Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Does Packaging Influence Purchase Decisions of Food Products? A Study of Young Consumers of India

Author(s): Sanjeev Kapoor and Niraj Kumar

Influence of packaging on the purchase decisions of young consumers was studied by administering a specially developed questionnaire to 300 young consumers. Consumers' perception about the importance and influence of packaging on purchase decision was studied on five points Likert's scale. To identify important attributes and delineate underlying dimensions Factor analysis was performed. It was found that the majority of young consumers attached importance to packaging and were willing to pay a premium price for packaged food products. Key functional attributes related to safety and convenience, utility, and economic and social costs were considered consequential while making purchase decisions. Results showed that non- vegetarian consumers are more concerned with environmental issues than vegetarian consumers. The study not only contributes to understanding the influence of packaging on the purchase of food products but also provides insight into consumers' preferences to the marketers of food products.