| dc.description.abstract | Transparency is product packaging has become increasingly popular in the FMCD fields. However, knowledge about certain effects on consumer perception or purchase intention are little to be known. This research here was conducted in order to address this vital issue. Over 300 persons who took part in an online survey and provided the product evaluations of 4 different product packaging designs shown visually, along with their rated willingness to purchase for every single of them. The survey consists of 3 different package designs (transparent, graphic, blank) for 4 different products (Instant noodle, chocolate, rice and fish), which means there are total 12 designs. In order for the experiment to reach its full potential, all brands used were “mock-up” brands (that do not exist in real life). This was done to avoid the familiarity or previous experience of participants. The outcomes emphasized the importance of transparent packaging because it raised the willingness to purchase, expected freshness, and expected quality at certain level. Moreover, the expected tastiness, innovation and over likeness of all the products shown were alleviated.
There is a wide range of implications of this study that brand managers, marketers and public health researcher should consider for the work or project. | en_US |
