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Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure

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)

British Food Journal

ISSN: 0007-070X

Article publication date: 1 August 2004

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.

Keywords

Citation

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 No. 8, pp. 607-628. https://doi.org/10.1108/00070700410553602

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited