Content Analysis of Product Packaging Design Elements of Nuts and Dried Fruits, and Study of Its Relationship with Customers' Purchasing Decisions (Case Study: Narmak Nuts and Dried Fruits)

Document Type : Original Article

Authors

1 M.Sc in strategic management, Imam Reza International University, Mashhad, Iran

2 Management Department, Imam Reza International University, Mashhad, Iran

3 M.Sc in International Management, Neyshabour Azad University, Neyshbour, Iran

Abstract

In today's competitive world with different types of goods, the packaging and appearance of the product can attract the customer's attention and create a special impression on buyers in order to successfully sell any product.The purpose of this study is the content analysis of the structural, graphical and informational elements of product packaging of nuts and dried fruits of Narmak brand and study its relationship with customers' purchasing decision, considering the role and importance of packaging in consumer buying behavior. The method of this study is descriptive survey research. The population of this study is 150 sales representatives of nuts and Dried Fruits of Narmak brand in eight provinces of Iran. In order to collect data, a questionnaire tool was used. The validity of the questionnaire was calculated using face validity and its reliability was calculated using Cronbach's alpha. Then, the data analysis was done using SPSS software and logistic regression. The results show that graphical elements of product packaging have a significant impact on purchasing decisions to buy Narmak brand products and structural elements of product packaging have the least effect.

Keywords

Main Subjects


  • Ahmadi, N. Emami, and R. Ahmadi, "Studying of Active Packaging Indicators in Food Industry", in Second International Conference on New Research Achievements in Chemistry & Chemical Engineering, Tehran. 2016 (in Persian)
  • Khuong, M. and My Hong, T., The impact of product packaging design on consumer repurchase intention — a study of vinamilk, vietnam. International journal of innovation, management and technology, pp.219-223. 2016.
  • Septiana Wulansari, A., Food product packaging design as marketing tools in purchase decision. Journal of management and leadership, 2(2), pp.19-30, 2019.
  • Suzianti, A., Rengkung, S., Nurtjahyo, B. and Al Rasyid, H., An analysis of cognitive˗based design of yogurt product packaging. International journal of technology, 6(4), p.659, 2015.
  • Zarei, H. Vazifehdoost, and V. Mirabi, "Identifying and Studying The Factors Affecting Creativity in Packaging Design and Sales of Food Products ", Journal of Packaging Science and Art, vol. 32, pp. 38-49. 2018 (in Persian)
  • Steenis, N., Van Herpen, E., Van Der Lans, I., Ligthart, T. and Van Trijp, H., Consumer response to packaging design: the role of packaging materials and graphics in sustainability perceptions and product evaluations. Journal of cleaner production, 162, pp.286-298, 2017.
  • Khodabakhshi and A. Sadeghi, "Studying The Effect of Packaging Dimension and Design on Purchase Intention and Customer Satisfaction", Journal of Packaging Science and Art, vol. 20, pp. 30-41, 2017., (in Persian)
  • Pirouz Pack Company, "Packaging of Dried Fruits and the Need to Supply the Product in Packaging", pirouzpack.ir, Isfahan, [Online], 2019. Available: https://pirouzpack.ir. (in Persian)
  • Kaymanesh, "The Role and Importance of Packaging in Export Development", Trade Promotion Organization of Iran, 2011. (in Persian)
  • Magnier & D. Crié, Communicating packaging eco-friendliness: An exploration of consumers' perceptions of eco-designed packaging. International Journal of Retail & Distribution Management, 43(4/5), 350-366, 2015.
  • Magnier, L., Schoormans, J., & Mugge, R. Judging a product by its cover: Packaging sustainability and perceptions of quality in food products. Food Quality and Preference, 53, 132-142, 2016.
  • Chrysochou, P. and Festila, A., A content analysis of organic product package designs. Journal of consumer marketing, 36(4), pp.441-448, 2019.
  • Riccardo Accorsi, R., A support-design procedure for sustainable food product-packaging systems. In: r. Accorsi, ed., sustainable food supply chains. [online] bologna, italy: department of industrial engineering, alma mater studiorum—university of bologna, bologna, italy. 2011. Available at: <https://doi.org/10.1016/b978-0-12-813411-5.00005-3> [accessed 16 may 2019].
  • Beneke, J., Mathews, O., Munthree, T. and Pillay, k., The role of package colour in influencing purchase intent of bottled water. Journal of research in marketing and entrepreneurship, 17(2), pp.165-192, 2015.
  • Liao, L.X., Corsi, A.M., Chrysochou, P. and Lockshin, L. “Emotional responses towards food packaging: a joint application of self-report and physiological measures of emotion”, Food Quality and Preference, vol. 42, pp. 48-55, 2015.
  • R. Klimchuk and S. A. Krasovec, Packaging Design: Successful Product Branding from Concept to Shelf, John Wiley & Sons, Hoboken, NJ. , 2012.
  • Cherico, C., Geometry and the design of product packaging. The mathematics teacher, 105(3), pp.194-199. 2011.
  • Shah Sabeehullah., Adnan Ahmad & Nawaz Ahmad, Role of Packaging in Consumer Buying Behavior: A Study of University Students of Peshawar Region KPK Pakistan. 2013.
  • Mahdieh and Ch. Soleimani, “The Relationship Between Packaging Information and Consumer Purchasing Behavior", Consumer Behavior Studies Journal,” vol. 1, pp. 81-99. 2018 (In Persian)
  • Kotler P., Keller KL. Marketing Management, New Jersy: Prentice Hall International. 2006.
  • Aghazadeh, M. Haghighi and A. Ebrahimi, "Studying The Effect of Visual and Informational Elements of Packaging on The Purchase Decision", Business Management perspective, vol. 7, pp. 111-135. 2011. (in Persian)
  • t. Wang, E., The influence of visual packaging design on perceived food product quality, value, and brand preference. International journal of retail & distribution management, 41(10), pp.805-816, 2013.
  • Thackston, K., Galvarino, J., Ouzts, A. and Pham, A., Consumer purchasing based on packaging structural design/product visual display in a retail environment. Clemson, sc, usa., 2011.
  • Rahbari, M. Davoodi, and M. Haghzadeh, "Food Packaging Design Features", Journal of Packaging Science and Art, vol. 20, pp. 40-47, 2014., (in Persian)
  • Bahrainizad, M. and Rajabi, A., Consumers’ perception of usability of product packaging and impulse buying. Journal of islamic marketing, 9(2), pp. 262-282, 2018.
  • Gatti, E., Bordegoni, M. and Spence, C., Investigating the influence of colour, weight, and fragrance intensity on the perception of liquid bath soap: an experimental study. Food quality and preference, 31, pp. 56-64, 2014.
  • International Review of Basic Applied Scince, vol. 1, Issue 2. July 2013.
  • Kampfer, K., Leischnig, A., Ivens, B. and Spence, C., Touch-flavor transference: assessing the effect of packaging weight on gustatory evaluations, desire for food and beverages, and willingness to pay. Plos one, 12(10), p.e0186121, 2017.
  • Lin, R., Contact lenses-innovative product and visual packaging design. Iosr journal of electronics and communication engineering (iosr-jece) e-issn: 2278-2834, p- issn: 2278-8735, 11(3), pp.111-115, 2016.
  • Stiri, "Studying The Relationship Between Packaging and Consumer Behavior of Food Products", M.S. thesis, department, Tehran University, Tehran, 2007. (in Persian)
  • Macedo, I., Sousa-Gallagher, M., Oliveira, J. and Byrne, E., Quality by design for packaging of granola breakfast product. Food control, 29(2), pp.438-443, 2013.
  • Magnier, L. and Schoormans, J. “Consumer reactions to sustainable packaging: the interplay of visual appearance, verbal claim and environmental concern”, Journal of Environmental Psychology, vol. 44, pp. 53-62, 2015.
  • Nancarrow, C., Tiu Wright, L., Brace, I. Gaining Competitive Advantage from Packaging and Labeling in Marketing Communications, British Food Journal, 100 (2): 110-118, 1998.
  • Nora, Z., The impact of packaging colour on children’s brand name memorization (7-12 years old). International journal of retail & distribution management, 42(11/12), pp. 1053-1068. 2014.

