Article Abstract Title: Packaging elements and consumer buyi ng de ci si ons Author: Bahram Ranjbarian,Somayeh Mahmoodi , Arash ShahinAddre ss: Depart ment o f Mana gement , Unive rsit y of I sfahan , Heza r Jari b St. , Isf ahan, 8 1746- 73441, Iran. ' Department of Management, University of Isfahan, Hezar Jarib St., Isfahan, 81746-73441, Iran. ' De partment of Management, University of Isfahan, Hezar Jarib St., Isfahan, 81746-73441, Iran Journal: International Journal of Business Innovation and Research 2010 - Vol. 4, No.4pp. 376 - 390 Abstr act: Since f ood prod ucts di rect ly aff ect cons umers ' healt h, they consid er mor e care in selection of such products. Packaging as an important element plays a major role in consumer decision of food products. The aim of this research is to gain a deeperunderstanding of the role of packaging elements in consumer buying decisions considering different product categories. For this purpose, some hypotheses have been derived in order to examine the influence of factors such as the effects ofcolour, size, information, images, ease of use, and shape of package on consumerbuying decisions based on a literature review. The hypotheses have been examined in a survey including a random sample of 60 MBA students of the University ofIsfahan. The findings imply that graphical, structural and informational elements ofpackaging influence customer choice of product, while the measure of influence differs for various elements in different product categories. Keywords: public health;packaging; consumer behaviour;buying decisions;consumer choice; product categories ;food industry; colour; size;product information; images; ease ofuse; shapes; random samples; Iran; graphical elements ; graphics; structural elements; informational elements; measures of influence.
DOES PRODUCT PACKAGING SIGNIFICANTLY INFLUENCE CONSUMER BUYINGBEHAVIOR?
Yes, it does! Packaging is everything to a business. Without a high-quality, eye-catching andwinning package you stand very little chance of selling your products. You don't make productsto store them in the garage or whatever facility that you use for storage. The only aim for coming
up with products is to sell and make profit now, not tomorrow. The survival of your business istied to how popular and persuasive you make your products to appear.
This popularity can be enhanced by how you package your goods. Two women can have thesame general physical attractive appeal but once one of them uses make-ups' and all theattending "beauty effects". This woman who has wrapped herself with make-ups' will stand outmore beautiful and pull more crowds. But what is the secret? The secret is the power of packaging. How well dressed you turn up for an interview will in a bigger measure determinehow well you do.
So this brings to us the necessity for any manufacturer to package his goods in a way that willappeal to the majority of customers or consumers. How can you ensure that your products areattention-grabber: -1. Use good quality wrappere.g. box, etc.Good quality wrapper will lead your consumer to conclude that whatever is wrapped inside must be valuable for it to have such a wrapper. It gives a good image to your product.
2. Select attractive winning, eye-catching colors!Dull colors will lead your customers to think that your product is dull, unsatisfying and get theimpression that it will not fulfill his/her needs.
3. Put pictures or art-work that will have a direct, unique and a universal appeal.If you spend enough time to know what irresistibly grips the attention or the appeal of many.With time you will find a general consensus among many about the pictures or art-work thatreally touch peoples' attention. Something unattractive will not grab the attention of many as they
pass by! But let something be attractive and people will die to take the package home.4. Associate the product with an attractive and irresistible world model! All this still, I consider itto be packaging because now you are wrapping the product on someone the world admires andyou are telling the people if he can use it, you can use it also. That makes your product as famousas the model! Pepsi used Michael Jackson to advertise their product.
5. Associate the product with good feelings. Let the consumers know unmistakably that if theytake or use the product it will change and enhance their positive feelings on life. Using Michael
Jackson music they led the people to think or believe that Pepsi will give them the same feelingand effects that his music was having on them.
6. Lastly, appeal to their general universal values and beliefs. Let them know that when they takethe product they fulfill their values. You could link the product with a sense of patriotism, beauty, attraction, love, etc. Ultimately, after using the product have them believe that their lives
will never be the same again.Those are the steps I will carry out in packaging my product and I believe you will see thedifference if you verify the steps that I have outlined above.
