A study on effects of packaging characteristics on consumer's purchasing confidence

Azad, Naser; Hamdavipour, Leila

doi:10.5267/j.msl.2011.07.004

Cited by 8 publications

(13 citation statements)

References 16 publications

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“…According to research conducted by Azam (2016), food ingredients play an instrumental role by actually differentiating one product offering from another. Quality ingredients guide consumers when deciding among the variety of food products offered at the time of purchase.…”

Section: Intrinsic Attributesmentioning

confidence: 99%

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Bukhari

Woodside

Hassan

et al. 2020

JIMA

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Purpose The purpose of this paper is to investigate the key attributes that drive Muslim consumer purchase behavior in the context of imported Western food in Pakistan. Design/methodology/approach In-depth, semi-structured interviews were used as a data collection tool. In this research, the in-depth interview data were analysed by using the manual content analysis (MCA) technique. Moreover, Leximancer software was used to reanalyse the data to enhance the trustworthiness of the MCA results. A total sample of 43 Muslim consumers from three metropolitan cities in Pakistan participated in the research. The sample comprises professionals, housewives and both college and university students. Findings Muslim consumers in Pakistan look at both the intrinsic and extrinsic attributes when purchasing imported Western food. The ruling factors explored were product taste, ingredients, freshness, hygiene, brand name and overall product quality. However, product packaging and labeling also play a significant role. Participants were of the view that imported Western food provides a better, unique consumption experience and an opportunity to choose from a wide variety of food options. Interestingly, interview findings reveal that Western food product attributes surpass the Islamic concept of moderate spending, thus convincing Muslim consumers to engage in the consumption of imported Western food. Social implications The presence of imported Western food may improve quality of life by having more opportunities and healthier options for the nation. If the Western food products are stamped Halal or made with Halal ingredients the product has a fair chance of adoption and penetration in the society. Further, it may result in overall health improvements within the society, which is already a major concern in the Pakistani consumer market. Also, food products coming from the Western world induces mindfulness; people are more aware about innovative and useful ingredients that can satisfy their taste buds. Originality/value This paper found that Pakistani Muslim consumers are not really concerned about the Islamic concept of moderate spending, and thus, established that Pakistani Muslim consumers are more concerned about product value rather than their Islamic teaching of moderate spending. From a population, with 97 per cent Muslim majority, product packaging and labeling were found to be a dominant and deciding factor, which, in itself, is an interesting finding. Further, established Western brand names help Muslim consumers to recognize products and plays a vital role in their purchase decisions. However, within product labeling, the element of halal ingredients was found to be a deciding factor, but not a leading factor, in purchase decisions.

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Section: Intrinsic Attributesmentioning

confidence: 99%

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Bukhari

Woodside

Hassan

et al. 2020

JIMA

View full text Add to dashboard Cite

show abstract

“…Next, fidelity and brand were other most important factors and the name of store and risk are in lower degree of importance. Azad and Hamdavipour (2012) performed another study on effects of packaging characteristics on consumer's purchasing confidence. Their results indicated that a good and label with detailed and precise information on product could significantly influence customer's confidence while other visible information did not have much impact on customer's confidence.…”

Section: Introductionmentioning

confidence: 99%

A study on important factors influencing customers’ impulsive buying behavior: A case study of Shahrvand food chain

Azad¹,

Azizi²,

Asgari³

et al. 2013

10.5267/j.msl

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Customer purchasing behavior plays an essential role on marketing planning in today's competitive environment. Impulsive buying behavior is one of the most important components of purchasing behavior. In this paper, we use factor analysis to extract important factors influencing impulsive buying behavior. The proposed study of this paper designs a questionnaire including 35 questions and through basic investigation, the questions are reduced to 21 ones. The questionnaire is distributed among 200 regular customers and 149 questionnaires have been collected. Cronbach alpha has been calculated as 0.804, which is well above the minimum desirable level of 0.7. The survey is conducted among regular customers who normally make purchases from Shahrvand food chains in city of Tehran, Iran. The results of factor analysis reveals four major factors including intelligence pricing strategy, involvement, promotion margin and consumer behavior. The proposed study of this paper considers "intelligence pricing strategy" for the first time as an important factor in consumer's purchasing behavior.

