| Pub. Date | : Feb, 2024 |
|---|---|
| Product Name | : The IUP Journal of Marketing Management |
| Product Type | : Article |
| Product Code | : IJMM070224 |
| Author Name | : Samir Sarkar and Jennifer Rehman |
| Availability | : YES |
| Subject/Domain | : Marketing |
| Download Format | : PDF Format |
| No. of Pages | : 33 |
The packaging of food products is turning out to be an essential vehicle of communication. The paper examines food packaging and its elements, and how they impact the buying behavior of consumers. Exploratory research was conducted on the displayed extrinsic cues on packaging of food items. Structural equation modeling was used to measure the interrelationship between external cues and buying behavior. The study found that extrinsic cues such as brand name, price displayed, date of manufacturing, country of origin, design of wrapper, color of the package, and nutrition information significantly influence consumers' purchase decision. It also found that male and female buyers responded in similar manner to all cues on the package, except for 'country of origin'.
Packaging has become an important element of modern lifestyle. A food package must display all the necessary details about the product for the consumer to make an informed decision. In this era of modernization and competitive marketing, a distinctive and ingenious packaging plays a significant role in boosting sales.
Historically, the main function of packaging was to contain food. It was not long after that preservation became another value add for packaging. But things have changed and times are complex now. So, modern food packaging must do more than just containing and preserving food (Shin and Selke, 2014).