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The Influence of Packaging Design on Consumer Perception: Quality, Hygiene, and Value to Purchase Intentions

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Packaging is a crucial tool in marketing as it serves as a bridge between the product and
the consumer, influencing consumer perceptions, decisions, and preferences. It has evolved to
become a core component of marketing strategies, incorporating sensory elements to attract
customers and convey subtle cues about the product. This study aims to investigate consumer
perceptions of quality, hygiene, and value in relation to various packaging designs, as well as their
impact on purchase intention. Employing a hybrid methodology comprising questionnaires and
experimental approaches, the research discerns that opaque packaging dominates all aspects of
consumer perception while double-layer packaging may offer better protection against bacteria.
The findings highlight the importance of packaging quality as a primary factor influencing
purchase intentions. It also found that consumer perception and purchase intention are deeply
influenced by psychological factors, particularly the interplay of color, shape, and design. The
study also recognizes the burgeoning concern for sustainable packaging and suggests that future
research could delve deeper into this area.

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Availability

Detail Information

Series Title

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Call Number

MBM 24-002

Publisher

i3L, Jakarta : i3L, Jakarta., 2024

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Quality
Hygiene
transparent packaging
opaque packaging
double layer packaging

Specific Detail Info

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Statement of Responsibility

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Other version/related

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