Consumer reaction to new package design

Abstract

PurposeThis study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality change as the consumer's experience with the package moves from indirect to direct.Design/methodology/approachRespondents evaluated a new package design at indirect, moderately direct, and direct levels of experience. Factor analysis was also conducted to determine what dimensions consumers use for evaluation.FindingsThis study revealed three major findings. First, consumers evaluate a new package on the two dimensions of “ease of use” and “ease of handling”. Second, the type of experience with the package has a significant effect on the consumers' attitude toward the package and the quality assessment of the product inside. Third, consumers' expectations of product quality and package ease of use have a positive association with purchase intention for all types of product‐related experience.Originality/valueThis paper provides insight into how consumers respond to products when the packaging has changed to a new design.

The Impacts of Product Packaging Elements on Brand Image and Purchase Intention — An Empirical Study of Phuc Long's Packaged Tea Products

“…Package-ease of handle is defined as the extent to which consumers can store or handle products and prevent them from damage or breakage. In [11], it is concluded that this dimension does not have any significant associations with purchase intention under any types of consumer experience. However, when consumers are able to touch or use the product, it is more important [11].…”

“…"A good packaging is far more than a salesman, it is a flag of recognition and a symbol of values" [9]. In this research, product packaging combines: visual (color, picture, font, shape and size), informational factor (packaging material and product information) [10], and package-ease of use and -ease of handle [11].…”

“…Moreover, for consumers who decide to buy a good without planning before, extrinsic attributes of the product packaging are heavily essential [15]. Package-ease of use and handle also significantly influence consumer purchase intention [11].…”

“…To sum up, the conceptual framework of the research is built based on the study of [4], [5], [10], and [11]…”

Young Adult Sarawakian Purchase Intention on Junk Food Based on Packaging Design Elements.

“…Quality evaluation of a product is usually made by consumers when they look at the product package on the shelf. Holmes and Paswan (2012) investigate the relation of consumer make quality assumption of the product based on its product package, the higher the quality of the packaging, the higher the quality of the product and vice versa. Materials that used in packaging not only creates the quality assumption, it also play an important role that helps maintain the quality of the product especially freshness of products during the process of distribution and storage.…”