Investigating the Effects of Packaging Features and Perceived Brand Quality on Consumers' Willingness to Pay With the Moderating Role of Customer Type

Document Type : Original Article

Authors

1 n

2 d

Abstract

The purpose of this study is to investigate the effect of packaging features and perceived brand quality on consumers' willingness to pay with the role of customer type moderator. The descriptive-correlation method was used to conduct this research. The statistical population of the present study included all consumers of honey and jam in chain stores in Tehran in an unlimited number and based on Cochran's formula, the required sample size of 384 people was determined. The questionnaire used to examine the research variables, contained 46 questions and its reliability was confirmed by the Cronbach's alpha coefficient. The content validity of the questionnaire was confirmed by a group of university professors and its construct validity was confirmed by confirmatory factor analysis. Parametric inferential statistical methods such as the Kolmogorov-Smirnov test were used to ensure the normality of the data, and structural equation modeling and path analysis using the Amos software were employed to test the hypotheses. The most important research findings showed that packaging features have a positive effect on consumers' willingness to pay and the perceived brand quality. The perceived brand quality has a positive effect on consumers' willingness to pay, and the customer type has a moderating role in the relationship between packaging characteristics and consumers' willingness to pay.

Keywords

Main Subjects


[1] D. A. Aaker and E. Joachimsthler, Brand leadership, London, 2000.##
[2] A. Aminian, “The effect of pleasure and store environment on instant online shopping according to the type of web browsing,” M. S. thesis, Faculty of Management and Accounting, Yazd University, 2015, (In persian).##
[3] O.  Ampuero  and   N.  Vila, “Consumer perceptions of product packaging,” Journal of consumer marketing, 2006.##
[4] M. Ashaduzzaman and F. Mahbub, “Understanding the role of packaging elements on buying detergent powder in Dhaka city: A study on Bangladesh,” Asian Journal of Business Research ISSN, vol. 6, no. 1, 2016.##
[5] A.  Asselin, “Eggcentric Behaviour – Consumer characteristics that demonstrate greater willingness to pay for functionality,” American Journal of Agricultural Economics, vol. 87, no. 5, pp. 1339 - 1344, 2005.##
[6] A. Azar and M. Momeni, “Statistics and its application in management,” Tehran, Samt Publishers, 2016 (In persian).##
[7] M. A. Babayi, “The study of relationship between personality attributes and internet consumer behaviors in Iran,” Journal of Information Technology Management, vol. 2, no. 4, pp. 39-58, 2010.##
[8] M. China Joe Hong, “The role of atmospheric cues in online impulse-buying behavior. Journal Electronic Commerce Research and Applications,” vol. 12, no. 6, pp. 425-439, 2018.##
[9] J. T. Clarkson, C. Janiszewski, and M. D. Cinelli, “The desire for consumption knowledge, J. Consum. Res.,” vol. 39, no. 6, pp. 1313–1329, 2013.##
[10] J. Cotte, and  S. L. Wood, “Families and innovative consumer behavior: A triadic analysis of sibling and parental influence,” Journal of consumer research, vol. 31, no. 1, pp. 78-86, 2004.##
[11] A.  Dwivedi, T.  Nayeem, and F. Murshed, Brand experience and consumers’ “willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness,” Journal of Retailing and Consumer Services, vol. 44, pp. 100-107, 2018.##
[12] D. Feyz  and A. Salahshoor, “The role of packaging in marketing, Semnan, Semnan University,” 2008 (In persian).##
