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Investigating the impact of packaging innovation on market share: the case of Isfahan Refah chain store

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  • Seyed Fathollah Amiri Aghdaie
  • Effat Sadat Mahboobi Renani

Abstract

The purpose of this study is to investigate the effect of packaging innovation on market share. In order to collect data, a questionnaire has been developed, including effective measures on attracting customers. The questionnaire has been randomly distributed to 59 employees of the first branch of the Isfahan Refah chain store. Normal distribution test and linear regression technique have been used for data analysis. The findings imply that all of the hypotheses are approved and therefore, it is concluded that innovation in product packaging has a substantial role in increasing market share.

Suggested Citation

  • Seyed Fathollah Amiri Aghdaie & Effat Sadat Mahboobi Renani, 2017. "Investigating the impact of packaging innovation on market share: the case of Isfahan Refah chain store," International Journal of Procurement Management, Inderscience Enterprises Ltd, vol. 10(4), pages 431-443.
    • Handle: RePEc:ids:ijpman:v:10:y:2017:i:4:p:431-443
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