AESTHETICS OF PACKAGING DESIGN AND CONSUMERS PURCHASE INTENTION OF READY-TO-EAT FOOD PRODUCTS AT THE POINT OF SALE

Abstract

Packaged food products are now available at grocery stores, which has increased consumer choice Moreover, competition between packaged food products has increased as well.

The consumers decision making process is strongly influenced by product packaging. Therefore, the objective of the study is to measure the effect of the product’s packaging (i-e., packaging materials, packaging graphics, typographic impression, and printed information) on purchase intension. Consumer of packed food in Muscat in the age group 20-48 were surveyed using a questionnaire adapted from previous studies. Random sampling was used in the collection of data from respondents. The sample size for the study was 209, representing 57% of male and 43% of female respondents. The hypotheses were empirically examined using regression analysis. The result indicates that product packaging, packaging graphics, and printed information have significant effect on consumer purchase intentions. Typographical Printing was found to have an in significant effect on consumer buying intentions     Printed information was also found to have the strongest influence on consumer purchasing intentions, followed by packaging graphics and packaging material. Future research could extend to other product categories and examine the aesthetics of typography under the influence of key demographic variables.