Investigating the effect of packaging design on persuading consumers to buy

Researchers at the Islamic Azad University in Iran investigated the role of packaging design on persuading consumers to buy different products. Based on the results of their survey, they derived five factors including requirement attributes, proportionality components, consumer choice, product appearance attractiveness and consumer characteristics.
The second factor includes four sub-components where elasticity to size of package is the number one priority on convincing customers to purchase. The third factor includes three sub-components where graphical elements are the most important component. An article about the research is published in Uncertain Supply Chain Management.
Click here for the article (180 kB).

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