Examining the Impact of Product Packaging Attributes on Customers’ Impulse Buying Behavior in Chain Stores (Case Study: Shahrvand Stores in Tehran)

Document Type : Original Article

Authors

1 Faculty of business management, College of management,University of Tehran, Tehran, Iran

2 Associate Professor, Faculty of Business Management, University of Tehran, Tehran, Iran.

Abstract

Marketing frequently involves rapid communication channels, such as viewing a television advertisement, passing by a street billboard, or observing product packaging in a supermarket. Consequently, any factor that influences the success or failure of communication in today’s highly communicative society is of significant importance. Among these factors, the visual and informational attributes of a product and its packaging play a critical role in attracting a large customer base to a store, which constitutes the primary objective of this study. The research methodology employed in this study is descriptive-correlational, utilizing structural equation modeling (SEM) as the analytical technique. Standardized questionnaires were used to measure the variables, and their validity and reliability were confirmed. The study population consisted of customers from the Shahrvand chain store, with a sample size of 225 determined using Cochran’s formula through a multi-stage cluster sampling approach. To account for potential non-responses, 250 questionnaires were distributed, and ultimately, 225 valid questionnaires were analyzed. Structural equation modeling was conducted using LISREL 88/8 software to test the hypotheses and analyze the data. The findings of the study demonstrate a positive impact of product packaging characteristics, including graphical and informational elements, on impulse buying behavior. Furthermore, the subsidiary hypotheses of the research were supported.

Keywords

Main Subjects

Smiley face

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Packaging Science and Art
Volume 16, Issue 61 - Serial Number 61
Serial number 61, spring 2025
July 2025
Pages 39-50

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History

  • Receive Date: 16 April 2025
  • Revise Date: 11 May 2025
  • Accept Date: 18 May 2025
  • Publish Date: 20 June 2025

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