The influence of visual packaging design on perceived food product quality, value, and brand preference

S.T. Wang Edward (Graduate Institute of Bio-Industry Management, National Chung Hsing University, Taichung, Taiwan)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 2 September 2013

Abstract

Purpose

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference.

Design/methodology/approach

A self-administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study.

Findings

The empirical results show that attitudes toward visual packaging directly influence consumer-perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference.

Originality/value

This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

Keywords

Citation

S.T. Wang, E. (2013), "The influence of visual packaging design on perceived food product quality, value, and brand preference", International Journal of Retail & Distribution Management, Vol. 41 No. 10, pp. 805-816. https://doi.org/10.1108/IJRDM-12-2012-0113

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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