Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach

Authors

  •   Suraj Kushe Shekhar Ph.D. Scholar, Department of Management Studies, Kannur University, Thalassery Campus, Kannur - 670661, Kerala
  •   P. T. Raveendran Professor, Department of Management Studies, Kannur University, Thalassery Campus, Kannur - 670661, Kerala

DOI:

https://doi.org/10.17010/ijom/2013/v43/i6/36388

Keywords:

Chocolate, Cluster, Packaging, Product, Purchase.

Abstract

Packaging is regarded as an important component of our modern lifestyle, and a significant element of the branding process. Changing consumers' lifestyle and increasing self-service has positioned product package as a tool to stimulate impulse buying and increase sales promotion. Chocolate is a product which is consumed irrespective of age barriers. Today, chocolate is marketed in different ways to different consumer segments and hence, packaging of chocolates is, therefore, critical. This study used a hierarchical cluster analysis approach to organize a group of 240 students into meaning clusters based on a combination of several independent chocolate packaging cues (cluster variables), which maximized the similarity of cases within each cluster while minimizing the dissimilarity between groups that were initially unknown. This was followed by one - way ANOVA to ascertain the significant differences between the groups on the classifying variables. Results reflected that cluster variables ("Price and purchase decision") were of paramount importance in purchase of chocolate bars. Cluster variables "Look for expiry dates," "Colour and purchase decision," and "Shape and purchase decision" were significant across all the three clusters. Variables like "Brand name and purchase decision," "Packaging material and purchase decision," "Picture and purchase decision," and "Size and purchase decision" were significant only for Clusters 1 and 2. "Look for ingredients," "Look for manufacturing unit's address," and "Look for nutritional information" were significant for Clusters (1, 3) and (2, 3). Thus, the study scrutinized the key packaging cues influencing 'student clusters'.

Downloads

Download data is not yet available.

Downloads

Published

2013-06-27

How to Cite

Shekhar, S. K., & Raveendran, P. T. (2013). Chocolate Packaging and Purchase Behaviour: A Cluster Analysis Approach. Indian Journal of Marketing, 43(6), 5–14. https://doi.org/10.17010/ijom/2013/v43/i6/36388

Issue

Volume 43, Issue 6, June 2013

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Ampuero, O., & Vila, N. (2006). "Consumer Perceptions of Product Packaging." Journal of Consumer Marketing ,23 (2), pp. 100-112.

Becker, L., Rompay, T. J., Schifferstein, H. N., & Galetzka, M. (2011)."Tough Package, Strong Taste:The Influence of Packaging Design on Taste Impressions and Product Evaluations." Food Quality and Preference ,22 (1), pp.17-23.

Bone, P. F., & France, K. R. (2001). "Package Graphics and Consumer Product Beliefs." Journal of Business and Psychology ,15 (3), pp. 467-489.

Calclch, S., & Blair, E. (2001)."The Perceptual Task in Acquisition of Package Information." Advances in Consumer Research , 29, pp.221-224.

Chun-Chin, C., Yang, H.-E., & Ching-Wen, L. (2011). "Chinese Travelers' Perceptions of Product Packaging Design." Retrieved from http://ac.rd.ttu.edu.tw/paper/11-1.pdf.

Clement, J. (2007)."Visual Influence on In-store Buying Decisions: An Eye-Track Experiment on the Visual Influence of Packaging Design." Journal of Marketing Management ,23 (9), pp. 917-928.

Demetris, V., & Claudio, V. (2001)."Case Study: A Market Investigation of the Situational Environment." British Food Journal ,103 (4), pp.291-296.

Doherty, B., & Tranchell, S. (2007)."Radical Mainstreaming' of Fairtrade:The Case of the Day Chocolate Equal Opportunities." Equal Opportunities International, 26 (7), pp.693-711.

Estiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J., & Rayej, H. (2010). "Food Products Consumer Behaviors: Role of Packaging Elements." Journal of Applied Sciences ,10 (7), pp. 535-543.

Giri, S., & Sharma, V. (2012)."Food Products Packaging : A Study of its Effect on Consumer Behaviour." Indian Journal of Marketing , 42 (5), pp. 39-46.

Giyahi, Y. (2012)."An Empirical Study on the Relationship of Purchasing a Chocolate Based on its Packaging." Management Science Letters , 31 (2), pp.833-844.

Harnath, G., & Subrahmanyam, S. E.V. (2005). “A Study of Preferences of Consumer packs for Toffees/Candies.†Indian Journal of Marketing†,35 (5) , pp. 3-9.

Keller, K. L. (1993). "Conceptualizing, Measuring, Managing Customer-based Brand Equity." Journal of Marketing , 57 (1), p.22.

Kozup, J. C., Creyer, E. H., & Burton, S. (2003). "Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers' Evaluations of Packaged Food Products and Restaurant Menu Items." Journal of Marketing , 67 (2), pp.19-34.

Lewis, M. (1991). “Understanding Brands.†Kogan Page,London.

Lo¨ fgren, M. (2008)."Customer Satisfaction in the First and Second Moments of Truth." Journal of Product & Brand Management ,17(7), pp. 463-474.

