CUSTOMER PERCEPTION OF PACKAGE ELEMENTS AND PURCHASE INTENTION

CUSTOMER PERCEPTION OF PACKAGE ELEMENTS AND PURCHASE INTENTION ( A CASE STUDY OF TWO(2) BRANDS OF AIR FRESHNERS

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CHAPTER ONE

INTRODUCTION

• Background of the study

Consumers nowadays are bombarded with too many marketing stimuli, clues in order to being attracted by different companies. In this line Keller (2008) states that consumers are exposed to more than 20,000 product choices within a 30-minute shopping session. The primary purpose of packaging is to protect the product, but packaging can be used by companies as an instrument for promoting their marketing offer, and for boosting their sales. A good packaging helps to identify and differentiate products to the consumers. Packaging is used for easily delivery and safety purpose. Packaging helps companies differentiate the product from other brand. Companies must understand what influences consumers in their consumer buying process. They must also understand what factors influences the buying behavior and what is the role of the packaging elements toward buying decision process of consumers during their purchase decision. Market research helps companies to create the ‘right’ packaging for a product, as well as the packaging elements that might be of importance to consumers.

In recent environment, there are large numbers of companies which also deliver the identical product in market. Consumer face experience of thousands brands in single visit to market. In this competitive environment packaging become effective tool to capture the consumer purchase intention (Ranjbarian, 2009. In this competitive environment packaging help to differentiate the product or achieve competitive edge (Klimchuk & Krasovec, 2007). According to (Nilsson & Ostrom) graphic includes name, typography and structure design include size of packaging or products. All packaging dimension have positive effect on consumer brand experience and purchase decision, it lead toward the brand loyalty. Packaging becomes useful tool to convenience marketers to capture the customer attraction and get competitive advantage or competitors. Color of packaging is important because of this part is differentiate to other company products. Packaging color is the more attention the customers about products. In competitive environment company used different packaging color for attractive and remind the consumers. Packaging material is also important factors because that the prevent looses, if material used sufficient then customers are attractive to the products. Font style is print on the packaging according to the customers perception, because those companies which used the best font style capture market successfully.

The most important aspect of the product is the packaging and often to the critical factor in the success of failure of the given product (Schoell, 1985). According to the silayoi and speece (2007) following are the element of the packaging (shape, color, symbol, graphics patterns, pictures, size). Images are important since they may serve as a diagnostic piece of information in some product purchase situations (underwood et al., 2001). And also strongly associated with the different brand (Madden et al,. 2000). Packing shape and size have an impact on a consumer’s purchasing decision. Mostly consumers are attracted with that product which can use easily and carry (silayoi, speece 2004).

• STATEMENT OF THE PROBLEM

It is important to note that due to changing customer attitudes and behavior dynamics, good quality products with modern design and flexible, proportionate and consistent with consumer perceptions and also provided. Expansion a new package requires the development of packaging in completely different angles. (Mohammad Nejad, 2014) Most previous studies have pointed out to the factors, features and specifications of packaging on consumers’ purchase intentions in different approaches. With previous studies and the lack of understanding of cognitive-perceptual approach in this area prompted we to evaluate customer perception of package elements and purchase intention. The study uses two brands air freshner as a case study

• OBJECTIVE OF THE STUDY

The objectives of the study are;

1. To ascertain how packaging components (color, size, design, printed information) influence consumer perception on air freshner
2. To ascertain effective packaging guide, the marketers to gain the customer loyalty
3. To ascertain product packaging change the perception of consumers, which effect over purchase intention
   • RESEARCH HYPOTHESES

For the successful completion of the study, the following research hypotheses were formulated by the researcher;

H₀: there is no effective packaging guide, the marketers to gain the customer loyalty

 H₁: there is effective packaging guide, the marketers to gain the customer loyalty

H₀²: product packaging does not change the perception of consumers, which effect over purchase intention

H₂: product packaging change the perception of consumers, which effect over purchase intention

• SIGNIFICANCE OF THE STUDY

The study will be very significant to students and manufacturing companies. The study will give a clear insight on the customer perception of package elements and purchase intention. The study will also serve as a reference to other researchers that will embark on the related topic

• SCOPE AND LIMITATION OF THE STUDY

The scope of the study covers customer perception of package elements and purchase intention. The researcher encounters some constrain which limited the scope of the study;

1. a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher is insufficient, thereby limiting the study
2. b) TIME: The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

1.7 DEFINITION OF TERMS

CUSTOMER PERCEPTION: Customer Perception is a marketing concept that tells us what customers think about a brand or a company or its offerings. It can be positive or negative feelings, perceptions, inhibitions, predispositions, expectations or experiences that a customer has.

PACKAGE: Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing packages

PURCHASE INTENTION: In simplest of terms, purchase intention is the likelihood of a customer buying the same product again based on their purchase history. Or it can also be the NEED of a product which is driving the customer towards a purchase. Basically, the customer is now intent on buying a product and therefore is a prime potential.

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