[13] D. Feyz, A. A. Zarei, and F. Ashrafi, “The Impact of the Package Design on The Select Consumers,” Journal of business management perspective (Management Perspective), vol. 1, pp. 175-194, 2015 (In persian).##
[14] M. Ghiasabadi, P.  Ghaffari  Ashtiani, S. Golipoor Fereydooni, and  H.  Shababi, “Identify the Factors Affecting the Desire to Buy Green Packaging”, Journal of Packaging Science and Techniques, vol. 12, pp. 6-21, 2021 (In persian).##
[15] S. Gilaninia, H. Ganjinia, and K. Charmchi, “Affecting factors of packaging milk production on guilan consumer behavior,” Nigerian Chapter of Arabian Journal of Business and Management Review, vol. 1, no. 3, pp. 29 – 40, 2013.##
[16] N. M. Gunaratne at el, “Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging,” vol. 5, no. 6, 2019.##
[17] S.  Iranzadeh,  A.  Ranjbar,  and   N.  Poursadegh, “The effect of marketing mix elements on brand equity,” New marketing research journal,  vol. 3, no. 6, pp. 155-172, 2016  (In persian).##
[18] H. Islam, C.  Jebarajakirthy, and A. Shankar, An experimental based investigation into the effects of website interactivity on customer behavior in on-line purchase Context, Journal of Strategic  Marketing, vol. 29, pp. 117-140, 2021.##
[19] F.  Kermaninejad, “Take a look at packaging design, Tehran, Carbon Publications,” 2006 (In Persian).##
[20] S.  Khosroshahi, N. Jafarnia, and M. A. Hesarinejad, “The effect of packaging on the food packaged products marketing, Iranian journal of food and technology,” vol. 16, pp. 213-218, 2019 (In Persian).##
[21] M. Khodabakhsi and A. Sadeghi, “Studying the Effects of Packaging Size and Design on Purchase Intention and Consent of Consumers,” Journal of Packaging Sciencd and Techniques,
vol. 8, pp. 30-41, 2017 (In Persian).##
[22] V. kumar and W. Reinartz, “Customer relationship management: concept, strategy, and tools, Translated by H. Noroozi and S. Abdollahpoor, Tehran, MehrabanNashr publishing, 2012, (In Persian).##
[23] H. J. Lai, and H. H. Wu, “Case study of Applying Kano’s Model and ANOVA Technique in Evaluating Service Quality,” Information Technology journal ,vol. 10, no. 1, pp. 89-97, 2011.##
[24] M. Lang, “Consumer-Based Brand Equity of Finnish Fashion-Differences Between Genders, Generations X and Y and Questionnaires (Available on Internet) (Master's thesis, Svenska handelshögskolan),” 2011.##
[25] D.  R. Liu, and Y. Y. Shih, “Integrating AHP and data mining for product recommendation based on customer lifetime value,” Information and Management, vol. 42, no. 3,
pp. 387– 400, 2005.##
[26] K. Mirzaei, “Research, scholarship and journal writing, Tehran: Sociologists Publications,” 2013 (In Persian).##
[27] C. P. Moreau, “Brand Building on the Doorstep: the Importance of the First (Physical) Impression,” Journal of Retailing, vol. 96, pp. 155– 67, 2020.##
[28] R.  H. Mostafa, “The impact of country of origin and country of manufacture of a brand on overall brand equity,” International Journal of Marketing Studies, vol. 7, p. 70, 2015.##
[29] M. Mzoughi, J. Bree, and R. Ahn, “Toward the characterization of toy-packaging: an exploratory reaserch,” Journal of Strategic Marketing, vol. 25, pp. 190-210, 2017.##
[30] A. Nikookar and E. Fazeli Haghpanah, “Identifying the Determinants of Mashhad Citizens' Willingness to Pay for Herbal Teas,” Iranian Journal of Agricultural Economics and Development Research, vol. 51, pp. 489-498, 2020 (In Persian).##
[31] J. Pang  and Y. Ding, “Blending package shape with the gender dimension of brand image: How and why?,” International Journal of Research in Marketing, vol. 38, pp. 216-231, 2021.##
