Analysis of the Effective Elements of Packaging on the Willingness to Buy Food Products

Document Type : Original Article

Authors

1 Tarbiat Modares university

2 Markazi Agricultural and Natural Resources Research and Education center, AREEO, Arak, Iran. Assistant Professor of Saravan Higher Education Complex, Saravan. Iran.

3 Agricultural Research, Education & Extension Organization (AREEO), Assistant professor of Agricultural and Natural Resources Research and Education Center of Markazi province, Arak. Iran

Abstract

In today's competitive world with different types of products, the success of each product in sales, requires that the packaging and appearance of the product be capable of establishing an effective relationship with buyers, providing the basis for influencing the customer's opinion. Considering the role and importance of packaging in consumer purchase behavior, the purpose of this research is to investigate and analyze the effective elements of packaging on customer willingness to buy food products. The type of research is applied in terms of purpose and descriptive (non-experimental) in terms of the nature of the work method. The statistical population of this research is the population of packaged food products consumers, who shop at Arak chain stores. According to the table of Karjesi and Morgan, the number of statistical samples were determined to be 364 and these people were selected by a simple random sampling method. The data collection tool was a standard and structured questionnaire, whose content and face validity were confirmed using the opinion of specialists and experts, and its reliability was confirmed by using the Cronbach's alpha coefficient. The findings show that the packaging elements affecting the willingness to buy food products in descending order, are packaging color, packaging design and packaging size. In total, these factors are able to explain 73% of the total variance of the dependent variable. It can be said that food packaging is effective in increasing sales. The results of this research shows that the companies that have detailed and thoughtful planning in the field of food products production and packaging can achieve better performance among competitors through gaining a competitive advantage in the long run. This competitive advantage leads to increased sales over time.

