Chocolate: effect packaging and brand on purchase intention

Researchers at the Islamic Azad University in Iran studied the impact of chocolate packaging and brand on the purchasing decisions of a number of Iranian children and their parents. They also aimed to investigate the role of pester power as a moderating variable in the relationship between children’s purchasing decision and that of their parents. The results show that packaging and brand have a positive effect on parents. However, children were only influenced by packaging, and not brand. They also found that children influenced their parents during store visits. The findings can be useful for all manufacturers of goods. An article about the research is published in the British Food Journal.
Click here for an abstract of the article.

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