Abstract
The present research is aimed to identify the effect of components of packaging on the behavior of food consumers. In this respect, first a deep examination of literature and the internal and external studies was performed in order to find out the fundamental basis for drawing out necessary prerequisites of measuring effects of packaging components. Accordingly, product package color, package design, and the size of the food package were identified as the fundamental factors influencing the behavior of food consumers. Thus, the research assumptions were regulated. One sample t-test was used to assess the assumptions. In order to analyze the view of respondents based on gender, an independent two sample t- test was used, and in order to analyze their views based on the level of education, income and age, a variation analysis test was used. The results show that the color of packaging, size of packaging and design of packaging have an influence (95% confidence) on the behavior of the consumer ranking the effectiveness of individual aspects shows that the color of packaging has the highest effect on the behavior of consumers.
Highlights
The consumer and his satisfaction are the essential matters which can lead to the promotion of an organization in the present competitive world
The results show that the color of packaging, size of packaging and design of packaging have an influence (95% confidence) on the behavior of the consumer ranking the effectiveness of individual aspects shows that the color of packaging has the highest effect on the behavior of consumers
Since the present research aims primarily to identify the effect of every aspect of product packaging on food consumer behavior, it can be said that the purpose of present research falls in the domain of practical research
Summary
The consumer and his satisfaction are the essential matters which can lead to the promotion of an organization in the present competitive world. The importance of the consumer and his satisfaction relate to global competition. It is important to consider what factors can be effective more exactly and completely in increasing the satisfaction of the customers. The role of packaging as a means of communication with the consumer and choosing trademarks is growing constantly. The behavior of the consumer has been a major issue of interest for the marketing researchers during the last decades. Variation of consumer behavior is because of the effect of different factors influencing the behavior and motivation of the person for purchase. The consumer is considered today as the major key to the success or the failure of a company
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