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“…Su potencial como elemento persuasivo no es discutido. Azad & Hamdavipour (2012) lo definen como un elemento comunicativo que permite aumentar las ventas a través de la atracción e información del producto. La importancia del diseño del envase como forma de comunicación entre el producto y el consumidor también ha sido estudiada por Yuan y Li (2005).…”

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“…Visualización (tamaño; diseño gráfico; diseño industrial; color; nombre) e información (simbología; información técnica; materiales; confianza) son las variables estructurales contempladas por Azad & Hamdavipour (2012) en sus investigaciones, donde todos los rasgos de visualización aparecen agrupados. Wang & Chou (2011) estudian el envase desde dos parámetros, el funcional y el visual, integrado este último por los siguientes aspectos: forma; tipografía; ilustración; color.…”

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Comunicación silenciosa: estudio comparativo internacional de envases de juguetes

Tur‐Viñes

Soler

Ferrer³

2014

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Lever creó la marca de jabón Sunlight en 1885 e intentó asociar los mensajes de publicidad al reconocimiento de la marca en el envase. De este modo nació un nuevo uso del envase como soporte comunicativo. Cervera (2003:26) afirma que su uso publicitario se generalizó con fuerza a principios del siglo XX cuando los fabricantes decidieron ampliar las gamas de productos con variedades y tuvieron la necesidad de identificar el contenido y dar indicaciones sobre las propiedades o el uso. En el período entre las dos guerras mundiales los fabricantes tuvieron que acomodar los productos a una nueva forma de distribución: las tiendas de autoservicio, donde el dependiente perdió su peso como intermediario-prescriptor y los productos a granel no permitían la fórmula de autoservicio. Así, el fabricante se vio forzado a envasar de forma unitaria o agrupada los productos incluyendo informaciones persuasivas que aseguraran su elección. El envase comenzó entonces su desarrollo actual por necesidades de adaptación a un nuevo estilo de compra y por la exigencia de diferenciación comunicativa.Un mercado cada vez más competitivo y saturado exigía dotar de personalidad propia a los productos. La creación de marcas que expresaran la singularidad del producto junto con el avance técnico en las formas de impresión favorecieron la sofisticación del diseño de envases y su uso publicitario, persuasivo e informativo.El envase es el soporte publicitario con mayor presencia -entendida como oportunidad de contacto y recuerdo-en la mente del consumidor. Está presente en el momento de decisión de compra, cuando se escoge un producto entre todos los ofertados en el lineal del punto de venta (Bech-Larsen, 1996). Además, en muchos casos, persiste en el hogar conteniendo el producto para ser usado e incluso se reutiliza para múltiples funciones, sorprendentes e ingeniosas, en la mayoría de los casos. En ello radica su exclusividad: es el último y decisivo contacto publicitario antes de la compra y tiene una permanencia en el lugar de consumo, recordando la marca y sus valores, sin interrupciones, de forma natural, acompañando nuestra cotidianidad.Varios autores conciben el envase como un "vendedor silencioso" (Pilditch, 1961;Salén, 1994;Cervera, 2003;Tur y Ramos, 2008; Wang & Chou, 2011). Pilditch (1961 (Devismes, 1994;Stalman, 2005; Capsule, 2009).Devismes (1994) considera que el packaging -el envase-es a la vez contenido y medio; no sólo vehicula el producto, sino también comunica sus características y su identidad únicas. La elaboración ha de responder a las necesidades de los consumidores y su acción inscribirse en una estrategia comunicativa.Basándose en la teoría de la competencia comunicativa de Habermas (1984), Underwood y Ozzane (1998) abundan en la necesidad de considerar estratégicamente el diseño para conseguir una comunicación eficaz guiándose para ello de la norma de veracidad, la norma de la sinceridad, la norma de la comprensibilidad y la norma de legitimidad. El consumidor necesita percibir congruencia entre la etiqueta, su envase...

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A study on effects of packaging characteristics on consumer's purchasing confidence

Cited by 8 publications

References 16 publications

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

Intrinsic and extrinsic attributes that drive Muslim consumer purchase behavior

A study on important factors influencing customers’ impulsive buying behavior: A case study of Shahrvand food chain

Comunicación silenciosa: estudio comparativo internacional de envases de juguetes

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