The influence of packaging color on consumer purchase intent: The influence of color at the
point of purchase by VanHurley, Vickie Lynn, PhD, MICHIGAN STATE UNIVERSITY, 2007, 0 pages;3282211
Abstract: This study was designed to add the body of literature that investigates the influenceof packaging design, specifically color, on consumer decision-making. This study is unique
because it used original three-dimensional packaging as stimuli to collect data. Cue utilizationtheory was used to guide the investigation of packaging design color as a cue for product qualityand product performance as an influence on consumer purchase intent. This benchmark studyexploratory in nature synthesized color, packaging design as an influence on consumer decision-making as an introductory mean of investigating packaging design as the new
advertising. Approximately 80% of purchase decisions are made at the point of sale and the roleof packaging has shifted to include advertising the contents becoming the 'silent salesman.' Witha new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied as an influence on consumer behavior. Tangible three-dimensional packaging was used along with a 72-item questionnaire to investigate the generalresearch question: Do surface graphics/packaging color (extrinsic cue) influence consumer decision-making and the intent to purchase? Results indicated that consumers utilize packagingcolor to make purchase decisions. Consumers receive non-textural information about the product from the packaging that helps the decision-making process. When consumers are facedwith a multitude of product choices, especially in an unfamiliar product category, the packagingis a source of information. Blue and red packaging was more likely to be purchased than yellow,orange, green, or purple packaging. Yellow packaging was the least likely to be purchased, andits contents were perceived to have poor quality, poor shelf visibility, and low purchase intent.Results also showed that color and product associations have an influence on the intent to purchase. Although red was indicated overall as a packaging color most likely to be purchased,red was the color packaging least likely to be purchased in the case of toothpowder. Resultsindicated packaging color influenced consumer purchase intent and therefore color has an effecton product sales, market share, and profits. More research is needed to augment these resultsthat indicate color does influence the consumer's intent to purchase. Also, additional researchcould strengthen the results that the consumer's intent to purchase may be influenced by productand color association. And more research could solidify the relationship of color and productassociations for products.
Consumer perceptions of product packaging
Document Information:
Title: Consumer perceptions of product packaging
Author(s): Olga Ampuero, (Department of Graphic Expression in Engineering, Polytechnic University of
Abstract:Purpose – This paper seeks to discuss the need to understand consumer perceptions in order tocorrectly design product packing and to achieve the desired position in the minds of consumers.
Design/methodology/approach – Data collection was divided into two phases. The first, (based ondesigners' opinions), to determine the key graphic variables in the design of packaging. The
second, (based on consumers' opinions), to associate each packaging with a positioning strategy.The seven product-positioning strategies selected were represented from the consumers'standpoint using multidimensional scaling. Four maps were obtained related to: alternative
packaging colours; alternative packaging typography; alternative packaging graphical forms;alternative packaging images
Findings – Each positioning strategy appears associated with particular packaging dimensions.
Research limitations/implications – Consumers have exhibited harmonious perceptions towardsproducts-packaging strategies, so one can conclude that a general feeling as to what a particular
packaging exactly means exists. So the general opinion should guide packaging designers toappropriately meet consumers' expectations.
Originality/value – A range of simulated packaging was prepared for the 46 consumers that tookpart in the two-phase experiment: One of the seven positioning strategies was explained. For
example: “Product ‘A’ is positioned as reasonably priced. People say the price is OK”; Case to besolved: “From this selection, choose the packaging that seems most suitable for product ‘A’, takingits characteristics into account”. The simulated packaging alternatives were shown and the subject
chose the options that seemed most suitable (colour, typography, forms and images). Thesequence was repeated for the remaining six positioning typologies.
Packaging and purchase decisions: An exploratory study on the impact of
involvement level and time pressure
Document Information:
Title: Packaging and purchase decisions: An exploratory study on the impact of involvement level and
time pressure
Author(s): Pinya Silayoi, (Department of Packaging Technology, Faculty of Agro-Industry, Kasetsart
University, Bangkok, Thailand), Mark Speece, (School of Management, Asian Institute of
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.
The influence of packaging color on consumer purchase intent: The influence of color at the point of purchase
by VanHurley, Vickie Lynn, PhD, MICHIGAN STATE UNIVERSITY, 2007, 0 pages;3282211
Abstract: This study was designed to add the body of literature that investigates the influenceof packaging design, specifically color, on consumer decision-making. This study is unique because it used original three-dimensional packaging as stimuli to collect data. Cue utilizationtheory was used to guide the investigation of packaging design color as a cue for product qualityand product performance as an influence on consumer purchase intent. This benchmark study
exploratory in nature synthesized color, packaging design as an influence on consumer decision-making as an introductory mean of investigating packaging design as the newadvertising. Approximately 80% of purchase decisions are made at the point of sale and the roleof packaging has shifted to include advertising the contents becoming the 'silent salesman.' Witha new reliance on packaging design to persuade consumers at the shelf, it is important for
packaging design to be studied as an influence on consumer behavior. Tangible three-dimensional packaging was used along with a 72-item questionnaire to investigate the generalresearch question: Do surface graphics/packaging color (extrinsic cue) influence consumer decision-making and the intent to purchase? Results indicated that consumers utilize packagingcolor to make purchase decisions. Consumers receive non-textural information about the product from the packaging that helps the decision-making process. When consumers are facedwith a multitude of product choices, especially in an unfamiliar product category, the packagingis a source of information. Blue and red packaging was more likely to be purchased than yellow,orange, green, or purple packaging. Yellow packaging was the least likely to be purchased, andits contents were perceived to have poor quality, poor shelf visibility, and low purchase intent.Results also showed that color and product associations have an influence on the intent to purchase. Although red was indicated overall as a packaging color most likely to be purchased,red was the color packaging least likely to be purchased in the case of toothpowder. Resultsindicated packaging color influenced consumer purchase intent and therefore color has an effecton product sales, market share, and profits. More research is needed to augment these resultsthat indicate color does influence the consumer's intent to purchase. Also, additional researchcould strengthen the results that the consumer's intent to purchase may be influenced by productand color association. And more research could solidify the relationship of color and productassociations for products.
