Volume 7, Issue 1, March 2018, Page: 27-33
Economic Assessment of the Impact of Packaging Design on Consumption
Bassam Charif Hamdar, Department of Economics, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Abeer Khalil, Department of Finance, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Mohamad Bissani, Department of Finance, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Natalie Kalaydjian, Department of Business Administration, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Received: May 9, 2018;       Accepted: May 24, 2018;       Published: Jun. 11, 2018
DOI: 10.11648/j.eco.20180701.15      View  756      Downloads  69
Abstract
Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.
Keywords
Consumption, Packaging Design, Buying Behavior, Consumer Response
To cite this article
Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian, Economic Assessment of the Impact of Packaging Design on Consumption, Economics. Vol. 7, No. 1, 2018, pp. 27-33. doi: 10.11648/j.eco.20180701.15
Copyright
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Reference
[1]
Alvarez, A. & Casielles, R. V. (2005), ‘Consumer evaluation of sales promotion: The effect on brand choice’, European Journal of Marketing 39(1/2), 54–70.
[2]
Ahmed, Rizwan and Ahmad, Nawaz and Vishnu, Parmar and Khoso, Imamuddin, Role of Packaging and Labeling on Pakistani Consumers Purchase Decision (June 16, 2014). European Scientific Journal, June 2014 ed, Vol. 10, No. 16, EISSN 1857-7431.
[3]
Keller, K. L., (2009). Choosing Brand Elements to build Brand Equity. Strategic Brand Management. 3rd ed. Delhi: Dorling Kindersley. Pp. 187-96.
[4]
Rundh, B., (2005). The multi-faceted dimension of packaging. British Food Journal, 107 (9), 670-684.
[5]
Wells, L. E., Farley, H., & Armstrong, G. A., (2007). The importance of packaging design for own-label food brands. International Journal of Retail & Distribution Management, 35 (9), 677-690.
[6]
Silayoi, P., & Speece, M., (2007). The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing, 41 (11/12), 1495-1517.
[7]
Gojko Vladić, Milica Kecman, Nemanja Kašiković1, Magdolna Pál, Mladen Stančić, (2015) Journal of Graphic Engineering and Design, Volume 6 (2).
[8]
Charles W. L, Joe F. H, Carl M., (2011). Essentials of Marketing: A Marketing Strategy Planning Approach, Cengage Learning.
[9]
Schoormans, J. P. L. and Robben H. S. J. (1997): The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, Volume 18, Issues 2–3, pp. 271–287.
[10]
Deliya, M. M. & Parmar, B. J. (2012), ‘Role of packaging on consumer buying behavior: Patan District’, Global Journal of Management and Business Research, Vol. 12 (10), ISSN: 122–137.
[11]
Kuvykaite, R., Dovaliene, A., and Navickiene, L. (2009). Impact of Packaging Elements on Consumers’ Purchase Decision,  Kauno Technologijos Universitetas (KTU).
[12]
Underwood, R. L., Klein, N. M., & Burke, R. R., (2001). Packaging communication: attentional effects of product imagery. Journal of Product & Brand Management, 10 (7), 403-422.
[13]
Silayoi, P., and Speece, M. (2004). "Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure", British Food Journal, Vol. 106 Issue: 8, pp. 607-628.
[14]
Kotler, P. and Keller, K., (2006). Marketing Management (14th edition). London: Pearson Education.
[15]
Singh, S. (2006). “Impact of Color on Marketing” Management Decision VOL44. Issue: 6, pp. 783-789.
[16]
Behzad M. (2014). “The art of packaging: An investigation into the role of color in packaging, marketing, and branding”, International Journal of Organizational Leadership pp. 92-102.
[17]
Baik S. (2011). “Package design management in SMEs”,. Diversity and Management, pp: 1-6.
[18]
Saeed, R., Lodhi, R. N., Rauf, A., Rana, M. I., Mahmood, Z., and Ahmed, N. (2013). Impact of Labelling on Customer Buying Behavior in Sahiwal, Pakistan, World Applied Sciences Journal, Vol: 24 (9), ISSN: 1250-1254.
[19]
Spink, A., Heinström, J. (2011), Information Behavior Development in Early Childhood, in Amanda Spink, Jannica Heinström (ed.) New Directions in Information Behaviour (Library and Information Science, Volume 1) Emerald Group Publishing Limited, pp. 245 – 256.
[20]
Smith, P. R. & Taylor, J., (2004). Packaging in Marketing Communications. London: Kogan Page Limited. pp. 543- 74.
[21]
Ahmed, R. R., Parmar, V. and Amin, M. A. (2014). European Journal of Scientific, 120 (2): 145-157.
[22]
Esmaeilpour, Majid and Rajabi, Azade (2016) "The Effect of Environment-Friendly Attitude on Consumer Perception of Usability of Product Packaging," Journal of Applied Packaging Research: Vol. 8: No. 2, Article 6.
[23]
Solja, E., Liljander, V. and Soderlund, M. (2018). Short Brand Stories on Packaging: An Examination of Consumer Responses. Psychology and Marketing. Volume 35, Issue 4, pp. 294-306.
Browse journals by subject