[32] R. Papu, P.G. Quester, and R.W. Cooksey, “Consumer-based brand equity: Improving the measurement- empirical evidence. Journal of Product and Brand Management,” vol. 14, pp. 143-154, 2005.##
[33] B. Ranjbarian, M. Jamshidian, and Z. Dehghan, “Investigating the factors affecting the attitude of car buyers towards different brands in Tehran,” Journal of Commercial Strategies, vol. 14, pp. 11-23 , 2007 (In Persian).##
[34] N.  Sevdalis and N. Harvey, “Determinants of Willingness to Pay in Separate and Joint Evaluation of Options: Context matters,” Journal of Economic Psychology, vol. 27, no. 3, pp.
377-385, 2006.##
[35] E. Shah Tahmasebi,  Z. Ahmadi, and S. Mazarei, “The Impact of Packaging Color on Brand Memorization among Children (7-12 years old),” Journal of Business Management,
 vol. 13, pp. 209-227, 2021 (In Persian).##
[36] T.  Shanahan, T. P.  Tran, and E. C. Taylor, Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality, Journal of Retailing and Consumer Services, vol. 47, pp. 57-65, 2019.##
[37] P. Silayoi   and M. Speece, “The importance of packaging attributes: a conjoint analysis approach. European journal of marketing, 2007. ##
[38] N. D. Steenis, E. Vanherpen, I.  A. Vnderlans, T. N.  Ligthart, and H. C. Triip, Consumer response to packaging design: The role of packaging materials and graphics in sustainability perceptions and product evaluations,” Journal of Cleaner Production, vol. 162, pp. 286-298, 2017.##
[39] B. Sung, R. Crawford, M. Teah, M. Stankovic, and I. Phau, “The “timber box” effect for premium wines,” Journal of Retailing and Consumer Services, vol. 54, pp. 102-034, 2020.##
[40] A.  R.  Raheem, P. Vishnu, and A. Ahmed, “Impact of Product Packaging on Consumer’s Buying Behavior,” European Journal of Scientific Research, vol. 122, pp. 125-134, 2014.##
[41] F. Rahimnia, S. S. Alavi, and M. Najafi Siahroodi, “An Investigation of the Effect of Packaging Characteristics (Visual and Functional) on Food Purchasing Behaviors: Moderating Role of Customer Demography,” Journal of Business Management, vol. 4, pp. 65-82, 2012, (In Persian).##
[42] A. Sahafzadeh, F. Mansoorimoayed, S. Khodadadhoseini, and A. Kordnaeu, “The impact of packaging dimensions on customer satisfaction and involvement with emphasis on the mediating role of attitudes towards packaging,” Iranian journal of food science and technology, [online] vol. 13, pp. 109-122, 2017, (In Persian). ##
[43] M. Soltani, S. M. B. Jafari, and S. S. Majidi, “Identifying the elements of consumer buying decision and the impact of intellectual involvement on them (The case of Qom Sohan Industry),” Iranian journal of food science and technology,
vol. 14, no. 72, pp. 243-257, 2013, (In Persian).##
[44] N. TiakanLahiji, and M. haghighinasab, “Auto-Hull insurance market segmentation in one of the biggest insurance Company in Iran,” Iranian journal of Insurance Research, vol. 35, pp. 93-122, 2020, (In Persian).##
[45] H.  Williams, A. Lindstrom, J. Trischler, F.  Wikstorm, and Z.  Rowe, “Avoiding food becoming waste in households–The role of packaging in consumers’ practices across different food categories,” Journal of Cleaner Production, 2020.##
[46] S. H. Yang, A. A. Suhandoko, and D. Chen, “Impact of Nutritional Information on Consumers’ Willingness to Pay for Meat Products in Traditional Wet Markets of Taiwan. Foods,”
 vol. 9, p. 1086, 2018.##
Volume 12, Issue 46
November 2021
Pages 53-63
  • Receive Date: 28 July 2021
  • Revise Date: 08 September 2021
  • Accept Date: 18 October 2021
  • Publish Date: 23 August 2021