Packaging Design Elements and Consumers Impressions: A Context in Local Food Branding and Communication of Indigenous Community in Indonesia

DOI

10.2991/978-2-494069-49-7_83How to use a DOI?

Keywords

Packaging; Social Enterprise; Indigenous Community; Design Features; Consumers’ Impressions

Abstract

The product packaging has an essential function in attracting customers, persuading them to buy the goods, and serving as a vehicle for brand communication. Taking case study of a new packaging design for culinary heritage products of a local social enterprise of indigenous community of Kampung Adat Cireundeu, this paper focuses on how package design features influence consumers’ impressions of products and brands. This research uses mix method by employing a questionnaire to collect data on package design aspects (design of package, image, pictures, and colours), user impression (attention, buy, and repurchase), and experience (feelings evoked and functional benefits). Some interviews were also conducted to reveal motivations of the chosen package. When it comes to packaging responses, there is no distinction between the visiting experience of the village community and gender. Analysis shows that consumers prefer a package which represents cultural identity of the indigenous community and thus support the producer’s effort to culturally communicate with other community. The research provides guidelines for minority or ethnic business in Indonesia to support their communal interest through their business.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Maria Widyarini
AU  - Timothy Andrianus Philemon
AU  - Elivas Simatupang
PY  - 2022
DA  - 2022/12/29
TI  - Packaging Design Elements and Consumers Impressions: A Context in Local Food Branding and Communication of Indigenous Community in Indonesia
BT  - Proceedings of the 3rd Borobudur International Symposium on Humanities and Social Science 2021 (BIS-HSS 2021)
PB  - Atlantis Press
SP  - 503
EP  - 507
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-49-7_83
DO  - 10.2991/978-2-494069-49-7_83
ID  - Widyarini2022
ER  -