Advertisement

Effect of Package Design of Handloom Products to Influence Consumer Perception

  • Rahul TirpudeEmail author
  • Tanweer Alam
  • N. C. Saha
Research Article
  • 4 Downloads

Abstract

Package design plays an important role in attracting consumer’s attention and generating expectations in the consumer that affect the perception of the product and their decision-making. Studies were undertaken on the traditional handloom products of Himachal Pradesh, India to develop a package design for readymade woolen garments. In the process of development of a package, seven products were identified viz. gents blazer, gents shirt, woolen shawls, woolen ties, woolen socks, stoles and woolen caps. During the design research, studies were performed to evaluate the latest trends in packaging for the Handloom products along with other parameters such as shape, size, structure, graphics, color, materials, ergonomics, etc. Product visibility and sustainability were also focused with considering the development of new packages. Different parameters were studied to observe the consumer perceptions for development of a new package based on a) Dimensions of the product b) 3-D modelling for all the variants c) Graphics formation based on the key observations of design research. The technical specifications were developed based on the prototypes. Finally, innovative packages with distinct graphics were adjudged to be the best. Furthermore, the use of this design process supports the packaging designers to develop packages which align with consumer perceptions.

Keywords

Package design Design research Graphic design Ergonomics Perceptions Traditional handloom product 

Notes

References

  1. 1.
    Alvarez BA, Casielles RV (2005) Consumer evaluation of sales promotion: the effect on brand choice. Euro J Mark 39(1/2):54–70CrossRefGoogle Scholar
  2. 2.
    Belch MA, Willis LA (2006) Family decision at the turn of the century: has the changing structure of households impacted the family decision-making process? J Consum Behav 2(2):111–124CrossRefGoogle Scholar
  3. 3.
    Bruce M, Daly L (2007) Design and marketing connections: creating added value. J Mark Manag 23(9–10):929–953CrossRefGoogle Scholar
  4. 4.
    Deliya MM, Parmar B (2012) Role of packaging on consumer buying behavior-Patan district. Global J Manag Bus Res 12(10):1–68Google Scholar
  5. 5.
    Karedza G, Sikwila M, Bhebhe TB (2017) The impact of psychological influences on consumer buying behavior of SMEs’ products: a case study of the manufacturing sector in Zimbabwe. Asian Bus Res J 2(1):1–7CrossRefGoogle Scholar
  6. 6.
    Karedza G, Sikwila M (2017) The impact of packaging designs on consumer buying behaviour of FMCG during the hyperinflationary and after the dollarisation era in Zimbabwe. Asian J Soc Sci Manag Studs 4(1):20–30Google Scholar
  7. 7.
    Khan M (2007) Consumer behavior and advertising management. New Age International Pvt Ltd., New Delhi (ISBN-13: 978-81-224-2552-9)Google Scholar
  8. 8.
    Kotler P, Keller KL (2011) Marketing management, 14th edn. Pearson Education, New Jersey; London (ISBN: 9780132102926)Google Scholar
  9. 9.
    Orth UR, Malkewitz K (2008) Holistic package design and consumer brand impressions. J Mark 72(3):64–81CrossRefGoogle Scholar
  10. 10.
    Rundh B (2005) The multi-faceted dimension of packaging: marketing logistic or marketing tool? Br Food J 107(9):670–684CrossRefGoogle Scholar
  11. 11.
    Shah S, Ahmed A, Ahmad N (2013) Role of packaging in consumer buying ehavior. A study of University students of Peshawar region KPK Pakistan. Int Rev Basic Appl Sci 1(2):35–41Google Scholar
  12. 12.
    Silayoi P, Speece M (2004) Packaging and purchase decisions: a focus group study on the impact of involvement level and time pressure. Br Food J 106(8):607–628CrossRefGoogle Scholar
  13. 13.
    Smith PR, Taylor J (2004) Packaging. Marketing communications. Kogan Page Limited, London, pp 543–574Google Scholar
  14. 14.
    Tirpude R, Alam T, Saha NC (2018) The effect of ergonomics to improve the convenience of the consumer packaging of edible oil industry. Adv Intell Syst Comput.  https://doi.org/10.1007/978-3-319-60582-1_17 CrossRefGoogle Scholar
  15. 15.
    Underwood RL, Klein NM, Burke RR (2001) Packaging communication: attentional effects of product imagery. J Prod Brand Manag 10(7):403–422CrossRefGoogle Scholar
  16. 16.
    Vani G, Ganesh BM, Panchanatham N (2011) Consumer buying behaviour the controllables and uncontrollables. Int J Exclus Manag Res 1(1):1–12Google Scholar
  17. 17.
    Zekiri J, Hasani VV (2015) The role and impact of the packaging effect on consumer buying behavior. Ecoforum 4(1):232–240Google Scholar

Copyright information

© Indian Institute of Packaging 2019

Authors and Affiliations

  1. 1.Indian Institute of Packaging, FIEDelhiIndia

Personalised recommendations