Keywords

Main Subjects

References

  • Molaei, “Study of the effect of packaging on the export of Iranian industrial products during the years 1994 to 2011,” J. Mark. Manag., vol. 2, 103-116, 2014. (In Persian).
  • Rahimnia, S. M. Alavi & M. Najafi Siahroudi, “Investigation the consumer needs of food packaging using Kani model,” Rev. Bus., vol. 67,1-15, 2014. (In Persian).
  • Khosroshahi, N. Jafarnia & M. A. Hesarinejad, “Investigating the effect of packaging on sales of packaged food products,” Food Sci. Technol., vol. 16, No. 91, 2019.
  • , Deliya & M. B. J. Parmar, “Role of Packaging on Consumer Buying Behavior-Patan District,” Glob. J. manag. bus. res, vol. 12, No. 10, 48-67, 2012.
  • M. Abdalkrim & S. B. Abdulaziz, “The Role of Packaging in Consumer's Perception of Product Quality at the Point of Purchase,” Eur. J. Manag. Bus. Econ., vol. 2, 2013.
  • B. Samadi Hajipour & H. Farsizadeh, “Inadequacy in service delivery, service revitalization strategies and their impact on consumer behavior,” J. Busi. Manag., vol. 1, No. 1, 71-86, 2009. (In Persian).
  • Chernev, “Strategic Marketing Management,” Published by Cerebellum Press | Chicago, IL | USA., 2019.
  • Metcalf, J. S. Hess, J. E. Danes & J. Singh, “A mixed-methods approach for designing market-driven packaging,” Qual. Mark. Res., vol. 15, No. 3, 268-289, 2012.
  • M. Alavi, “Investigating the effect of Porter differentiation strategy on organizational performance through packaging of goods in Astan Quds Razavi food companies,” Master Thesis, Ferdowsi University of Mashhad, 2008. (In Persian).
  • Tajeddin, “Packaging of agricultural products is a strategy to reduce their waste,” J. Str. Res. in., 2019. (In Persian).
  • M. Manalili, M. A. Dorado & R. Van Otterdijk, “Appropriate food packaging solutions for developing countries, study conducted for the international congress save food,” food and agriculture organization of the united nations, Rome. 2014.
  • R. Klimchuck & S. A. Krasovec, “Packaging design: successful product branding from concept to shelf (2th edition),” John and Wiley and Sons, 2012.
  • Pourdarbani, “Evaluation of the role of packaging and marking in improving the marketing and export of Iranian dates,” Packag. Technol. Sci., vol. 7, No. 28, 42-53, 2016.
  • Seifullah, “Investigating the components of agricultural product packaging on the consumer's purchase intention,” Iran. J. of Agri. Eco. Deve. Res., vol. 2-52, No. 3, 539-525, 2021. (In Persian).
  • K. Agariya, A. Johari, H. K. Sharma & U. N. Chandraul & D. Singh, “The role of packaging in brand communication,” Int. j. sci. eng., vol. 3, No. 2,1-13, 2012.
  • Ahmadi Jozani, M. Javanmard & M. Iraqi, “Evaluation of the effect of cinnamon extract on active packing to improve the shelf life of Strawberries,” Packag. Technol. Sci., vol. 6, No, 23, 17-28, 2015. (In Persian).
  • B. Akpoyomare, L. P. K. Adeosun, & R. A. Ganiyu, “The influence of product attributes on consumer purchase decision in the Nigerian food and beverages industry: A study of Lagos Metropolis,” American Journal of Business and Management”, vol. 1, No. 4, 2012.
  • Ampuero & N. Vila, “Consumer perceptions of product packaging,” J Consum Mark, vol. 23, No, 2, 100-112, 2006.
  • Asadollahi & M. Givee, “The Role of Graphic Design in Packaging and Sales of Product in Iran,” J. contemp. mark. sci., vol. 1, No. 5, 30- 34. 2011.
  • Coles & M. J. Kirwan, “Food and beverage packaging technology. Hoboken,” NJ: Wiley-Blackwell. (Eds.), 2011.
  • Deng, “Consumer response to visual aspects of packaging and product design. University of Pennsylvania, Ph.D. Dissertation,” Publication: Dissertations from ProQuest, 2009.
  • Ebrahimi, S. M. Alavi & M. Najafi Siahroudi, “Investigate the effect of the aesthetic aspect of the packaging, the intention to buy the product and the preference of the packaging,” J Mark Res, vol. 5. No. 2-17, 184-163, 2015.
  • Fatehi, “the effect of influencing the packaging features on purchasing decisions of consumers (a product sauce),” Al-Zahra University, Faculty of Social and Economic Sciences, specialty dissertations, 2007. (In Persian).
  • Firoozian, T. HassanGholipour & Estiri, M. “Investigating the effect of packaging factors on different processes of food consumers' behavior,” Busi Manag Quarterly J, vol. 1, No. 3, 146-125, 2009. (In Persian).
  • J. Garber, E. M. Hyatt & U. O. Boya, “The Effect of Package Shape on Apparent Volume: An Exploratory Study with Implications for Package Design,” J. Mark. Theory Pract., vol. 17, No. 3, 215-234, 2009.
  • Ghoshal, P. Boatwright & J. Cagan, “Unwrapping the Good News: Packaging Pays, and "How"! The role of packaging in influencing product valuation,” Adv Consum Res, VIII, 254-256, 2009.
  • P. Grossman & J. Z. Wisenblit, “What we know about consumers’ color choices,” J. Mark. Pra. App. Mark. Sci., vol. 5, No. 3, 78-88, 1999.
  • Hagh Gooyandeh, “Identify and rank the factors influencing customers' purchasing behavior of packaged food products,” Payam Noor University of Tehran, Faculty of Management, Master thesis, 2012. (In Persian).
  • Haji Rezaei, “The effect of packaging on consumer purchasing decision (Case Study: Food industry Yazd),” Payam Noor University Alborz Province, School of Social and Economic Sciences, Master thesis, 2011. (In Persian).
  • Hamedani & G. Mojaradi, “Examining the role of agricultural extension and educational activities related to packaging and storage of raisins (case study: Takistan province),” Science and technology, vol. 8, No. 30, 18-27, 2017. (In Persian).
