Aesthetics of Packaging Design and Consumers Purchase Intention of Ready-To-Eat Food Products at the Point of Sale

Publication Information

Journal Title: Asian Journal of Multidisciplinary Research & Review
Author(s): Noshaba Maryam
Published On: 30/04/2022
Volume: 3
Issue: 2
First Page: 153
Last Page: 165
ISSN: 2582-8088
Publisher: The Law Brigade Publisher

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Noshaba Maryam, Aesthetics of Packaging Design and Consumers Purchase Intention of Ready-To-Eat Food Products at the Point of Sale, Volume 3 Issue 2, Asian Journal of Multidisciplinary Research & Review, 153-165, Published on 30/04/2022, Available at


Packaged food products are now available at grocery stores, which has increased consumer choice Moreover, competition between packaged food products has increased as well.

The consumers decision making process is strongly influenced by product packaging. Therefore, the objective of the study is to measure the effect of the product’s packaging (i-e., packaging materials, packaging graphics, typographic impression, and printed information) on purchase intension. Consumer of packed food in Muscat in the age group 20-48 were surveyed using a questionnaire adapted from previous studies. Random sampling was used in the collection of data from respondents. The sample size for the study was 209, representing 57% of male and 43% of female respondents. The hypotheses were empirically examined using regression analysis. The result indicates that product packaging, packaging graphics, and printed information have significant effect on consumer purchase intentions. Typographical Printing was found to have an in significant effect on consumer buying intentions     Printed information was also found to have the strongest influence on consumer purchasing intentions, followed by packaging graphics and packaging material. Future research could extend to other product categories and examine the aesthetics of typography under the influence of key demographic variables.

Keywords: Product packaging, Packaging Material, Typography Impression, Packaging Graphics, Printed Information, Purchase Intention.

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