An experimental study on Effect of Packaging on Consumers- Impact of Visual Elements on Buying preference

1. Paper presented in 2014 Annual Conference of the Emerging
Markets, IIM Lucknow
Presented By:
Hamendra Dangi
Pritha Sarkar
Vinita Hatadia
IMPACT OF PACKAGING ON
CONSUMERS

2.  In stores, package is the first thing a consumer experiences while buying a
product.
 It creates an impression in the minds of the shopper and leaves an impact
as the shopper decides to buy or not to buy the product in their current
and subsequent purchases.
 In buying process, there are individual design elements of the package like
color, logo design, font that impact the purchase decision of a consumer
up to a certain level.
 In these contexts packaging not only plays an important role in
establishing brand recall in the minds of consumers for low involvement
products, but also adds newness to the brand in case of declining level of
simulation during each purchase.
 How the brand is packaged creates an impression in the minds of the
shopper during the first moment of truth at the point of sales.

3. Message on a bottle: the wine label’s
influence (Scott Sherman and Tracy Tuten,
2011)
CUEING THE CONSUMER: THE ROLE OF
SALIENT CUES IN CONSUMER PERCEPTION
(Gail Tom, Teresa Barnett, William Lew,
Jodean Selmants, 1987)
• The target audience is influenced by every
aspect of the product including the packaging.
• The author concludes that wine associates itself
with traditional label designs
• Moreover, the label and name matters most
when the wine is given as a gift, as it relay
information on the gift’s value and intent
• This study talks about color being the influential
factor in cueing customers rather than the taste of
something
• The Shining labels/wrappers on cold drink
bottles are cue to consumers that drink is less
expensive whereas dull label directly indicates
that it is more expensive
• Consumers are willing to pay more for
expensive-looking, foil-packaged chocolate candy,
especially a package with a designer label (e.g.,
Bill Blass), than for chocolate candy with less
fancy packaging.

4. The dilemma of flavor and color in the
choice of packaging by children
(Mathilde Gollety and Nathalie Guichard,
2011)
Exploring consumers’ product-specific color
meanings
(Hannele Kauppinen-Ra¨isa¨nen, Harri T.
Luomala, 2010)
• Color mainly has three dimensions: light
(clarity), shade (or tone), and the saturation
(chromatic purity). Small variation in any of
these dimension lead to different results
• Colored messages on packets seem to be
more superior over black & White messages
• Products when kept in shelves, strong
color packaging attracts consumer attention
more than lighter color packaging
• The color aspect communicates about the
product and how the consumer feels about
it
• Each color is associated with an opinion
(comment) about the product that relates
the color to it
• The use of dissimilar color is helpful in
involuntary action of choosing the brand

6.  Various Hypothesis were formed and then we tried to reject null hypothesis:

9. • Andrew, P. and Conroy, D. (2006), “Sensory Stimuli and e-retailers”, Journal of
Consumer Behavior, Vol. 5, pp. 69-81
• Creusen, M.E.H. and Schoormans, J.P.L. (2005), ” The different roles of product
appearance in consumer choice”, Journal of Product Innovation Management, Vol.22,
No. 1, pp. 63-81.
• Doyle, J.R. and Bottomley, P.A. (2004),” Font appropriateness and brand choice”,
Journal of Business Research, Vol. 57, pp. 873-880.
• Folkes, V. and Matta, S. (2004), “The effect of package shape on consumers’
judgments of product volume: attention as a mental contaminant”, Journal of
Consumer Research, Vol.31, No.2, pp. 390-401.
• Gollety, M. and Guichard, N. (2010), “The dilemma of flavor and color in the choice of
packaging by children”, Young Consumers, Vol. 12 No. 1, pp. 82-90

10. • Andrew, P. and Conroy, D. (2006), “Sensory Stimuli and e-retailers”, Journal of
Consumer Behavior, Vol. 5, pp. 69-81
• Creusen, M.E.H. and Schoormans, J.P.L. (2005), ” The different roles of product
appearance in consumer choice”, Journal of Product Innovation Management, Vol.22,
No. 1, pp. 63-81.
• Doyle, J.R. and Bottomley, P.A. (2004),” Font appropriateness and brand choice”,
Journal of Business Research, Vol. 57, pp. 873-880.
• Folkes, V. and Matta, S. (2004), “The effect of package shape on consumers’
judgments of product volume: attention as a mental contaminant”, Journal of
Consumer Research, Vol.31, No.2, pp. 390-401.
• Gollety, M. and Guichard, N. (2010), “The dilemma of flavor and color in the choice of
packaging by children”, Young Consumers, Vol. 12 No. 1, pp. 82-90