Packaging Features and Consumer Buying Behavior Towards Packaged Food Items

Ansari, M. U. A. and Siddiqui, D. A. (2019). Packaging Features and Consumer Buying Behavior towards Packaged Food Items.Global Scientific Journal, 7(3), 1050-1073

24 Pages Posted: 28 May 2019

See all articles by Muhammad Usama Ahsan Ansari

Muhammad Usama Ahsan Ansari

Karachi University Business School, Students

Danish Ahmed Siddiqui

University of Karachi - Karachi University Business School

Date Written: 2019

Abstract

This study aimed to determine the effects of packaging attributes on consumers’ buying behavior. Specifically, to investigate the effect of packaged food’sgraphics, color, size, shape, product information and/or packaging material on consumers’ buying behavior in Pakistan. Data was collected through the used of questionnaire from 300 individuals and was analyzed through Confirmatory Factor Analysis and Structural Equation Modeling. The study found a significant relationship between graphics colors, packaging size, shape, product information of packaging material with consumers’ buying behavior. The study concluded that the packaging attributes are examined, are contributed in communicating product quality that affects purchase behavior. The study recommends that food manufacturers must understand the consumer response towards their packaging and integrate their input into designing a better packaging by innovations. This can be achieved by involving consumer directly in designing the final packaging of product through their response.

Keywords: Product packaging, Buying behavior, Consumer behavior, SEM, CFA, Pakistan

Suggested Citation

Ahsan Ansari, Muhammad Usama and Siddiqui, Danish Ahmed, Packaging Features and Consumer Buying Behavior Towards Packaged Food Items (2019). Ansari, M. U. A. and Siddiqui, D. A. (2019). Packaging Features and Consumer Buying Behavior towards Packaged Food Items.Global Scientific Journal, 7(3), 1050-1073, Available at SSRN: https://ssrn.com/abstract=3381882 or http://dx.doi.org/10.2139/ssrn.3381882

Muhammad Usama Ahsan Ansari (Contact Author)

Karachi University Business School, Students ( email )

Karachi
Pakistan

Danish Ahmed Siddiqui

University of Karachi - Karachi University Business School ( email )

University Road
Karachi, Sindh 75270
Pakistan
3333485884 (Phone)

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