The Influence of Packaging Elements on Buying Behaviour for Convenience Goods amongst Customers
Abstract
The role of packaging has changed with the move to self-service retail formats. Marketers have transformed packaging to become one of the major promoting tools to products. There was a necessity to explore packaging and its elements in order to understand which of these elements influence international university students purchase decisions. Thus, this paper seeks to determine the relationship between international university students’ buying behaviour and package elements through linear regression analysis. A quantitative, non-probability research approach was employed. A convenience sample was used to select study 400international students from two South African universities. Research findings reveal that international students’ perception of packaging elements influence their buying behaviour. The results also show that there is a significant relationship between consumer perception and students buying behaviour. Findings also reveal that there is a significant relationship between consumer buying behaviour and seven predictor variables; colour, graphics, packaging technology, label information, brand name, time pressure and level of involvement. It is thus imperative for the marketers to understand that packaging elements have various influences on the consumer depending on context and on product. If the package elements are properly combined, the package will be more attractive and attention grabbing.
Downloads
References
Du Plessis, P.J., Rousseau, G. G., Boshoff, C., Ehlers, L., Englebrecht, M., Joubert, R. & Sanders, S. (2011). Buyer behaviour: understanding consumer psychology and marketing. 4th ed. Cape Town: Oxford University Press. Esitiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J. & Rayej, H. (2010). Food product consumer behaviours: The role of packaging elements. Journal of Applied Sciences, 10(7), 535-543. Gilaninia, S., Ganjinia, H. & Moradi, S. (2013). Effect of Packaging Elements on Consumer Purchasing Decisions (Case Study Detergent Market). Universal Journal of Management and Social Sciences, 3(8), 10-15. Hollywood, L., Wells, L., Armstrong, G. & Farley, H. (2013). Thinking outside the carton: attitudes towards milk packaging. British Food Journal, 115(6), 899-912. Jafari, S., Nia, M. S., Salehi, M. & Zahmatkesh, R. (2013). Influence of package on consumer behaviour. Journal of Business and Management Review, 2(6), 65-71. Karimi, P., Mahdieh, O. & Rahmani, M. (2013). The Study of Relationship between Packaging Elements and Purchase Behaviour: Consumers of Food, Cosmetics and Health Products. Interdisciplinary Journal of Contemporary Research in Business, 5(3), 281-295. Kariuki, A. K. & Karugu, W. N. (2014). Factors influencing consumer purchase decisions of non-edible products in supermarkets in Nairobi Central Business District. International Journal of Social Sciences and Entrepreneurship, 1(10), 406-420. Kauppinen-Raisanen, H. & Luomola, V. (2010). Exploring consumers’ product-specific colour meanings. Qualitative Market Research (online), 13(3), 287-308. Available: http://www.emeraldinsight.com.dutlib.dut.ac.za/journals.htm?articleid=1864412 (Accessed 4 March 2015). Kotler, P. & Keller, K. (2012). Marketing Management 14th ed. London: Pearson Education. Kuvykaite, R., Dovaliene, A. & Navickiene, L. (2009). Impact of packaging elements on consumers purchase decision. Economics and Management, 14(3), 441-447. Lake, L. A. (2009). Consumer behaviour for dummies. Indiana: Wiley Publishing. Lee, W. L. (2010).The influence of packaging attributes on consumers’ purchase decision of packaged food. MBA. Sains University. Maiksteniene, K. & Auruskeviciene, V. (2008). Manufacturer and retailer brand acceptance under different levels of purchase involvement. Engineering Economics, 3(1), 90-96. Metcalf, L., Hess, J. S., Danes, J. E. & Singh, J. (2012). A mixed-methods approach for designing market drivenpackage. An International Journal of Qualitative Market Research, 15(3), 268-289. Mizutani, N., Okamoto, M., Yamaguchi Y., Kusakabe, Y., Dan, I. & Yamanaka, T. (2010). Package images modulate flavor perception for orange juice. Food Quality and Preference, 21(7), 867-872. Muruganantham, G. & Bhakat, R. S. (2013). A Review of Impulse Buying Behaviour. International Journal