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Article
Publication date: 2 September 2013

Edward S.T. Wang

Although the increase in point-of-purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual

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16647

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.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 29 May 2019

Polymeros Chrysochou and Alexandra Festila

Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products

Abstract

Purpose

Do the package designs of organic products differ from those of conventional products and which package design elements are used more systematically in organic products? This paper aims to address this question by exploring the package design elements of organic products. The proposition is that in addition to package design elements that explicitly communicate and position a product as organic (i.e. organic labels and claims), other package design elements that implicitly convey an organic image are used.

Design/methodology/approach

The authors conduct a content analysis of the package designs from new product launches in four product categories (butter, cereals, fruit juice and milk) and across four markets (Austria, Denmark, Sweden and Switzerland).

Findings

The results show that the package designs of organic products differ from those of conventional products based on the presence of more paper material, white and green colours and images displaying nature.

Research limitations/implications

The findings support the notion that in addition to organic labels and claims, package design elements that implicitly communicate values associated with organic products, such as environmental friendliness and sustainability are used.

Originality/value

This study is among the few to explore package design elements for organic products. Understanding how the package designs of organic products are constructed can support managerial decisions on the use of the package as a means to better communicate and position organic products.

Details

Journal of Consumer Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 4 June 2021

Fei Qiao and William Glenn Griffin

This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products.

Abstract

Purpose

This study aims to investigate the effectiveness of a brand imitation strategy for the package design of male-targeted, female-targeted and gender-neutral products.

Design/methodology/approach

Three (2 × 2 × 2) between-subjects factorial experiments were conducted with three independent variables, namely, visual shape, color and logo, each classified as relevant/divergent. The dependent variables were participants’ attitudes toward the brand, attitudes toward the product and purchase intention.

Findings

There were no significant main effects or interactions for the male-targeted product. The results for the female-targeted product revealed no significant main effect of visual shape, a significant main effect of color and significant two-way interactions between visual shape and color and between visual shape and logo. Significant main effects were found for visual shape and color for the gender-neutral product.

Practical implications

A color scheme similar to that of a leading brand in the same product category more powerfully influenced participants’ attitudes and purchase intention, while a more holistically similar design had greater impact than a less holistic design. Some “divergence” or distinctive design elements of the female-targeted product positively influenced participants’ attitudes and behavior. These findings suggest that a brand imitation strategy offers a means for competing in the marketplace, but should be used with caution.

Originality/value

A conceptual continuum of brand imitation is proposed, incorporating visual semiotics, creativity theory and gender differences in cognitive styles to provide a more systematic method for delineating brand imitation levels.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 19 December 2016

Khandoker Mahmudur Rahman

Abstract

Details

Strategic Marketing Management in Asia
Type: Book
ISBN: 978-1-78635-745-8

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Article
Publication date: 10 April 2018

Mohammed Z. Salem

The purpose of this paper is to examine perfume packaging in Spain and its effects on Basque female consumers’ purchase decision. The study population was made up of…

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2614

Abstract

Purpose

The purpose of this paper is to examine perfume packaging in Spain and its effects on Basque female consumers’ purchase decision. The study population was made up of females, as they represent the highest consumer in the perfume market, accounting for 67 percent of the total perfume sales (Trufragance.com). Furthermore, in the past few years the perfume industry has basically targeted females (McIntyre, 2013).

Design/methodology/approach

An empirical study was conducted using a questionnaire to collect primary data in order to test the hypotheses. The questionnaire was distributed to 400 randomly selected respondents, from the general female population.

Findings

The findings show a relationship between the independent variables (i.e. visual packaging design, verbal packaging design, and packaging benefits) and the dependent variable (i.e. consumer purchase decision) based on several reasons discussed thoroughly in this paper. Additionally, age, education level, marital status, monthly income, and employment category of sample subjects influence the effect of perfume packaging on purchase decisions.

Research limitations/implications

The main limitation of this study is the use of simple random sampling. The research findings bear important implications for more functional, emotional, environmental, and socially responsible marketing practice where packaging is concerned.

Practical implications

The findings of this study contribute to the understanding of packaging as a strategic marketing tool and how it can significantly influence the female’s purchase decision. Thus, giving managers and marketers a competitive advantage in this increasingly growing market. A new concept and measurement scale is presented that can be used for identifying creative packaging design and its benefits.

Originality/value

This study remains one of few research works focusing on the four dimensions of packaging benefits: functional, social, emotional, and environmental. Furthermore, it attempts to fulfill the identified need for encompassing potential and generally accepted packaging elements, including both the visual and verbal elements. Therefore, the uniqueness of this study arises from its examination of both aspects simultaneously, which has been ignored in previous research.

Details

Management Decision, vol. 56 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 15 February 2019

Gwenaëlle Briand Decré and Caroline Cloonan

This paper aims to study the cross-modal correspondence between a visual stimulus (i.e. glossiness), haptic perception and consumers’ reactions (internal responses and…

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1236

Abstract

Purpose

This paper aims to study the cross-modal correspondence between a visual stimulus (i.e. glossiness), haptic perception and consumers’ reactions (internal responses and behavioral intentions).

Design/methodology/approach

Using an experimental design, three experimental studies have been conducted to test the effect of a glossy (versus matte) packaging upon the perception of haptic features of a packaging (roughness, thickness and lightness), internal reactions (perceived product quality and product attractiveness) and behavioral intentions (purchase intention and willingness to pay).

Findings

This paper evidences the significant impact that glossiness bears on the haptic perception of a packaging material as well as upon internal reactions and behavioral intentions. A new conceptual framework combining the SOR model and the cross-modal correspondences is validated.

Research limitations/implications

The results encourage further research to explore the wide range of potential cross-modal correspondences between visual stimuli and haptic perception.

Practical implications

The results highlight the critical influence of visual cues for managers, especially for online shopping or advertising. Even if consumers cannot touch the product, it is possible to induce haptic perception through visual cues and to influence the internal reactions and behavioral intentions.

Originality/value

This research demonstrates that the packaging texture and weight can be visually induced through glossiness.

Details

Journal of Product & Brand Management, vol. 28 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 15 November 2018

Arnaud Bigoin-Gagnan and Sophie Lacoste-Badie

The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived…

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1592

Abstract

Purpose

The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention.

Design/methodology/approach

A sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry.

Findings

This study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an “indirect-only mediation” of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention.

Originality/value

This study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer’s evaluation of the product and intention to purchase.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 14 June 2019

Nazife Karamullaoglu and Ozlem Sandikci

This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta…

Abstract

Purpose

This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century.

Design/methodology/approach

The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis.

Findings

The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface.

Originality/value

This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

Details

Journal of Historical Research in Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 1755-750X

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Article
Publication date: 20 November 2007

Pinya Silayoi and Mark Speece

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals…

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30230

Abstract

Purpose

The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. this paper aims to investigate this issue.

Design/methodology/approach

The paper examines these issues using a conjoint study among consumers for packaged food products in Thailand, which is a very competitive packaged food products market.

Findings

The conjoint results indicate that perceptions about packaging technology (portraying convenience) play the most important role overall in consumer likelihood to buy.

Research limitations/implications

There is strong segmentation in which packaging elements consumers consider most important. Some consumers are mostly oriented toward the visual aesthetics, while a small segment focuses on product detail on the label.

Originality/value

Segmentation variables based on packaging response can provide very useful information to help marketers maximize the package's impact.

Details

European Journal of Marketing, vol. 41 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2001

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

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional…

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19866

Abstract

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private‐label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.

Details

Journal of Product & Brand Management, vol. 10 no. 7
Type: Research Article
ISSN: 1061-0421

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