Volume 7, Issue 1, March 2018, Page: 27-33
Economic Assessment of the Impact of Packaging Design on Consumption
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
Received: May 9, 2018;       Accepted: May 24, 2018;       Published: Jun. 11, 2018
DOI: 10.11648/j.eco.20180701.15      View  1395      Downloads  139
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.
Consumption, Packaging Design, Buying Behavior, Consumer Response
To cite this article
Bassam Charif Hamdar, Abeer Khalil, Mohamad Bissani, Natalie Kalaydjian, Economic Assessment of the Impact of Packaging Design on Consumption, Economics. Vol. 7, No. 1, 2018, pp. 27-33. doi: 10.11648/j.eco.20180701.15
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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