The Effect of Packaging Size on Purchase Intention: The Case of Tunisian Olive Oil in the USA Market

Abstract

In response to today’s needs and changes in the international market in which many products travel all around the world, this study investigates the impact of packaging size upon perceived value for money and purchase intentions. Although existing literature has provided ample evidence that packaging size is able to influence consumers’ behaviour and decision-making, still scarce research has explored what the size should be to succeed in exporting to new markets and attract more consumers, so it can possibly enhance perceptions value for money and lead to higher purchase intentions. This research examines how packaging size can influence purchase intention when this relation is mediated by value for money and identifies the optimal packaging size for olive oil bottles in the USA market. Experimentation was the selected methodology for our study and two online surveys were conducted for data collection. Our findings reveal that consumers prefer small packaging of olive oil bottles. This research provides important implications for managers who will improve their sales by taking into account the value for money approach and adapt Olive Oil packaging size to the specificities and preferences of the target market.