Role of Product Appearance in Consumer Choice of Packaged Food Products for Children
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Date
2016
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Publisher
Punjab Agricultural University, Ludhiana
Abstract
The study was conducted to analyze the perceptions of consumers towards product
appearance, and to explore the influence of product appearance on purchase intention of
consumers. A sample of 280 respondents was selected using convenience sampling. Data was
collected with the help of a structured and non-disguised questionnaire. Data analysis was
undertaken using statistical tools like mean-square, chi-square test, analysis of variance,
correlation and factor analysis. The study revealed that a large majority of the respondents
was aware of packaged food products and were attracted by product appearance. The
respondents reported that their children were attracted by product appearance attributes such
as flavour, packaging, product ingredient/ fruit content display, cartoon character, shape, color
and design. Organised retail outlets and nearby convenience stores were found to be prefered
store types for purchase of packaged food products. In- store presentations, friends and
relatives and T.V. advertisements were found to be important sources of information. The
study highlighted that correlation existed between color, jingle, logo, packaging, cartoon
character, and shape. Principle component analysis generated factors such as product shape,
packaged design and product ingredient display as different factors influencing the purchase
of packaged food products.
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