The role of packaging in influencing the decision to buy pre-packaged food products

Meghji, Noor Kapere (2013) The role of packaging in influencing the decision to buy pre-packaged food products. Masters thesis, The Open University of Tanzania.

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Abstract

Packaging plays a very important role in influencing purchase decision. Globalization and development of technology accompanied with change in life style has made packaging an important and fundamental element in retail business. This study was carried out to determine the role of packaging in influencing purchase decision or pre-packaged food products. A descriptive cross- sectional survey was conducted in Dar es Salaam, from July to August, 2013. A questionnaire was used to collect information on the role of food packaging in influencing consumer purchase decision from 286 consumers intercepted after they had purchased pre-packaged food products in Shoprite supermarket located at Mlimani city mall. The collected data were analysed to assess the role of both the visual and informational elements of packaging on purchasing decision of pre-packaged food items and whether this role was different across selected variables such the buyer’s age, gender, income level, education level, and household size. The results show that both food packaging elements play a role in influencing purchase decision and that the informational elements are relatively more important. There results further show significant differences in the role played by food packaging across consumer’s income level and household size. Thus, it is recommended that food manufacturer should incorporate packaging in their marketing strategy and should consider varying them across different class of people in terms of income level and household size. Regulatory bodies should consider strengthening enforcement measures on the quality of packaging.

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