The Influence of Color and Shape of Package Design on Consumer Preference: The Case of Orange Juice

Autor:	Juan Carlos Londono, Ravi Chitturi, Carlos Alberto Amezquita
Rok vydání:	2019
Předmět:	Orange juice Package design media_common.quotation_subject Perception Quality (business) Product (category theory) Business Marketing Packaging and labeling Preference Purchasing media_common
Zdroj:	INTERNATIONAL JOURNAL OF INNOVATION AND ECONOMIC DEVELOPMENT. 5:42-56
ISSN:	1849-7551 1849-7020
DOI:	10.18775/ijied.1849-7551-7020.2015.52.2003
Popis:	Building on existing research regarding product packaging and the factors that have the most notable influence on buying preference, pricing and other elements of bottled orange juice, this study expands understanding of how two key factors, color and shape, build synergy and influence consumer attention and ultimately their purchasing choices. This research used three field studies to isolate and test the effect of color and shape on the product’s perceived quality, consumer’s preference and pricing. The results presented here, and the consequent discussion may provide useful insight for design and marketing managers when setting prices and selecting packaging color and shape for creating synergy and augmenting quality perception and buying preference.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c72699ed35138c8bac5228b811309b75 https://doi.org/10.18775/ijied.1849-7551-7020.2015.52.2003 Zobrazit plný text záznamu