EFFECT OF PACKAGE DESIGN AND LEVEL OF INFORMATION ON CONSUMERS’ PERCEPTION OF HAIR

CONDITIONER PRODUCTS

BY
MUSKAAN BHATIA
muskaan.13118@stu.pearlacademy.com

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PREAMBLE

Packaging can be viewed as consisting of an array of structural, graphical and verbal design features that may
serve as consumer cues ( (Magnier, 2015); (Rettie, 2000); (Underwood, 2003)). Structural features consist of the
material type, shape, size, weight and texture, while graphic features include the colours, imagery, graphics and
typewriting ( (Magnier, 2015) (Magnier, 2015); Underwood, 2003). Verbal features consist of explicit textual
information available on the package ( (Magnier, 2015); (Rettie, 2000); (Van Rompay, 2014)) and often relate to
information about the product contained within (e.g., ingredients, directions to apply, maximum retail price, best
by date, brand name). Packaging may play a large role in implicitly cueing sustainability, in particular because
packaging material directly affects the environment (e.g., due to production and energy consumption), but also
because the packaging provides graphical cues for sustainability inference through colours, labels, fonts, etc. (
(Magnier, 2015); (Pancer, 2015)). Verbal stimuli can more directly communicate the products’ benefits which
might lead to an increased interest and intention of the product. (Carrillo, 2012) In general, packaging elements
can be classified into two main categories (Ampuero, 2006) graphic elements—including colour, font type, the
shape, size, and type of images introduced—, and structural elements—including the shape, size of the containers
and the materials used to manufacture them. When consumers are shopping for everyday products such as hair
care or beauty products, they often base their purchase decisions on the product’s visual appearance ( (Bloch,
1995) (Crilly, 2004) (Fenko, 2010). It is also estimated that 73 percent of purchase decisions are made at point of
sale. In scanning packs at point of sale, perception is rapid, and quick recognition is important for inclusion in the
decision process (Rettie, 2000).The package of a product is a suitable attribute to attract attention, but also to
communicate with consumers (Garber, 1995); (Moers, 2007). According to (Murray, 2002) a products' packaging
attributes can also predispose the consumers to purchase, whilst products' sensory attributes confirm liking and
may determine repeat purchases. The symbolic and aesthetic role that a product package fulfils also appears to
have the most significant effect concerning product preference ( (Creusen, 2005)The underlying principle is that
consumers create an expectation of one product impression (for instance perceived taste) through the impression
of another resource (such as seeing the product package) ( (Pinson, 1986); (Krishna, 2006)). This will especially
occur when consumers have no previous experience with the product, or when it comes to everyday products
(groceries, body care). When buying everyday products consumers often have no time or motivation to gather
information and to process product information. People therefore make intuitive connections between sensory
perception. Therefore, a product’s visual appearance and cue i.e. product’s packaging is a sales agenda that can
be used in order to attract attention from consumers and to communicate with them.
Garber (L.L. Garber, 2000) has observed that though the package design is an integrated element of the
promotional mix, it is also an important carrier of brand equity in the store. Packaging communicates brand
personality through many elements, including a combination of brand logo, colours, fonts, package materials,
pictorials, product descriptions, shapes and other elements that provide rich brand associations (Underwood,
2003). A study performed by CM Research (cited in Gautier, 1996, p.37) demonstrated that consumers ‘did not

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consciously believe they were purchasing products because of the packaging alone… There are strong indicators,
however, of the subconscious influence of the packaging on the purchasing processes. While some research was
conducted by Wisenblitz (Wisenblitz, 1999) on colour choices with packaging in fast moving consumer goods,
they also highlighted the need for more research into colour as a stimulus when they stated that ‘colour research
in the field of marketing still appears to be in its infancy’ (p. 86). Underwood (Underwood, 2001)highlighted the
importance of both colour and packaging as a brand communication vehicle.

HYPOTHESIS

Attractive packaging and the point to point information on the product simulates the consumer’s attention
towards the product.

OBJECTIVES
o to determine the effect of packaging colour and visual cue on buyer’s purchase decision;
o to examine the impact of materials used in the packaging of the product on the buyer’s purchase
decision;
o to examine the influence of the style and appearance of the fonts/text on the package of the product on
the buyer’s purchase decision; and
o to examine the impact of information printed on the packaging on buyer’s purchase decision.

RESEARCH DESIGN

The research design will include a research wherein the consumers are asked questions on the stimulation with
the product’s packaging look and design. Firstly, can check on the information available on the brand’s website
showing the brand’s sale affected by the packaging of the products. Also, it will include surveys, questionnaires
and interviews to gather the opinions and attitudes of the people towards the product if it is visually attractive
and the level of information is apt.

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SCOPE

This study can be of use to the product designers of hair care products as well as body care products, every day
food items like bread and butter, or any other grocery; and using it as the most important marketing tool to
improve sales and increase the prices.

SIGNIFICANCE

The exploration of the study will help establish the need for better packaging of the product and its major role as
a marketing tool to gain customer attention. The level of information on the product will provide a major value to
the sales. It will help the brand realise the importance of packaging and the various elements involved in the
looks and design of the product. The aesthetic elements of the packaging will thus allow the consumers and the
companies to enhance their search to buy/look better simultaneously.

LIMITATIONS

The study is limited to some area of the geographical group of women/men according to the popular choice for
whichever packaging will provide a better visual cue for the customers. However different age groups might react
differently towards the product’s look. So, the major limitations that will be faced during the research will be:
o Unwilling respondents uninterested in the survey
o Ignorance towards the products and the market
o Geographically limited to specific area

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