Abstract
The recent growth in snack food types has led to increasing demand for attractive snack food packaging. To attract consumers’ attention successfully, it is essential to influence their decisions by meeting their packaging needs. This study examines the interrelationship between different packaging design characteristics and their influence on consumers’ purchase decisions. Twenty-five design professionals and 121 students participated in the study. A survey developed for applying the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was used to evaluate the importance of design characteristics. The results showed that color, shape, image, line, and typography were the five most essential design characteristics influencing consumer purchase behavior, and that image is the most significant impact factor on consumer purchase decisions. Surprisingly, materials and technology have little influence on consumers’ decisions. Therefore, enhancing these packaging design characteristics can improve the interaction between snack food packaging and consumers and increase food sales.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.