Product Packaging Influences Buying
Packaging and purchase decisions
An exploratory study on the impact of involvement level and time pressure
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Pinya Silayoi, Mark Speece
|The Authors |
Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand
Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand
|Abstract |
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of consumer response to packaging elements.
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Article type: Literature review, Survey.
Keywords: Food packaging, Design, Consumer behaviour.
Content Indicators: Research Implications** Practice Implications** Originality* Readability**
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British Food Journal
Volume 106 Number 8 2004 pp. 607-628
Copyright © MCB University Press ISSN 0007-070x
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Introduction: packaging at the point of sale
Packaging seems to be one of the most important factors in purchase decisions
An exploratory study on the impact of involvement level and time pressure
[pic]
Pinya Silayoi, Mark Speece
|The Authors |
Pinya Silayoi, Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart University, Bangkok, Thailand
Mark Speece, School of Management, Asian Institute of Technology and Graduate School, Bangkok University, Bangkok, Thailand
|Abstract |
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of consumer response to packaging elements.
[pic]
Article type: Literature review, Survey.
Keywords: Food packaging, Design, Consumer behaviour.
Content Indicators: Research Implications** Practice Implications** Originality* Readability**
[pic]
British Food Journal
Volume 106 Number 8 2004 pp. 607-628
Copyright © MCB University Press ISSN 0007-070x
[pic]
Introduction: packaging at the point of sale
Packaging seems to be one of the most important factors in purchase decisions
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