Effect of Product Packaging on Consumer Behaviors

DOI

10.2991/978-94-6463-459-4_33How to use a DOI?

Keywords

Packaging; Consumer Behaviors; First impression

Abstract

In recent years, the market has become increasingly crowded with identical products offered by numerous businesses. To make their products more competitive and increase the sales, a large number of companies adapted various techniques to influence and attract consumers. It is commonly believed that product packaging (PP) is one of the most powerful marketing technique, which acts as a silent communicator at the store shelf with the consumers, informing them basic information of the product while creating first impression to the consumers. This study analyzes the influence of various elements of packaging on consumer perception (CP) and buying decision by analyzing studies using questionnaire to collect data in the preliminary stage and SPSS software to analyze the correlation between the variables. According to the findings, there existed moderate relationships between consumer behavior (CB) and packaging color, quality, wrapper design and innovation, which highlighted the importance of product packaging in the market. Though extraneous variables could also play a role in influencing CB, packaging is an inevitable element that should be considered in improving the sales of a company.

Copyright

© 2024 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  - Jingyi Lin
PY  - 2024
DA  - 2024/07/23
TI  - Effect of Product Packaging on Consumer Behaviors
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 265
EP  - 271
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_33
DO  - 10.2991/978-94-6463-459-4_33
ID  - Lin2024
ER  -