The influence of visual packaging design on perceived food product quality, value, and brand preference

The influence of visual packaging design on perceived food product quality, value, and brand... Purpose – Although the increase in point‐of‐purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference. Design/methodology/approach – A self‐administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study. Findings – The empirical results show that attitudes toward visual packaging directly influence consumer‐perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference. Originality/value – This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The influence of visual packaging design on perceived food product quality, value, and brand preference

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
D.O.I.
10.1108/IJRDM-12-2012-0113
Publisher site
See Article on Publisher Site

Abstract

Purpose – Although the increase in point‐of‐purchase decisions heightens the communication potential of food product packaging, empirical research on understanding how visual packaging affects consumers' subsequent product and brand evaluations and perceptions is scant. This study seeks to develop a theoretical model to show the effects of consumer attitudes toward visual food packaging on perceived product quality, product value, and brand preference. Design/methodology/approach – A self‐administered questionnaire developed from the literature was conducted, and 315 undergraduate students participated in the study. Findings – The empirical results show that attitudes toward visual packaging directly influence consumer‐perceived food product quality and brand preference. Perceived food product quality also directly and indirectly (through product value) affects brand preference. Originality/value – This paper offers directions for understanding the effects of visual packaging on positive consumer product and brand evaluations. Based on the study findings, food firms should emphasize the visual packaging design factors such as color, typeface, logo, graphics, and size to form consumers' positive perceptions and brand preference.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Aug 30, 2013

Keywords: Food products; Visual product packaging design; Perceived quality; Perceived value; Brand preference; Consumer behaviour

References

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