The impact of packaging design aesthetics on consumer attitudes in the beverage sector

Abstract

Purpose: This study is being carried out to obtain an insight on the impact of different package design forms on consumer attitudes in relation to fruit juice packaging. Design/Methodology/Approach: The deductive approach within the positivist philosophy has been adopted for the study. Primary Data was collected by means of an online questionnaire whereby participants were asked to state which preferences they had in relation to a number of attributes related to fruit juice packaging. Secondary data was obtained by researching scholarly papers on related subjects. Findings: Primary research provided support to the research hypotheses about consumer preference to transparency, elongated shapes and glass material but failed to support the hypothesis on customer preference for curvy container forms. A hypothesis on consumer brand recognition has also not been supported. Research Limitations: The study was limited by time and sample size. Anonymity of primary data information precluded the possibility of follow up. Reliance on self-reported data and lack of specialised literature on fruit juice packaging also constituted limitations to the study. Practical Implications: The results of the study can assist marketers to understand consumer needs and perceptions better in order to be able to satisfy their requirements. The results also open the way for further studies to enter into more specific details about consumer responses to package design aesthetics. Originality/Value: Research was carried out by means of an original online survey specifically designed for this research project. The study is an original one and outcomes compare well with similar studies and with expectations as derived from secondary data.