 

  • Rettie, R., Brewer, C. The verbal and visual components of package design, Journal of Product & Brand Management, 9 (1), pp. 56-70, 2000.
  • Ribeiro, A., Carneiro, J., De Melo Ramos, T., Patterson, L. and Pinto, S., Determining how packaging and labeling of requeijão cheese affects the purchase behavior of consumers of different age groups. British food journal, 120(6), pp.1183-1194, 2018.
  • Rodrigues, A., Pereira, L., Sarantópoulos, C., Bolini, H., Cunha, R., Junqueira, V. and Hubinger, M., Impact of modified atmosphere packaging on the osmodehydrated papaya stability. Journal of food processing and preservation, 30(5), pp.563-581, 2006.
  • Sra, S., Sandhu, K. and Ahluwalia, P., Effect of treatments and packaging on the quality of dried carrot slices during storage. Journal of food science and technology, 51(4), pp. 645-654, 2011.
  • Van Rompay, T., Deterink, F. and Fenko, A., Healthy package, healthy product? Effects of packaging design as a function of purchase setting. Food quality and preference, 53, pp.84-89, 2016.
  • Vasileiadis, T., Tzotzis, A., Tzetzis, D. and Kyratsis, P., Combining product and packaging design for increased added value and customer satisfaction. Journal of graphic engineering and design, 10(2), pp.5-15, 2019.
  • Vila-López, N. and Küster-Boluda, I., Packing decision for low fat aliments: a review. Nutrition & food science, 44(3), pp. 212-222, 2014.
  • Wan-Mohtar, W., Klaus, A., Cheng, A., Salis, S. and Abdul Halim-Lim, S., Total quality index of commercial oyster mushroom pleurotus sapidus in modified atmosphere packaging. British food journal, 121(8), pp.1871-1883, 2019.
  • Yeying, P., Studies on design evaluation of product packaging availability based on analysis of eye movements. In: international conference on education technology and management science (icetms 2013). Hunan, r.p. China: atlantis press, p.3, 2013.