The impacts of product packaging elements on brand image and purchase intention - An empirical study of Phuc Long's packaged tea products
Abstract
The sheer volume of products displayed in a supermarket may bombard consumers and make them confused and annoyed when going shopping. Over 50% consumers decide to buy products which they did not think about before at the point of sale. Therefore, how to gain consumer attention is the main concerned of this research, and improving product packaging is considered as an effective way. This paper aims to examine the effects of Product Packaging Elements on Purchase Intention through the mediating role of Brand Image, with the example of Phuc Long’s packaged tea products. Quantitative approach is applied with the sample size of 410 consumers living in Ho Chi Minh City, Vietnam. It is found that packaging font, picture, shape and color have both direct and indirect associations with consumer purchase intention while packaging product information, package–ease of use and handle have indirect ones. Besides, brand image plays as a good mediation role. On the other hand, packaging material and size do not have any influences. Suggestions are given to develop a differentiated packaged for tea products by: (1) using eye-catching pictures and (2) vivid colors, (3) designing a good packaging shape, (4) carefully choosing the amount of product information, and (5) designing an easy-handling, or –opening and –closing, or –disposing package. Furthermore, some basic guidelines for enhancing a strong brand image are also provided.
Index Terms—Brand Image, Packaging Design, Product Packaging, Purchase Intention