Consumer Psychological Impact on Food Packing Design Essay

Consumer Psychological Impact on Food Packing Design


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With globalisation and advanced fabrication engineerings, there exists increasing competition in today ‘s planetary market. In order to win the market, the manufacturers make attempts to do good wadding design. Harmonizing to Golnesa A. and Hamid R. B.,2013 packing played a more of import function as a tool to pass on with the consumers and colour, design and the size of packing influenced consumers’ buying behaviour. Panwar, 2004 besides pointed out that packing determinations was considered in early selling programs. Schoell, 1985, stated that wadding was cardinal factors which was dominant to successful market and was considered as an of import integrative portion of the merchandise. The wadding of a merchandise was defined as any container in which the merchandise was input and on which merchandise information is communicated with the consumers ( Berkowitz et al, 1989 ) . Before doing purchase picks, the first thing the consumers saw was packing. Most consumers made the purchase determination at the shelf, merely judgment by the wadding ( Ferrell, 1987 ; Frontiers, 1996 ) . Due to consumer Psychological Impact, packing should be designed to be consistent with the trade name, advertise, monetary value and distribution of the merchandise ( Lu et al, 2007 ) .

The overall characteristics of the wadding could show that of the merchandise, which could pull the consumers who have trade name penchants. The higher quality the wadding communicated, the higher quality the consumers considered the merchandise to be.If the wadding was low quality, consumers thought the merchandise itself as “low-quality” merchandise ( Silayoi and Speece,2004 ) . Due to consumer Psychological Impact the wadding communicated favourable or unfavourable implied significance. ( Underwood et al. ( 2001 ) . Harmonizing to Imram, 1999, packing could be a stimulation for consumers to do a bargain determination on nutrient merchandise. Imram, 1999, considered that consumers’ perceptual experiences of colour were associated with other quality properties, such as nutrition and i¬‚avor. Underwood et al. , 2001 proposed the same position with Imram, 1999. He said that ocular imagination on the wadding was indispensable property and images on the wadding were a strategic method to pull consumers’ concern, because images were highly graphic stimulations. Ocular packing information might pull consumer attending and advance the consumers to do a bargain determination on the content. A well-designed merchandise image might arouse positive association with the product.Research showed that consumers tended to fit form and colour of wadding, with the features of the merchandise itself ( Smets & A ; Overbeeke, 1995 ) .Packing design had become important factors as in selling and played an of import function in pass oning with the clients. Czinkota & A ; Ronkainen ( 2007 ) considered that packing design was connected to other variables in selling. Harmonizing to Stewart 2004, when planing a new wadding, consumers’ purchasing behaviour and consumers’ penchants were should be taken into consideration.

Literature reappraisal

Packing was the enclosure of a physical object. Harmonizing to Panwar ( 2004 ) Packing was the act of incorporating, protecting and conmunicating the contents. with self-service increasing in supermarket and consumers’ life style changing, packing bit by bit grew as a tool of gross revenues publicity and stimulation to purchasing determination. It attracted consumer’s attending. On the other manus, Lamb et Al, ( 2004 ) , argued that packing had four of import maps: protecting merchandises, advancing merchandises, Facilitating the storage and usage of merchandises and cut downing environmental harm, which would be influenced by consumers psychological. When doing a purchase determination, perceptual experience is rapid, well- designed wadding promoted the merchandises. ( Rettie & A ; Brewer, 2000 ) . The wadding of a merchandise communicated with consumers and attracted consumers’ attending ( Garber, 1995 ; Moers, 2007 ) . Harmonizing to Becker, Van Rompay, Schifferstein and Galetzka ( 2010 ) in the oculus of the consumer, packing might be specifically designed.

Bloch, 1995 stated that the form of a merchandise could act upon the consumers’ responses. Holbrook & A ; Zirlin, 1985 argued that it might arouse feelings of enjoyment. Harmonizing to Nussbaum ( 1993 ) , the form of a merchandise was of import communicate with consumers. Berkowitz ( 1987 ) besides supported this position, sing that merchandise form created an initial feeling. Sometimes different forms could arouse different responses Harmonizing to Guthrie & A ; Wiener, 1966 and Arnheim, 1974 angular forms meant to be aggressiveness and confrontation, compared to round forms. Harmonizing to Berlyne ( 1976 ) , angular forms was associated with traits that express stamina, energy, and strength.while rounded forms was associated with traits that express friendliness, accessibility, and harmoniousness. Aronoff, Woike & A ; Hyman, 1992 supported that worlds associated heat with unit of ammunition elements and menace with crisp elements.