Packaging power: The effects of package design throughout the supply chain
Document Information:
Title: Packaging power: The effects of package design throughout the supply chain
Purpose – Reviews a paper on packaging design, to highlight the link between successful salesand marketing strategy and packaging.
Design/methodology/approach – Combines theory with case study to highlight the issues toconsider in successful package design.
Findings – Here's an interesting fact for marketeers. A 2005 study conducted by the PaperboardPackaging Alliance showed that in the minds of consumers, product and package are one and thesame. Whatever a package says to a shopper – through words, graphics, material, size – is exactly
what its contents become, be they a bottle of perfume or a bottle of milk. An interesting fact for distributors: choosing the right size and material for your packaging could cut your logistical costsconsiderably. Wherever you are in the supply chain, your department needs to think hard about
packaging: an under discussed but increasingly important factor in commercial success.
Practical implications – Explains how each link in the supply chain should think about packaging.Suggests areas for future research.
Originality/value – Opens a conversation on an under-researched area in supply chainmanagement and marketing strategy.
BOPP/LDPE/met-BOPP, PET/met-BOPP)** and theoretical WVT-values were then
calculated for the different types of package, based on the WVTR of the materialand the total surface area of the packages exposed to ambient. The next phase of
the project aimed at verifying whether or not the type of seal brings about an
increase of the permeability to water vapor of the biscuit packages by comparing
the theoretical value (WVTt) of the biscuit packages with the experimental (WVTp).
Packages of biscuits were purchased from regular retail outlets in Brazil (9 different
types of biscuit/6 manufacturers). The packages had been produced with three
types of form-fill-seal machines. Among the packaging materials tested, those that
contained a metallized BOPP-layer in their structure provided the best barrier
against moisture (0.5 to 1.0 g water/m2/day) whereas the WVTR of all the other
materials varied from 2.3 to 4.0 g water/m2
/day at 380
C/90% RH. The packagessealed with rollpack and horizontal flowpack machines presented impaired seal
integrity, particularly at the transversal seal, which caused the WVTp of the
packages to be 1.1 to 3.0 times (depending on the material/manufacturer) higher
than the corresponding theoretical WVTt values previously calculated. Vertical
flowpack machines produced packages with seals of good integrity so the
permeability of these packages depends directly on the type of packaging material
Less Is More: Packaging for the NewFragrance Consumer by nathanbranch on May 5, 2009 | COMMENTS
I received an email from Neil Morris Fragrances yesterday, announcing that they were launchinga new bottle size for their Neil Morris Vault series:
“During the past year, we have discovered that most of the people who purchase a Vault fragrance actually purchase multiple fragrances. And we had many requests to offer the scentsin a smaller size in order to allow folks to build a fragrance wardrobe without breaking thebank. So as of today, we will be replacing the current two ounce (60ml) bottle with a one ounce(30 ml) spray bottle . . .”
The smart decision to downsize the Neil Morris Vault bottles in response to consumer demandmade me think of an article I recently read regarding effective packaging decisions for small businesses and brands — 9 Packaging Problems That Lose Sales:
“Got any 20lb bags of potatoes lying around? If you are like me, 20 lbs can last a year. Largequantities and amounts do have a special market but generally people are buying in smaller sizeunits. In fact, one of the fasted growing market segments is ready to use and consume. When I was in China, ready to use was the only type packaging available. Single servings were hugethere and now they are becoming hot here.”
I also thought of this in relation to the Beth Terry review yesterday. Beth Terry has been in business since 1995, and she’s been offering her tall 4.3 ounce bottles from the beginning in aneffort to set her brand apart from the competition: “It reflects my sensibility. I wanted to create abottle that would tower above the rest, like a skyscraper. My fragrances are all 4.3 oz; that amount was unheard of when I started Creative Universe.”
