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Juice Packaging Design: Effects of Transparency on Consumers’ Perception Leading Toward Purchase Preference for Packaged Juice

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Advances in Ergonomics in Design (AHFE 2017)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 588))

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Abstract

Packaging plays a fundamental role on consumer’s intention to purchase as it may be the first contact between the consumer and the product. The product packaging has a crucial role to attract consumer, force them to choose the product and act as a brand communication vehicle. The point of focus is how the elements of the package design affect consumer’s perceptions about products and brand. In this study, to understand the effect of transparency on consumers’ pre-purchase preference of juice packaging, the participants are asked to assess three designs against a 5-point Likert scale. The findings suggest that transparency has significant effect on the pre-purchase preference of consumers from the perspective of juice packaging. Longitudinal transparency is more preferable against multiple transparency scattered evenly on the packaging.

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Authors and Affiliations

  1. Indian Institute of Technology Guwahati, Guwahati, India

    Swati Pal, Shivani Holkar, Abhishek Yevalkar & Amrita Bhattacharjee

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  1. Swati Pal
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  2. Shivani Holkar
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  3. Abhishek Yevalkar
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  4. Amrita Bhattacharjee
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Correspondence to Swati Pal .

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Editors and Affiliations

  1. Faculdade de Motricidade Humana, Universidade de Lisboa, Cruz Quebrada, Portugal

    Francisco Rebelo

  2. Federal University of Pernambuco, Recife, Pernambuco, Brazil

    Marcelo Soares

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Pal, S., Holkar, S., Yevalkar, A., Bhattacharjee, A. (2018). Juice Packaging Design: Effects of Transparency on Consumers’ Perception Leading Toward Purchase Preference for Packaged Juice. In: Rebelo, F., Soares, M. (eds) Advances in Ergonomics in Design. AHFE 2017. Advances in Intelligent Systems and Computing, vol 588. Springer, Cham. https://doi.org/10.1007/978-3-319-60582-1_18

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  • DOI: https://doi.org/10.1007/978-3-319-60582-1_18

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-60581-4

  • Online ISBN: 978-3-319-60582-1

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