Crowley, 1993 argued that colour had effects on consumers’ behivior. It might bring forth pleasant feelings ( Bellizzi & A ; Hite, 1992 ) . Harmonizing to Birren ( 1956 ) , colour could efficaciously be used to pass on certain merchandise features. Furthermore, people might fit the gustatory sensation of a sweet with the colour of wadding ( Smets & A ; Overbeeke, 1995 ) , which meant that colour could conmmunicate information to consumers. The chromaticity, the impregnation and brightness of a colour could convey emotional consequence on consumers. ( Valdez and Mehrabian,1994 ) .Sarah Tornetta,2015, consumers associated colourss with significances. Furthermore packing in similar colourss might pull attending of the consumers who seek the merchandises by trade name or merchandise class. Novel colourss might pull clients who prefer to novelty. ( Kauppinen-Raisanen et al. 2010 ) .

Pinya Silayoi & A ; Mark Speece,2007, argued that packing size besides was a important factor. Harmonizing to Raghubir and Krishna, 1999, consumers used packing size to do volume judgements. In General, consumers considered more extended wadding to be larger. Different packing sizes potentially attracted consumers attending with the low monetary value ( Prendergast and Marr,1997 ) . When merchandise quality was same or hard to find, consumers tended to purchase the 1 in little wadding size.Silayoi et Al. 2007 stated that packing sizes depended on the different engagement degrees. By and large, the low engagement nutrient merchandises have reduced packing with a low monetary value. He besides supported that the extended form with appropriate size resulted in the consumers’ thought of the packing holding larger merchandise volume and with high cost.

Harmonizing to Coulson, 2000, packing communicated merchandise information with consumers, merchandise information itself impacted on consumers’ determinations. Manufacturers tended to foreground the importance of labeling, leting consumers to see taking carefully the options.However, excessively much information packing information, with little founts could make confusion. Mitchell and Papavassiliou ( 1999 ) proposed that manufacturers choose fewer alternate trade names and measure fewer properties.

Packing design played a critical function in the buying determination. Murphy ( 1997 ) indicated the importance of packing design and its influences on Consumers’ behaviour. The packing design attract consumers’ scrutiny of the merchandise. The packing design were involved in the consumers’intent to choose and buy the merchandises. ( Holmes et al. 2012, P. 110. ) . Harmonizing to Stewart 2004, when the consumers need make up one’s mind which to purchase among the merchandises they might buy, boxing would act upon the purchasing determination. Silayoi and Speece ( 2007 ) proposed that both manufacturers and interior decorators need see consumers’ yesteryear experiences and demands ; understand how packing design attracted customers’ attending ; and measure wadding design..


Gaafar M. A. and Ra’id S. A. 2013 ‘s research inquiry was whether packing influenced consumer ‘s perceptual experience of merchandise

Liza Becker, 2009 ‘s research inquiry was the followers:

Can packing design have an consequence on consumers’buying determination?

What sort of packing make people pull illations about the merchandise, attributes, or content?

Sarah Tornetta,2015, ‘s research inquiry was how the psychological science of colour of packing influenced buying behaviour.

Polyakova Ksenia,2013 ‘s research inquiry was the undermentioned

How does the packing influence on the consumer purchasing behaviour?

How does consumer comprehend the packing itself?


Gaafar M. A. and Ra’id S. A. 2013 carried out a questionnaire, in which 547 respondents was sampled, consisting 26 points and the informations collection in the questionnaire were analyzed by several statistical techniques eg. multiple arrested development analysis, to prove the hypotheses. Questionnaire was besides used by Liza Becker, 2009, which was carried out via an online. But Liza Becker, 2009 adopted different analysis method and what he used was an ANOVA analysis. Besides, Polyakova Ksenia,2013 applied qualitative and quantitative research methods.


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