Malhotra, N. K. (2006). “Marketing Research : An Applied Orientation.†Prentice Hall of India Private Limited ,New Delhi, p.76.

Malhotra, N. K. (2004). “Marketing Research: An Applied Orientation.†Pearson Education Inc. , New Jersey, p. 279.

Mccracken, J. C., & Mackln, M. C. (1998)."The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods." Marketing Letters ,9 (2), pp. 209 - 226.

Meyers, & Herbert, M. (1981). “Handbook of Package Design Research.†John Wiley & Sons, New York, pp. 22-38.

Nancarrow, C., Wright, L. T., & Brace, I. (1998). "Gaining Competitive Advantage from Packaging and Labelling in Marketing Communications." British Food Journal ,100 (2), pp.110 - 118.

Patil, P. P., & Vedak, V. (2011). “The Private Label: Retailers' Value Proposition and Strategic Tool of Differentiation.†Indian Journal of Marketing ,41 (2), pp.54-60.

Patwardhan, M., Flora, P., & Gupta, A. (2010). "Identification of Secondary Factors that Influence Consumer's Buying Behavior for Soaps and Chocolates." The IUP Journal of Marketing Management , 9 (1) , pp.55-72.

Pilditch, J. (1961). “The Silent Salesman: How to Develop Packaging That Sells.†Harper & Row, London.

Raghubir, P., & Greenleaf, E. A. (2006). "Ratios in Proportion: What Should the Shape of the Package Be?" Journal of Marketing , 70, pp.95-107.

Rettie, R., & Brewer, C. (2000)."The Verbal and Visual Components of Package Design." The Journal of Product and Brand Management , 9 (1), pp. 56-68.

Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). "Extrinsic and Intrinsic cue Effects on Perceptions of Store Brand Quality." Journal of Marketing, 58 (4), pp.28-36.

Rigaux-Bricmont, B. (1982)."Influences of Brand Name and Packaging on Perceived Quality." Advances in Consumer Research , 9 (1) , pp. 472-477.

Roehm, M. L., & Roehm, H. A. (2010)."The Relationship between Packaging Uniformity and Variety Seeking." Psychology & Marketing ,27 (12), pp.1122-1133.

Sauvage, F. (1996). “Food Packaging Technology.†VHC Publishers, United States, pp. 33-47.

Schoormans, J. P., & Robben, H. S. (1997)."The Effect of New Package Design on Product Attention." Journal of Economic Psychology ,18 (2), pp.271-287.

Serralvo, F. A., João, B. N., & Cardoso, O. O. (2010). "The Packing as Intervening Factor on Consumer Decision Making Process." Review of Business Research ,10 (3), pp.225-229.

Silayoi, P., & Speece, M. (2004). "Packaging and Purchase Decisions: An Exploratory Study of the Impact of Involvement and Time Pressure." British Food Journal,106 (8), pp.607-628.

Silayoi, P., & Speece, M. (2007)."The Importance of Packaging Attributes: a Conjoint Analysis Approach." European Journal of Marketing , 41 (11), pp.1495-1517.

Sonsino, S. (1990). “Packaging Design: Graphics, Materials, Technology.†Thames and Hudson, London.

Soroka. (2002). “Fundamentals of Packaging Technology.†Institute of Packaging Professionals, Virginia.

Stem, W. (1981). “Handbook of Package.†John Wiley &Sons , New York , pp. 2-21.

Thomas, J. W. (2007)."The Basics of Packaging Research." Retrieved from http://www.decisionanalyst.com/publ_art/packaging.dai.

Underwood, R. L. (2003). "The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience." Journal of Marketing Theory & Practice, 11 (1) , pp.62-76.

Underwood, R. L., Klein, N. M., & Burke, R. R. (2001)."Packaging Communication: Attentional Effects of Product Imagery." Journal of Product & Brand Management , 10 (7), pp.403-422.

Vazquez, D., Bruce, M., & Studd, R. (2003)."A Case Study Exploring the Packaging Design." British Food Journal , 105 (9), pp. 20-31.

Venter, K., Merwe, D. V., Beer, H. D., Bosman, M., & Kempen, E. (2011). "Consumers' Perceptions of Food Packaging: An Exploratory Investigation in Potchefstroom, South Africa." International Journal of Consumer Studies , 35(3), pp. 273-281.

Vreeland, C. (2000)."Organic Chocolate Market Skyrockets." Candy Industry, 166 (10), pp. 51-56.

Wakefield, M. A., Germain, D., & Durkin, S. J. (2008)."How Does Increasingly Plainer Cigarette Packaging Influence Adult Smokers' Perceptions about Brand Image? An Experimental Study." Tob Control , 17 (6), pp.416-421.

Wang, R. W., & Chen, W.-C. (2007). "The Study on Packaging Illustration Affect on Buying Emotion." Proceedings of IASDR, Polytechnic University ,Hongkong,12-15 November 2007, pp.1-18.

Wang, R. W., & Chou, M.-C. (2010). "The Comprehension Modes of Visual Elements: How People Know About the Contents by Product Packaging." International Journal of Business Research and Management , 1(1), pp. 1-13.

Wansink, B. (1996). "Can Package Size Accelerate Usage Volume?" The Journal of Marketing , 60 (3), pp.1-14.