Abstract/Description
This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, Linking Packaging to Marketing: how packaging is influencing the marketing strategy, 2013). Therefore it is important for firms, marketers and packaging designers to know how packaging influences consumers’ purchase decision. In order to know the impact of packaging on consumers the study was carried out to find the relationship between packaging elements and consumer buying behaviour. The packaging elements were further divided into visual elements and verbal elements. Visual elements included packaging colour, packaging design, packaging material, packaging size and packaging graphics. Verbal elements included nutritional information, product information and country-of-origin. In this study packaging elements are independent variables and consumer buying behaviour is the dependent variable. Five-points itemized Likert rating type scale has been used in this research ranging from (1) strongly disagree to (5) strongly agree. Convenience sampling has been used as a sampling method and the sample size for this research was 384. Pearson correlation, multiple regressions and ANOVA has been used for analyzing the data. This study was limited to Karachi only and the data has been collected from main areas of the city including Defence, PECHS, Gulshan-e-Iqbal, Gulistan-e-Jauhar Malir and North Nazimabad. The findings of the research have revealed that there is a positive correlation between packaging cap (r = 0.003), rectangular packaging design (r = .062), and convenience in handling (r = 0.064) and consumer buying behaviour in packaging design. However, there is a negative correlation between easy-to-tear pouch packaging (r = -.057) and consumer buying behaviour. In packaging material Tetrapak (r = .084) and glass bottles (r = .012) are positively correlated with consumer buying behavior and plastic bottles (r = -.067) are negatively correlated. In packaging colour brand recognition through colour (r = .020), association of green colour with packaged milk (r = .019), association of blue colour with packaged milk (r = .011) and association of red colour with packaged milk (r = .062) are positively correlated with consumer buying behavior. Packaging size of 1.5 liters (r = .044), packaging size of 1 liters (r = .100) packaging size of 500 ml (r = .006) and availability of packaged milk in all sizes (r = .026) are positively correlated with consumer buying behavior. However, packaging size of 250 ml (r = -.044) in is negatively correlated with consumer buying behavior. In packaging graphics font style (r = .263) and good packaging graphics (r = .219) shows a positive correlation with consumer buying behavior, which is significant. Varieties of milk (r = -.070) has a negative correlation with consumer buying behavior in product information variable, however, expiry date mentioned on the product (r = .033) and manufacturer’s name (r = .231) are positively correlated. Nutritional information (r = .655) is highly correlated with consumer buying behavior, which is significant. Country of origin (r = .619), is also highly correlated with consumer buying behavior, which is significant. This research was limited to the household consumers only. It does not include shop owners, who use packaged milk for commercial purposes. Moreover, this research is restricted to the buyers and consumers of packaged milk in Karachi only. In addition, study of new or improved packaging is not included and only packaging elements of packaged milk are studied. Packaging of other dairy products is also not included in this research.
Location
Seminar Room, S5 2nd Floor, CED Bldg
Session Theme
Session 3: Parallel Sessions
Session Type
Event
Session Chair
Dr. Zeenat Ismail
Start Date
3-5-2014 2:30 PM
End Date
3-5-2014 5:00 PM
Recommended Citation
Adam, M. A., & Ali, K. (2014). Parallel Sessions (Consumer Behavior): Impact of packaging elements of packaged milk on consumer buying behaviour. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2014/day1/18
Included in
Parallel Sessions (Consumer Behavior): Impact of packaging elements of packaged milk on consumer buying behaviour
Seminar Room, S5 2nd Floor, CED Bldg
This research paper examines the impact of packaging elements on consumer buying behaviour. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, Linking Packaging to Marketing: how packaging is influencing the marketing strategy, 2013). Therefore it is important for firms, marketers and packaging designers to know how packaging influences consumers’ purchase decision. In order to know the impact of packaging on consumers the study was carried out to find the relationship between packaging elements and consumer buying behaviour. The packaging elements were further divided into visual elements and verbal elements. Visual elements included packaging colour, packaging design, packaging material, packaging size and packaging graphics. Verbal elements included nutritional information, product information and country-of-origin. In this study packaging elements are independent variables and consumer buying behaviour is the dependent variable. Five-points itemized Likert rating type scale has been used in this research ranging from (1) strongly disagree to (5) strongly agree. Convenience sampling has been used as a sampling method and the sample size for this research was 384. Pearson correlation, multiple regressions and ANOVA has been used for analyzing the data. This study was limited to Karachi only and the data has been collected from main areas of the city including Defence, PECHS, Gulshan-e-Iqbal, Gulistan-e-Jauhar Malir and North Nazimabad. The findings of the research have revealed that there is a positive correlation between packaging cap (r = 0.003), rectangular packaging design (r = .062), and convenience in handling (r = 0.064) and consumer buying behaviour in packaging design. However, there is a negative correlation between easy-to-tear pouch packaging (r = -.057) and consumer buying behaviour. In packaging material Tetrapak (r = .084) and glass bottles (r = .012) are positively correlated with consumer buying behavior and plastic bottles (r = -.067) are negatively correlated. In packaging colour brand recognition through colour (r = .020), association of green colour with packaged milk (r = .019), association of blue colour with packaged milk (r = .011) and association of red colour with packaged milk (r = .062) are positively correlated with consumer buying behavior. Packaging size of 1.5 liters (r = .044), packaging size of 1 liters (r = .100) packaging size of 500 ml (r = .006) and availability of packaged milk in all sizes (r = .026) are positively correlated with consumer buying behavior. However, packaging size of 250 ml (r = -.044) in is negatively correlated with consumer buying behavior. In packaging graphics font style (r = .263) and good packaging graphics (r = .219) shows a positive correlation with consumer buying behavior, which is significant. Varieties of milk (r = -.070) has a negative correlation with consumer buying behavior in product information variable, however, expiry date mentioned on the product (r = .033) and manufacturer’s name (r = .231) are positively correlated. Nutritional information (r = .655) is highly correlated with consumer buying behavior, which is significant. Country of origin (r = .619), is also highly correlated with consumer buying behavior, which is significant. This research was limited to the household consumers only. It does not include shop owners, who use packaged milk for commercial purposes. Moreover, this research is restricted to the buyers and consumers of packaged milk in Karachi only. In addition, study of new or improved packaging is not included and only packaging elements of packaged milk are studied. Packaging of other dairy products is also not included in this research.
