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Influence Of Packaging Elements On The Purchase Decision-Making: A Study On The Bar Soap Users Of Dhaka City, Bangladesh

Author

Listed:
  • Tanzina AKHTER

    (University of Dhaka, Bangladesh)

  • MD NUR-AL-AHAD

    (Toyohashi University of Technology,Japan)

Abstract

In this growing competitive market, packaging has become a vital part of the selling process for communication and branding. However, due to the changes in consumer's lifestyle and increasing self-service usage, the packaging is considered a salient salesman for tangible products. So, there is a gap to explore how different combination of packaging elements can impact the buying decision process of FMCG products. Therefore, this paper aims to investigate the influence of different visual and verbal elements on the purchase decision-making of Dhaka city consumers in the context of bar soap. The quantitative research method was adopted using data obtained from 243 residents from three different areas of Dhaka city.Data were then analyzed using Structural Equation Modeling (SEM) with smartPLS version3.The paper concludes that packaging color and background image are significantly related to soap users' purchase decision-making. However, font style, shape, printed information, and materials are found insignificant in this study. Based on these findings, important implications and guidance are provided for the marketers.

Suggested Citation

  • Tanzina AKHTER & MD NUR-AL-AHAD, 2021. "Influence Of Packaging Elements On The Purchase Decision-Making: A Study On The Bar Soap Users Of Dhaka City, Bangladesh," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 161-180, November.
    • Handle: RePEc:aio:manmar:v:xix:y:2021:i:2:p:161-180
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    References listed on IDEAS

    as
    1. Gonzalez, Maria-Paz & Thornsbury, Suzanne & Twede, Diana, 2007. "Packaging as a Tool for Product Development: Communicating Value to Consumers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(1), pages 1-4, March.
    2. Getie Andualem Imiru, 2017. "The Effect of Packaging Attributes on Consumer Buying Decision Behavior in Major Commercial Cities in Ethiopia," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(6), pages 43-54, December.
    3. Peter A. Rogerson, 2001. "Monitoring point patterns for the development of space–time clusters," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 164(1), pages 87-96.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    packaging elements; purchase decision-making; Bangladesh; bar soap; structural equation modeling;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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