The Effect of Visual and Verbal Elements of Food Product Packaging on Consumer Buying Decision

ABSTRACT: In today’s business world, marketers operate in a highly competitive and dynamic environment. Competition for consumer attention at the point of purchase has become more intense. Marketers are now fully aware that product packaging plays a critical role in a brand’s marketing strategy to influence shopping behavior at the point of purchase, where most buying decisions are made. Indeed, packaging has become a critical element in product marketing strategy to distinguish a company’s product and deal with the competition. The purpose of this study is to identify consumers’ attitudes toward the visual and verbal elements of food product packaging and to examine its impacts on their buying decision. The main findings indicate that the visual elements of packaging (Color – Design – Shape) affect positively consumers’ buying decisions for food products. However, no meaningful relationship was found between the consumer buying decision and the visual elements of packaging regarding size and materials. The results also demonstrate that the verbal elements of packaging (Product Information – Product Name) affect positively consumers’ buying decisions, While the element of (Country-of-origin) has no effect on their decisions. KEYWORDS: Product packaging- Packaging elements- Consumer purchase decisio