to attract consumers’ attention and their perception on the product
quality
SUMMARY:
Summarizing, it could be
stated that detail evaluation of package elements and theirimpact on consumer’s
purchase decision, taking into consideration involvement level,individual
characteristics of consumers, is necessary in order to implement efficient
packaging decision
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Received on 04.01.2018
Modified on 04.02.2018
Accepted on 05.03.2018
©A&V Publications All
right reserved
Asian Journal of Management.
2018; 9(1):733-740.
DOI:
10.5958/2321-5763.2018.00114.2