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The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender

Author

Listed:
  • Dur-e-Shahwar

    (National College of Business Administration & Economics, Lahore, Pakistan)

  • Dr. Fouzia Ashfaq

    (Lahore College for Women University, Lahore, Pakistan)

  • Maliha Khan

    (University of Central Punjab, Lahore, Pakistan)

Abstract

The purpose of the study is to explore the influence of visual packaging design on perceived food product quality and brand preference with moderating effect of gender. The study used the fast food industry for analysis and analyze how the packaging (colors, logos, graphics) of fast food products impact on consumer perception about the product. An adopted questionnaire used in the analysis. The study offers directions for understanding the effects of visual packaging on brand preference and perceived quality.

Suggested Citation

  • Dur-e-Shahwar & Dr. Fouzia Ashfaq & Maliha Khan, 2024. "The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(1), pages 714-719.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:1:p:714-719
    DOI: https://doi.org/10.61506/01.00260
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    References listed on IDEAS

    as
    1. Joonas Rokka & Liisa Uusitalo, 2008. "Preference for green packaging in consumer product choices : Do consumers care?," Post-Print hal-02313351, HAL.
    2. Simone Mueller & Larry Lockshin & Jordan Louviere, 2010. "What you see may not be what you get: Asking consumers what matters may not reflect what they choose," Marketing Letters, Springer, vol. 21(4), pages 335-350, December.
    3. Ullah, Asad & Ali, Amjad, 2024. "Investigating Corruption, Income Inequality, and Environmental Degradation in Pakistan: A Time Series Analysis," MPRA Paper 121291, University Library of Munich, Germany.
    4. Roussel, Yannick & Audi, Marc, 2024. "Exploring the Nexus of Economic Expansion, Tourist Inflows, and Environmental Sustainability in Europe," MPRA Paper 121529, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

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