Economic Assessment of the Impact of Packaging Design on Consumption

Bassam Charif Hamdar; Abeer Khalil; Mohamad Bissani; Natalie Kalaydjian

doi:doi:10.11648/j.eco.20180701.15

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Economic Assessment of the Impact of Packaging Design on Consumption

Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian

Published in Economics (Volume 7, Issue 1)

Received: 9 May 2018 Accepted: 24 May 2018 Published: 11 June 2018

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Abstract

Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.

Published in	Economics (Volume 7, Issue 1)
DOI	10.11648/j.eco.20180701.15
Page(s)	27-33
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Consumption, Packaging Design, Buying Behavior, Consumer Response

References

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[11]	Kuvykaite, R., Dovaliene, A., and Navickiene, L. (2009). Impact of Packaging Elements on Consumers’ Purchase Decision, Kauno Technologijos Universitetas (KTU).
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[18]	Saeed, R., Lodhi, R. N., Rauf, A., Rana, M. I., Mahmood, Z., and Ahmed, N. (2013). Impact of Labelling on Customer Buying Behavior in Sahiwal, Pakistan, World Applied Sciences Journal, Vol: 24 (9), ISSN: 1250-1254.
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APA Style

Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian. (2018). Economic Assessment of the Impact of Packaging Design on Consumption. Economics, 7(1), 27-33. https://doi.org/10.11648/j.eco.20180701.15

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ACS Style

Bassam Charif Hamdar; Abeer Khalil; Mohamad Bissani; Natalie Kalaydjian. Economic Assessment of the Impact of Packaging Design on Consumption. Economics. 2018, 7(1), 27-33. doi: 10.11648/j.eco.20180701.15

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AMA Style

Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian. Economic Assessment of the Impact of Packaging Design on Consumption. Economics. 2018;7(1):27-33. doi: 10.11648/j.eco.20180701.15

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@article{10.11648/j.eco.20180701.15,
  author = {Bassam Charif Hamdar and Abeer Khalil and Mohamad Bissani and Natalie Kalaydjian},
  title = {Economic Assessment of the Impact of Packaging Design on Consumption},
  journal = {Economics},
  volume = {7},
  number = {1},
  pages = {27-33},
  doi = {10.11648/j.eco.20180701.15},
  url = {https://doi.org/10.11648/j.eco.20180701.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.eco.20180701.15},
  abstract = {Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.},
 year = {2018}
}

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TY - JOUR
T1 - Economic Assessment of the Impact of Packaging Design on Consumption
AU - Bassam Charif Hamdar
AU - Abeer Khalil
AU - Mohamad Bissani
AU - Natalie Kalaydjian
Y1 - 2018/06/11
PY - 2018
N1 - https://doi.org/10.11648/j.eco.20180701.15
DO - 10.11648/j.eco.20180701.15
T2 - Economics
JF - Economics
JO - Economics
SP - 27
EP - 33
PB - Science Publishing Group
SN - 2376-6603
UR - https://doi.org/10.11648/j.eco.20180701.15
AB - Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.
VL - 7
IS - 1
ER -

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Author Information

Bassam Charif Hamdar

Department of Economics, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Abeer Khalil

Department of Finance, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Mohamad Bissani

Department of Finance, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon
Natalie Kalaydjian

Department of Business Administration, Faculty of Business and Economics, American University of Science and Technology, Beirut, Lebanon

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APA Style

Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian. (2018). Economic Assessment of the Impact of Packaging Design on Consumption. Economics, 7(1), 27-33. https://doi.org/10.11648/j.eco.20180701.15

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ACS Style

Bassam Charif Hamdar; Abeer Khalil; Mohamad Bissani; Natalie Kalaydjian. Economic Assessment of the Impact of Packaging Design on Consumption. Economics. 2018, 7(1), 27-33. doi: 10.11648/j.eco.20180701.15

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AMA Style

Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian. Economic Assessment of the Impact of Packaging Design on Consumption. Economics. 2018;7(1):27-33. doi: 10.11648/j.eco.20180701.15

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@article{10.11648/j.eco.20180701.15,
  author = {Bassam Charif Hamdar and Abeer Khalil and Mohamad Bissani and Natalie Kalaydjian},
  title = {Economic Assessment of the Impact of Packaging Design on Consumption},
  journal = {Economics},
  volume = {7},
  number = {1},
  pages = {27-33},
  doi = {10.11648/j.eco.20180701.15},
  url = {https://doi.org/10.11648/j.eco.20180701.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.eco.20180701.15},
  abstract = {Packaging has become itself a sales promotion tool for commercial organizations. Consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The objective of this paper is to determine the effect of packaging design on consumer purchasing behavior, along with the identification of the main aspects that contribute to the packaging of a product. Packaging is believed to leave a certain positive or negative impression on the consumer which greatly affects the sales and the market share of a commercial organization. Thus, it is important to take into consideration the effect of the packaging of a product on the consumers’ buying behavior. By understanding how packaging affects the purchase decision, companies will be able to make the right decision when it comes to product packaging and presentation. This research identifies the relationship between the main variable, which is the consumer buying behavior, and the independent variables such as packaging elements and packaging quality. Upon distributing 150 structured questionnaires, primary research data was collected, and SPSS software was used to analyze and interpret the findings. The results of this research show the importance of having good packaging elements and quality in order to maintain a positive product image, and achieve a better market impact. Future research is proposed which can help in developing a better understanding of consumer buying response in relation to packaging elements and quality.},
 year = {2018}
}

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