Abstract:Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention‐capturing packaging attributes. However, little research is available regarding consumers' perceptions of food packaging, especially in the South African context. This study aimed to explore a sample of South African consumers' percep… Show more
“…easily opened and stored, recyclable, etc on product selection during buying process. Silayoi and Speece (2007) corroborated the findings that visual elements on packages positively influenced purchase decisions more than informational elements as far as low involvement purchase situation was considered in line with Venter et al (2011) that participants mainly perceived food packaging based on its functional and physical attributes through unprompted awareness. It was also clear that appearance attributes played a key role in attracting the attention of participants.…”
“…easily opened and stored, recyclable, etc on product selection during buying process. Silayoi and Speece (2007) corroborated the findings that visual elements on packages positively influenced purchase decisions more than informational elements as far as low involvement purchase situation was considered in line with Venter et al (2011) that participants mainly perceived food packaging based on its functional and physical attributes through unprompted awareness. It was also clear that appearance attributes played a key role in attracting the attention of participants.…”
“…The perception of the quality is closely linked to the preferences. Those depend on many factors, and one of them is a possibility of the product identification, either through transparent packaging, either through lifelike visual reproduction of the product on the non-transparent material (Venter et al, 2011). Enabling the customers to see the product through transparent packaging significantly increases their satisfaction (Kim & Lee, 2015), which indirectly can reflect on their tendency to choose the product with maximum visibility provided through packaging.…”
“…It is supposed to affect the product selection process. Moreover, food and drug packaging stimulate the consumer's attention and their product perceptions (Venter, van der Merwe, de Beer, Kempen, & Bosman, 2010;S.T. Wang, 2013).…”
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