of Marketing Studies, 5(3), 149-160. Mutsikiwa, M., Marumbwa, J. & Mudondo, D. C. (2013). The Impact of Informational Package Elements on Consumer Purchase Behaviour of Breakfast Cereal Products: The Case of University Students in Masvingo, Zimbabwe. European Journal of Business and Management, 5(8), 55-63. Phillips, S. & Bradshaw, E. (2011). The influence of visual packaging design on perceived food quality, value and brand preference. International Journal of Retail and Distribution Management, 41(10), 805-16. Rizvi, S. & Elahi, Y. A. (2013). A study of consumer behaviour regarding “durable goods†in Lucknow region. International Journal of Applied Services Marketing Perspectives, 2(3), 535-544. Salahshour, A. & Feyz, D. (2010). Application of the golden ratio in the package of goods and its impact on consumer purchase behaviour. Journal of Business Administration, 2(6), 113-134. Schiffman, L. G. & Kanuk, L. L. (2007). Consumer behaviour. 9th Ed. New Jersey: Pearson. Shehzad, U., Ahmad, S., Iqbal, K., Nawaz, M. & Usman, S. (2014). Influence of Brand Name on Consumer Choice and Decision. Journal of Business and Management, 16(6), 72-76. Silayoi, P. & Speece, M. (2004). Packaging and Purchase Decisions: An exploratory study on the impact of involvement and time pressure. British Journal (online), 106(8), 607-628. Available: http://search.proquest.com.dutlib.dut.ac.za/docview/225141612 (Accessed 2 February 2015). Silayoi, P. & Speece, M. (2007). The Importance of Packaging Attributes: A Conjoint Analysis Approach. European Journal of Marketing (online), 41(12), 1495-1517. Available: http://www.emeraldinsight.com.dutlib.dut.ac.za/journals.htm?articleid=1634375 (Accessed 4 May 2015).
Sioutis, T. (2011). Effects of Packaging Design on Consumer Expectations of Food Product Healthiness. MSc, University of Aarhus. Tavakol, M. & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2(1), 53-55. Tustin, D. H., Lingthelm, A. A., Martins, J. H. & van Wyk, H. J. (2005). Marketing research in practice. Unisa Press: South Africa. Venter, K., Merwe, D. V., Beer, H. D., Bosman, M. & Kempen, E. (2011). Consumers’ perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa. International Journal of Consumer Studies, 3(5) 273-281. Warlop, L., Ratneshwar, S., Osselaer, V. & Stijn M. J. (2005). Distinctive Brand Cues and Memory for Product Consumption Experiences. International Journal of Research in Marketing, 22(1), 27-44. Wells, L. E., Farley, H. & Armstrong, G. A. (2007). The Importance of Packaging Design for Own-Label Food Brands. International Journal of Retail and Distribution Management (online), 35(9), 677-690. Available: http://www.emeraldinsight.com.dutlib.dut.ac.za/journals.htm?articleid=1617096 (Accessed 1 March 2015). Wills, J. M., Schmidt, D. B., Pillo-Blocka, F. & Cairns, G. (2009). Exploring global consumer attitudes toward nutrition information on food labels. Journal of Nutritional Review, 2(5), 103-112. Wu, P., Bao, Z., Song, W. & Hu, Z. (2009). Research on semantics of packaging design. In Computer-Aided Industry Design and Conceptual Design, 3(1), 316-318. Zeyghami, M., Rezaei, S., Asadi, S. S. & Davoodabadi, A. (2011). The role of technology assumption on consumer behaviour: A case study in Food industry. Journal of Food Science and Industry, 8(1), 49-54.
Copyright (c) 2017 Faith Tinonetsana, Darry Penceliah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Author (s) should affirm that the material has not been published previously. It has not been submitted and it is not under consideration by any other journal. At the same time author (s) need to execute a publication permission agreement to assume the responsibility of the submitted content and any omissions and errors therein. After submission of a revised paper in the light of suggestions of the reviewers, editorial team edits and formats manuscripts to bring uniformity and standardization in published material.
This work will be licensed under Creative Commons Attribution 4.0 International (CC BY 4.0) and under condition of the license, users are free to read, copy, remix, transform, redistribute, download, print, search or link to the full texts of articles and even build upon their work as long as they credit the author for the original work. Moreover, as per journal policy author (s) hold and retain copyrights without any restrictions.
