The Impact of Visual Packaging Design on Perceived Food Product Quality and Brand Preference with Moderating Effect of Gender

Abstract

The purpose of the study is to explore the influence of visual packaging design on perceived food product quality and brand preference with moderating effect of gender. The study used the fast food industry for analysis and analyze how the packaging (colors, logos, graphics) of fast food products impact on consumer perception about the product. An adopted questionnaire used in the analysis. The study offers directions for understanding the effects of visual packaging on brand preference and perceived quality.