Economic Effects of Product Packaging on Consumer Shopping Behavior: The Case of Lebanon

Abstract

In today's competitive market place, it's harder than ever to attract a consumer's attention. It's estimated that the average consumer spends less than a second scanning shelves, and in that time, will make a decision on whether or not to purchase any given product. The discipline of package design focuses on producing a container that will get noticed. By skillfully teaming colorful graphics, a unique shape, or any other eye-arresting method, the package designer is a key player in any company's marketing effort. No matter how beneficial the product inside the container may be, unless a consumer decides to pick it up, that product will never get tested. Moreover, many studies indicate that consumers have high motivation to pay for Packaging related to energy efficient products. Subsequently; the pristine packaging color-coded, which designed by professionals to be the silent salesman of the brand, undoubtedly, has considerable impact on the purchasing decision. The objective of this study is to determine the impact of packaging on customer’s buying behavior. Data have been collected through a questionnaire and analyzed using the SPSS software. Furthermore, a sample of 200 respondents has been utilized to indicate that design packaging has a critical role to play in the consumption of products in Lebanon. Additionally, the results of the study reflected that packaging, especially, Color and Wrapping Design play a vital role in the decision buying process of the consumer