Cultivating Consumer Choices: Exploring the Impact of Product Packaging Design on Purchasing Behavior in the Food Processing Industry of Metro Baguio (MBLISTTDA)

Abstract

This study investigates the influence of product packaging design on consumer purchasing behavior within the food processing industry of Metro Baguio, comprising Baguio City and its contiguous municipalities. The research aims to identify the specific packaging elements that significantly impact consumer purchasing decisions and examine the effects of various packaging attributes on consumers' choices in this region. The study encompasses packaging color, typography, visuals and mascots, and packaging format as key elements of interest. The significance of this study lies in its potential to elevate consumer perceived value of products through innovative packaging design and technology adoption within Metro Baguio's food processing sector. By embracing contemporary packaging practices, local food entrepreneurs can enhance their products' marketability and consumer impact. Using a descriptive research design and quantitative analysis, data was collected through a structured visual questionnaire. The findings highlight the preference for visually engaging packaging designs, particularly those incorporating mascots and emotive visuals. Positive responses to packaging colors emphasize their role in creating favorable impressions. The study also underscores the importance of transparent and accurate product information and visuals' influence on purchase intent. To optimize packaging's impact, local food processing businesses are encouraged to collaborate with young designers to create emotionally resonant packaging designs. Modern designs that resonate with the current generation can enhance emotional engagement, leading to stronger brand-consumer relationships, increased product desirability, and higher sales. Additionally, market research should inform packaging color choices to align with consumer emotions and cultural associations. Providing transparent and accurate information on packaging fosters trust while visually engaging images to enhance visibility and purchase intent. Prioritizing safe and eco-friendly packaging materials reflects consumer values and enhances brand perception and sustainability efforts.