Food packaging and its influence on consumer perceptions and purchase behavior
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Date
2014
Authors
Journal Title
Journal ISSN
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Publisher
Punjab Agricultural University
Abstract
The packaged food industry in India is an emerging market segment and this industry has grown to 11.5
per cent annually during the past five years. The present study was conducted to explore consumer
perceptions towards packaged food products and to examine the influence of packaging on purchase
intention and purchase behavior of food products. The categories for packaged food products selected for
the purpose of study were cereal products, bakery products, dairy products, ready-to-eat and ready-tocook
food products, beverages, meat and meat products, fruits and vegetables. A sample of 250
respondents was selected from three major cities of Punjab namely Ludhiana, Jalandhar and Amritsar on
the basis of convenience. Data were collected with the help of structured and non-disguised questionnaire.
Analysis was undertaken using statistical tools like frequency distribution, percentage, mean score,
standard deviation, analysis of variance and factor analysis. The study revealed that majority of the
respondents was aware of packaged food products. Major sources of awareness were sales person advice
and advertisements. Respondents perceive ‘nutritional value’, ‘variety’, ‘information regarding
ingredients’ and ‘selling price’, ‘easiness to use’, ‘reduction of uncertainty’ and ‘health claims’ as
important parameters while making a decision to buy packaged food products. The statistical results
highlighted that there is a significant difference in the perceptions of respondents towards parameters such
as ‘nutritional value’, ‘variety’, ‘information regarding ingredients’, ‘easiness to use’, ‘reduction of
uncertainty’ and ‘health claims’ while making decision to buy packaged food products among
respondents belonging to different income categories. Further, factor analysis highlighted factors such as
‘safety and trust’, ‘nutrition and price’, ‘quality and brand image’, ‘environment concern’, ‘Attractive
packaging’ influencing the purchase of packaged food product
Description
Keywords
Agribusiness Management, Agricultural Economics