Packaging communication: attentional effects of product imagery

Underwood, Robert L.; Klein, Noreen M.; Burke, Raymond R.

doi:10.1108/10610420110410531

Cited by 320 publications

(315 citation statements)

References 27 publications

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“…Moreover, package imparts unique value to products, works as a tool for differentiation, i.e., helps consumers to choose the product from wide range of similar products, stimulates customers buying behavior (Underwood, Klein, & Burke, 2001;Silayoi & Speece, 2004). Mohd et al (2010) and Mallinckrodt & Mizerski (2007) have concluded that perceived value has significantly influenced the purchasing intention of food products and that consumer brand preferences guide their future behaviors.…”

Section: Statement Of the Problemmentioning

confidence: 99%

“…In addition, studies have shown that there is no agreement on classification of package attributes. Some of researchers try to investigate all possible elements of package and their impact on consumer's purchase decision (Silayoi & Speece, 2004;Silayoi & Speece, 2007;Butkeviciene, Stravinskiene, & Rutelione, 2008), while others concentrate on separate elements of package and their influence on consumers buying behavior (Madden, Hewett, & Roth, 2000;Underwood et al, 2001;Bloch, 1995). Moreover, some researchers investigate impact of package and its elements on consumer's overall purchase decision (e.g., Underwood et al, 2001), while others-on every stage of consumer's decision making process (e.g., Butkeviciene et al, 2008).…”

Section: Statement Of the Problemmentioning

confidence: 99%

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The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Imiru¹

2017

IJMS

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Due to increasing self-service and changing consumers' lifestyle, the interest in package as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. The objective of this survey was to examine the effect of packaging attributes on consumer buying decision behavior. A total of 384 questionnaires were distributed to standard supermarkets in Addis Ababa and other major cities in Ethiopia. Only 369 questionnaires were returned at the end of the data collection process, which gave the response rate of 96 per cent. However, during the data cleaning only 362 were usable and used for the subsequent statistical analysis. Data collected were analyzed using correlation and regression. Innovation has the strongest effect on cereal food purchase decision (0.392) followed by printed information (0.193), background image (0.168) and font size (0.168). However, there were no significant relationships between packaging color (-0.054) and packaging materials (0.016) in the purchase decision of the cereal packaged food. Ethiopian consumers do not give weight to packaging color and the quality of the packaging material. The findings of this survey will be used to make recommendations to marketers to enhance their level of insight about consumers buying decisions. However, there were no significant relationships between packaging color and packaging materials in the purchase decision of the cereal packaged food.

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Section: Statement Of the Problemmentioning

confidence: 99%

Section: Statement Of the Problemmentioning

confidence: 99%

The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Imiru¹

2017

IJMS

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“…Furthermore, consumers are likely to generate perceptional response to a product by means of its package, i.e. a product feels, looks, while viewing product package (Underwood et al, 2001). Thus, the consideration of consumers' psychological perception (CPP) to package visual design plays a critical role in purchase decisions since it communicates useful information to consumers at the decision making time.…”

Section: Introductionmentioning

confidence: 99%

Development of Perfume Bottle Visual Design Model Using Fuzzy Analytic Hierarchy Process

Chen¹

2017

ADR

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With the popularization of internet shopping, visualization of goods package has become an important factor in communicating goods characteristics and plays a critical role in influencing consumers' purchase decision. This phenomenon is particularly apparent in the case of mature consumer goods such as perfume products, chocolate, daily commodity, and so on. To construct a decision support model for assisting package designers to create a satisfying product package based on consumers' affective responses, a series of visual experiment evaluation for perfume bottle package is conducted in the current study. The fuzzy analytic hierarchy process-based approach is proposed to construct the decision support model for perfume bottle visual design. In the current study, the feasibility of constructing model based on the fuzzy analytic hierarchy process approach is demonstrated and the resulting model can provide perfume package designers with an understanding of developing a new design alternative in the conceptual design stage.

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“…There is also disagreement regarding the methods of package impact on consumer's buying behaviour decision. Several researchers attempt to examine all potential elements of packaging and their effect on consumer's buying decision; however others focus on distinct elements of packaging and their influence on consumer purchasing behaviour (Ampuero & Vila, 2006;Madden, Hewett, & Roth, M, 2000;Underwood, Klein, & Burke, 2001;Bloch, 1995). Furthermore, some researchers explore the impact of packaging and its features on consumer's whole purchase decision (Underwood, Klein, & Burke, 2001), whereas, some others -on each step of consumer's decision making process (Butkeviciene, Stravinskiene, & Rutelione, 2008).…”

Section: Introductionmentioning

confidence: 99%

Packaging elements and their influence on consumers’ buying behaviour

S¹,

Natarajan²

2017

Int J Recent Sci Res

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ARTICLE INFO ABSTRACTPackaging is considered as one of the important factors of a product. A good packaging to protect the product from various damages. Apart from that packaging it sends some information to the consumers. The basic aim of this study is to determine influence of packaging elements' on consumer's buying behaviour. This research also identifies the relationship between the dependent and independent variables. This is a primary research and data has been collected through questionnaire and for analysis purpose using SPSS software. In this study samples of 150 respondents has been collected and analyzed. According to the findings of the research study, it has been observed that the packaging is the most important factor. It is further concluded that the packaging elements like Colour, Packaging material, Design of Wrapper and innovation are more important factors when consumers make any buying decision. It has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer's purchase decision.

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Packaging communication: attentional effects of product imagery

Cited by 320 publications

References 27 publications

The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia

Development of Perfume Bottle Visual Design Model Using Fuzzy Analytic Hierarchy Process

Packaging elements and their influence on consumers’ buying behaviour

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