Paper presented in 2014 Annual Conference of the Emerging Markets, IIM Lucknow

Presented By: Hamendra DangiPritha SarkarVinita Hatadia

IMPACT OF PACKAGING ON CONSUMERS

In stores, package is the first thing a consumer experiences while buying a product.

It creates an impression in the minds of the shopper and leaves an impact as the shopper decides to buy or not to buy the product in their current and subsequent purchases.

In buying process, there are individual design elements of the package like color, logo design, font that impact the purchase decision of a consumer up to a certain level.

In these contexts packaging not only plays an important role in establishing brand recall in the minds of consumers for low involvement products, but also adds newness to the brand in case of declining level of simulation during each purchase.

How the brand is packaged creates an impression in the minds of the shopper during the first moment of truth at the point of sales.

Message on a bottle: the wine label’s influence (Scott Sherman and Tracy Tuten, 2011)

CUEING THE CONSUMER: THE ROLE OF SALIENT CUES IN CONSUMER PERCEPTION (Gail Tom, Teresa Barnett, William Lew, Jodean Selmants, 1987)

• The target audience is influenced by every aspect of the product including the packaging. • The author concludes that wine associates itself with traditional label designs• Moreover, the label and name matters most when the wine is given as a gift, as it relay information on the gift’s value and intent

• This study talks about color being the influential factor in cueing customers rather than the taste of something• The Shining labels/wrappers on cold drink bottles are cue to consumers that drink is less expensive whereas dull label directly indicates that it is more expensive• Consumers are willing to pay more for expensive-looking, foil-packaged chocolate candy, especially a package with a designer label (e.g., Bill Blass), than for chocolate candy with less fancy packaging.

The dilemma of flavor and color in the choice of packaging by children(Mathilde Gollety and Nathalie Guichard, 2011)

Exploring consumers’ product-specific color meanings (Hannele Kauppinen-Ra¨isa¨nen, Harri T. Luomala, 2010)

• Color mainly has three dimensions: light (clarity), shade (or tone), and the saturation (chromatic purity). Small variation in any of these dimension lead to different results• Colored messages on packets seem to be more superior over black & White messages• Products when kept in shelves, strong color packaging attracts consumer attention more than lighter color packaging

• The color aspect communicates about the product and how the consumer feels about it• Each color is associated with an opinion (comment) about the product that relates the color to it• The use of dissimilar color is helpful in involuntary action of choosing the brand

Various Hypothesis were formed and then we tried to reject null hypothesis:

• Andrew, P. and Conroy, D. (2006), “Sensory Stimuli and e-retailers”, Journal of Consumer Behavior, Vol. 5, pp. 69-81

• Creusen, M.E.H. and Schoormans, J.P.L. (2005), ” The different roles of product appearance in consumer choice”, Journal of Product Innovation Management, Vol.22, No. 1, pp. 63-81.

• Doyle, J.R. and Bottomley, P.A. (2004),” Font appropriateness and brand choice”, Journal of Business Research, Vol. 57, pp. 873-880.

• Folkes, V. and Matta, S. (2004), “The effect of package shape on consumers’ judgments of product volume: attention as a mental contaminant”, Journal of Consumer Research, Vol.31, No.2, pp. 390-401.

• Gollety, M. and Guichard, N. (2010), “The dilemma of flavor and color in the choice of packaging by children”, Young Consumers, Vol. 12 No. 1, pp. 82-90