Asian Journal of Management

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The Fifth 'P' that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages


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1 Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, India
     

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Packaging, which is often debated as the fifth 'P', is an important component of marketing. The present study investigated the influence of four chocolate packaging cues namely 'information', 'shape', 'picture' and 'colour' on young consumers purchase decision. Regression results showed that chocolate packaging cues had significant influence in purchase pattern of semi urban consumers with the exception of cue named 'information'. Significant predictor variables which emerged were 'shape', 'picture' and 'colour'. The predictor variable 'information' was found out to be insignificant. It was further inferred that there were no significant differences of the influence of visual elements of chocolate package namely 'shape', 'picture' and 'colour' as far as sex of the respondents were considered.

Keywords

Chocolate, Colour, Information, Package, Picture, Shape.
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  • The Fifth 'P' that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages

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Authors

Suraj Kushe Shekhar
Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, India
P. T. Raveendran
Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, India

Abstract


Packaging, which is often debated as the fifth 'P', is an important component of marketing. The present study investigated the influence of four chocolate packaging cues namely 'information', 'shape', 'picture' and 'colour' on young consumers purchase decision. Regression results showed that chocolate packaging cues had significant influence in purchase pattern of semi urban consumers with the exception of cue named 'information'. Significant predictor variables which emerged were 'shape', 'picture' and 'colour'. The predictor variable 'information' was found out to be insignificant. It was further inferred that there were no significant differences of the influence of visual elements of chocolate package namely 'shape', 'picture' and 'colour' as far as sex of the respondents were considered.

Keywords


Chocolate, Colour, Information, Package, Picture, Shape.

References