But it’s fourteen years later and while the market has changed, Beth’s packaging hasn’t budged(though she recently stated that her bottle supplier no longer carries the bottles she used, so she’ll be forced to change gears; this is a good thing, whether she realizes it or not). Chandler Burr writes in his latest NY Times column that “the (fragrance) industry has gone from 50 launches a year to over 1,000 today, an unsustainable, unregulated flood of novelties, the whole driven . . .by marketing and pure, desperate momentum,” and this flood of launches, this marketing anddesperate momentum, has permanently altered consumer habits and expectations.
We can argue until we’re blue in the face about whether this altering is for better or worse, but purchasing habits have changed. Period.
While a 4.3 ounce bottle of perfume was a desirable thing back in the mid-90′s, when there werefewer choices and fragrance consumers were more likely to commit to one bottle at a time and/or remain loyal to one particular brand, the late 20th century consolidation of design houses(LVMH, PPR and Richemont), not to mention the rise of massive beauty conglomerates closelytied to flavor & fragrance corporations (IFF Firmenich, Givaudan and Symrise), blurred the line between brands while whetting consumer appetite for the next glistening prize — “If you liked Gucci Envy, then buy Gucci Envy Me! And don’t forget Envy Me 2!”
After the umpteenth multi-million dollar ad campaign, forgetting is not an option.
As a result, our bathroom counters have grown so crowded that a 2 ounce (60ml) bottle, not at allhefty by traditional standards, is more than the average Neil Morris customer now wants and/or needs. Besides, nabbing a tiny bottle of something new soothes the ache for novelty withouteating too drastically into the monthly budget (though it’s kind of like draining the bank accountwith a thimble — it just takes a little longer to reach the bottom).
Shalini 10ml bottle
In a 2003 article, Packaging is moving fast to keep pace with market drivers, Anders Brolin, thenhead of research and development for Stora Enso Packaging, stated that, “Changes in thedemography, with an aging population and a changing social structure, particularly in theWestern Hemisphere, mean that we have far more single households. In practical terms, that means that we need smaller and more functional packages.”
As everyday products like food and household goods land on store shelves in smaller sizes andsingle portions, consumers are adjusting their purchasing habits to match. In order to stayrelevant, independent perfumers will need to adjust, as well — slimming down and shrinking the“portion size” to suit the developing retail landscape.
A number of indie perfumers, such as Neil Morris, have sensed this shift in consumer preferenceand are on top of the trend: Sonoma Scent Studio‘s largest bottle size is 34ml (about 1 once),while also offering a 17ml (1/2 ounce) size; Soivohle offers a variety of sizes, from as small as4.5ml to as large as 2 ounces, yet with a full range in-between; the Untitled series that LuckyScent released in 2006 came in tiny 8ml bottles as a way of enticing consumers to purchase
several of the fragrances, if not the entire series; and Christopher Brosius offers his verycontemporary CB I Hate Perfume fragrances in 2ml tr avel sizes, 15ml absolutes and 100ml water formulations.
A recent post at Andy Tauer’s blog (of Tauer Perfumes) sees him considering the necessity of changing his packaging to meet shifting consumer desires: “I start, selling maybe 200 bottles of air du désert, where it makes no sense at all to get a screen printed bottle. Then you sell more,change sales channels, end up with more bottles, but the entire presentation and packaging lagsbehind. And being in the midst of stock issues and bottles and legal issues etc, you do not seethat it is time to adjust.”
Yet adjusting packaging to adapt to consumer trends and shifts is key to a brand’s continuedsuccess (see this article where a food company increased its sales by 75% simply through
rebranding and repackaging its product). Perhaps one of the most important and timelyadjustments an independent perfumer should consider today is the inclusion of a smaller size bottle in his/her lineup to satisfy the increasing demand for less volume, greater diversificationand a lower introductory price point.
Tom Ford Private Blend Coffret with 5ml roll-on bottles
So Beth, how about a few townhouses to go with those scyscrapers (small is the new big), andAndy, you’re right, a red helmet doesn’t turn a bicyclist into a Ferrari, but the point of packagingand design isn’t about trying to be something you’re not, it’s about encouraging the consumer tochoose your red helmet over all the other helmets on the shelf.
*** Note: computer tech gadgets are the biggest retail success story of the last decade — the
smaller and lighter they get, the faster they fly off the shelves. Consumers no longer equate“big” and “large” with good quality and/or value. Size small fits the contemporary lifestyle
