The influence of packaging design on consumer purchase evaluation : an exploratory study

Abstract

Purpose – This dissertation aims to explore the influence of packaging design factors on the consumer purchase evaluation of food products, both the functional and aesthetic factors. It also aims to study the relevance of the concept of labelling on this evaluation process. Design/methodology/approach – Focus groups were held in order to obtain insight into the perceptions of Maltese consumers of the various packaging design elements and how relevant they are to their purchase evaluation. Findings – The results showed that some functional and aesthetic elements of packaging design influence the consumer purchase decision, while other elements have no effect at all on the consumers’ decision. It was also noted that labelling is not as significant to consumers as other elements. Research limitations/implications – Due to the exploratory nature of the study and to the sample size used, the results do not necessarily reflect the opinion of the whole general public. The study was conducted among female consumers of different ages and does not take into account the different opinions that would have otherwise emerged had both genders been subjected to the same study. Practical implications – Producing packaging with increased functionality as well as aesthetics that consumers can associate with, will be an effective way to generate more attention from consumers. Additionally, new ways of manifesting the information of the labelling will stimulate more usage of such labels. Originality/value – This study examines the relevance that each functional and aesthetic element of packaging design has on the overall purchase evaluation of consumers and studies what message these elements are communicating to the consumers.