11-06-2014, 04:25 PM
Impact of Package Elements on Consumer Purchase Decision Economics & Management
ABSTRACT
Material are the most
important visual elements for purchasing both milk (size and material 3.80) and washingpowder
(resp.: 3.87 and 3.41); whereas, in this case form, color and graphic could be treated
as unimportant elements of package. When analyzing importance of verbal elements, it could
be stated that product information (4.24 for milk and 4.06 for washing-powder) and countryof-
origin (resp.: 4.22 and 3.88) are the most important elements. Furthermore its worth to
add, that producer and brand couldn’t be underestimated too, because the importance of both
of these elements is treated by customers above the average. Comparing the impact of visual and verbal elements of package on consumer’s purchase decision it could be stated that
verbal elements are more important than visual ones, when purchasing both milk and
washing-powder. According to the research model developed the impact of package’s
elements on consumer’s purchase decision depending on time pressure, consumer’s
involvement level and individual characteristics were analyzed.