Exploring the Impact of Packaging Information on Consumer Purchase Decision

Abstract: This study uses verbal protocol analysis to delve into how packaging information impacts consumer purchase decision. The focus is on health supplements, chosen due to their minimal susceptibility to variations in packaging aesthetics, materials, and product differences. Participants were asked to think aloud while selecting from multiple products with similar ingredients. This method provided a dynamic perspective on their processes of acquiring packaging information and consumer purchase decisions. The collected verbal protocol data underwent two coding phases. The first phase followed the EKB model, encompassing stages such as problem recognition, information search, alternative evaluation, and purchase decision. The post-purchase evaluation from the EKB model was excluded as the focus is on information search and purchase decision. The second phase involved categorizing packaging information elements based on literature. Combining the findings from the two phases, the study concludes that text, style, color, and graphics collectively influence product selection and purchase decisions. By understanding and leveraging the impact of packaging information on consumer behavior, designers can formulate packaging strategies that capture consumer attention and guide them through the purchase decision-making process, ultimately resulting in a positive post-purchase experience.

Keywords: Packaging Information, Consumer Purchase Decision, Verbal Protocol, Cognition, Dietary Supplement

DOI: 10.54941/ahfe1004975

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