IDEAS home Printed from https://ideas.repec.org/a/ids/ijbire/v4y2010i4p376-390.html
   My bibliography  Save this article

Packaging elements and consumer buying decisions

Author

Listed:
  • Bahram Ranjbarian
  • Somayeh Mahmoodi
  • Arash Shahin

Abstract

Since food products directly affect consumers' health, they consider more care in selection of such products. Packaging as an important element plays a major role in consumer decision of food products. The aim of this research is to gain a deeper understanding of the role of packaging elements in consumer buying decisions considering different product categories. For this purpose, some hypotheses have been derived in order to examine the influence of factors such as the effects of colour, size, information, images, ease of use, and shape of package on consumer buying decisions based on a literature review. The hypotheses have been examined in a survey including a random sample of 60 MBA students of the University of Isfahan. The findings imply that graphical, structural and informational elements of packaging influence customer choice of product, while the measure of influence differs for various elements in different product categories.

Suggested Citation

  • Bahram Ranjbarian & Somayeh Mahmoodi & Arash Shahin, 2010. "Packaging elements and consumer buying decisions," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 4(4), pages 376-390.
    • Handle: RePEc:ids:ijbire:v:4:y:2010:i:4:p:376-390
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=33353
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbire:v:4:y:2010:i:4:p:376-390. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=203 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.