文章基本信息

标题：Influence of Product Packaging on Purchase Decisions
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作者：Mersid Poturak
期刊名称：European Journal of Social and Human Sciences
印刷版ISSN：1339-6773
出版年度：2014
卷号：3
期号：3
页码：144-150
语种：English
出版社：Faculty of Arts, Matej Bel University, Banská Bystrica, Slovakia
摘要：The aim of this research is to investigate the role of packaging on consumer buying behavior, to find out the relationship between package of product and its selling. How big is the importance of package in marketing communications, especially in the point of sale and how much does it influence consumer's purchase decision. The consumer buying behavior is dependent on the packaging and on its features. Packaging elements like color, background image, material, font style, design of wrapper, are taken as predictors. Data for this study were collected through the questionnaire as a method of qualitative research. 300 questionnaires were obtained in giving the final result of this research. Predicted outcome of research is that package performs an important role in purchase decisions.