The effect of visual and informational packaging factors on repurchasing intention of edible items Motameni, A. 1, Moradi, H. 2, 3, Hemmati, A. 4 ïª, Hashemzade, A. 2, Moradi, V. 5

The effect of visual and informational packaging factors on repurchasing intention of edible items Motameni, A. 1, Moradi, H. 2, 3, Hemmati, A. 4 ïª, Hashemzade, A. 2, Moradi, V. 5

Abstract

Packaging is one of the most important factors in the field of marketing. By developing industries and emerging new technologies in different aspects of production the packaging industry was not divested as well and has its own effect on this crucial industry. Product packaging is the combination of various elements which can be effective in creating a vivid image on the consumer’s mind. The current research investigates the visual and informational effects of packaging on customers buying trends in food industries in Semnan. For this purpose, questionnaires have been designed to collect data and regression analysis and path analysis methods were used for hypotheses testing. Among the visual and informational factors, the information on package, shapes and size have the most influence on the repurchasing tendency of customers it should be mention the visual and informational factors have also significant and direct impact on customer’s perceived quality which has its own direct effect on tendency to buying. Considering the results of this study and its compatibility with the previous studies, researchers suggest that these factors should be applied in sales promotions in order to make customer loyal through the sales which guarantee future profit.

Keywords

packaging

Visual factor

Informational factor

Purchase intention

Food industry