  • Ismailpour, P. Ghaffari, A. H. Matinorad, “The role of packaging on purchasing decisions (Case study: Food packaging),” J. Bus. Entrepreneurship, vol. 51, 56-53, 2010.
  • Karimi, H. Mehri Iraei & M. Dehghani, “The migration of aluminium microstructures from polygonal packages into orange juice,” Packag. Technol. Sci., vol. 3, No. 9, 46-55, 2012. (In Persian).
  • Kauppinen-Räisänen & H. T. Luomala, “Exploring consumers’ product-specific c color meanings,” Qual. Mark. Res., vol. 13, No. 3, 287-308, 2010.
  • L. Keller, “Strategic brand management: Building, measuring and managing brand equity, 2nd ed.,” Englewood Cliffs, NJ: Prentice-Hall, 321-327, 2003.
  • Khosravi & M. Nouraei, “The role of graphics in packaging,” Int. J. print. packaging allied sci., vol. 34, 2011.
  • Khudabakhshi Sourshajani & A. Ebrahimi, “The effect of food packaging plan on consumer buying behavior,” Packag. Technol. Sci., No. 29, 2016.
  • Kotler & G. Amstrong, “Principle of Marketing, Global Edition Pearson,” 18th Global Edition, 2020.
  • L. Lifu, “An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria,” Asian J. Bus. Manag., vol. 4, No. 2, 186-191, 2012.
  • Lupton, “Thinking with type: A critical guide for designers, writers, editors, and students,” Princeton: Princet on Architectural Press. 2004.
  • J. Madden, K. Hewett & M. S. Roth, “Managing images in different cultures: A cross-national study of color meanings and preferences,” J. Int. Mark., vol. 8, No. 4, 90-107, 2000.
  • Mahdaviyanpour, M. Asna Ashari & N. Sedaghat, “New ways to pack fruits and vegetables,” packaging science and technology, vol. 4, No. 13, 30-43, 2013. (In Persian).
  • Marshall, M. Stuart & R. Bell, “Examining the relationship between product package color and Design on Product Attention, Categorization and Evaluation,” J. Econ. Psychol., vol. 18, No. 2-3, 271-287, 2006.
  • Mokhtarian, F. Kushki, H. Shahababadi & Sh. Rashidzadeh, “The physical and chemical characteristics of tomato powder influenced by the type of packaging during the warehouse,” Packag. Technol. Sci., vol. 2, No. 8, 62-71, 2011. (In Persian).
  • R. Moskowitz, M. Reisner, J. B. Lawlor & R. Deliza, “Packaging research in food production design and development,” Hong Kong: John Wiley & Sons, Ltd, 2009.
  • E. Ogba & R. Johnson, “How- packaging affects the product preferences of children and the buyer behavior of their parents in the food industry,” Young consumers, 11 (1), 77-89, 2010.
  • Pantin-Sohier, “The Influence of the Product Package on Functional and Symbolic Associations of Brand Image. Ech,” Appl. Mark., vol. 24, No. 2, 53-71. 2009.
  • Pujiyanto, “The symbolic aesthetic of packaging design,” Cent. Asian J. Soc. Sci. humanit., vol. 2, No. 4, 74-85, 2013.
  • A. Quazi, “Managerial Views of Consumerism: A two country Comparison,” Eur. J. Mark., vol. 36, No. 1/2, 36-50, 2008.
  • Raghubir & A. Krishna, “Vital dimensions in volume perception. Can the eye fool the stomach?” J. Mark., vol. 36, No, 3, 313-326,1999.
  • R. Raheem, P. Vishnu, & M., A. Ahmed, “Impact of 41. Product packaging on consumer’s buying behavior,” Eur. J. Res., vol. 122, No. 2, 125-134, 2014.
  • Rahnama, A. H. Karamad, Z. Rahnamay & M. Mahmoudi, “Identifying the audience visual taste according to the social class (case study: tea packaging),” Packag. Technol. Sci., vol. 6, No. 21, 22-30, 2015. (In Persian).
  • Saghaeian, “The impact of the ethical dimensions of food packaging on consumer purchasing decision,” Al-Zahra University, Faculty of Social and Economic Sciences, Master's thesis, 2013. (In Persian).
  • Sahhafzadeh, “Survey of customer satisfaction and mental conflicts buying them considering the size of packaging and customer attitudes,” Master's thesis Tarbiat Modarres University, Faculty of Management and Economics, 2014. (In Persian).
  • Sehrawet & S. C. Kundu, “Buying Behavior of Rural and Urban Consumers in India: The Impact of Packaging,” International Int. J. Consume. Stud., vol. 31, No. 6, 630-638, 2007.
  • Silayoi & M. Speece, “The importance of packaging attributes: a conjoint analysis approach,” Eur. J. Mark., vol. 41. No. 11/12, 1495-1517, 2007.
  • Sing, “Impact of color on marketing,” Manag. Decis., vol. 44, No. 6, 783-789, 2006.
  • Southgate, “Total branding – how to make your brand’s packaging more effective,” London: Kogan page, 1994.
  • L. Underwood, “The communicative power of product packaging: creating brand identity via lived and mediated experience Mark,” Theory Pract., vol. 11, No. 1, 62-76, 2003.
  • Yaghubi, A. Kordnaeij & M. Aghaei, “The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’s Purchase Intention to Buy by Considering the Mediating Role of Customer’s Effect and Cognition (Case Study: Chocolate Industry),” Packaging, vol. 11, No. 42, 54-67, 2020. (In Persian).
  • Zand, “Effects of packaging color on food sales,” Master Thesis, Islamic Azad University, Varamin Branch, 2007. (In Persian).
  • Zolli, “Why design matters more,” Am. Demogr., vol. 26, 52−55, 2004.
Packaging Science and Art
Volume 13, Issue 51 - Serial Number 51
Serial number 51. autumn 2022
February 2023
Pages 13-20

Files

History

  • Receive Date: 13 April 2022
  • Revise Date: 02 December 2022
  • Accept Date: 26 December 2022
  • Publish Date: 21 January 2023

Share

How to cite

Statistics