The impact of visual elements of package on consumers purchase intent and the mediating role of perceived risk : an analysis on food packaged products

• Autor(a) principal: Santos, Maria Inês Fernandes Paz Antunes dos
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25618
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Nowadays, packaging has been acknowledged to be an important strategic marketing tool, especially at the purchasing moment, and it plays a key role in influencing consumers’ buying behaviour of packaged food products. The visual design of packaging transmits symbolic meaning to consumers, hereby impacting how the product is evaluated by them. This dissertation aims to understand the effect of visual elements of packaging; specifically, the effect of incorporating an image of the product or a transparent window on the packaging of the product on purchase intent, giving a special attention to the role of perceived risk. This dissertation is particularly important regarding low involvement FMCG products, such as packaged salmon and packaged pizza, where packaging is strongly linked with the product in the eyes of the consumer at the point of purchase. In this dissertation, both primary and secondary data were collected from an online questionnaire and existing literature regarding the topics in study. The obtained results, described in the last chapters of this study, suggest that food packaged products purchase intention is related with the presence of transparency and product imagery on package as well as by the risk (financial, psychological and functional) associated with the each food category. In addition, according to the dimension of perceived risk, it plays a key role in mediating some relationships between the variables in study.