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THE INTERNATIONAL JOURNAL OF

BUSINESS & MANAGEMENT

Optimizing Brand Image in Food Industry through

Innovative Packaging and Labeling: Case Study of
Chocojoy in Cameroon
Yepndo Yepndo Auriol Gabin
DBA Student, Digital Marketing and Social Networks,
Paris School of Technology and Management, Cameroon

Abstract:
This study was conducted in Cameroon, specifically targeting consumers of Chocojoy products, and aimed to
investigate variables such as packaging color, material, label, and shape that may influence consumer purchasing
behavior. A questionnaire containing a series of systematically structured questions was distributed to the
respondents so that the researcher could obtain the necessary information from the respondents. A total of 400
questionnaires were administered to study respondents and 325 responses were received. We used the Cochrane
formula to determine the sample size from the total population. Chi-square was used to test the hypotheses. The
results showed that there is a relationship between packaging color, packaging material, packaging labeling, and
purchasing behavior. Packaging recommends that manufacturers should regularly assess how consumers respond to
their product packaging to make their products more competitive in the marketplace.

Keywords: Buying behavior, packaging materials, color, shape, labeling, consumers

1. Introduction
After going through multiple problems with packaging quality with the previous suppliers from Turkey (lids,
weight, handle, firmness), Chocjoy decided to change suppliers and move from Turkey to China to produce the buckets.
This new plan allowed them to bring some change to the buckets.
The change consists of changing the bucket shape by moving from a round-shaped flat bottom to a round-shaped
concave bottom with the modification of the lids by adding an anti-slip effect on the lids to prevent slipping when piling up
buckets (physical innovation). The change consists of changing the labeling design and color, information (information
innovation) and technology by using the metal film labeling method of IML (in-mold labeling), the latest technology in the
labeling industry.
The package is the container of the product - it covers the physical appearance of the package as well as the
design, color, shape, label and materials used.
Now, packaging has become a promotional tool for organizations themselves, and at the same time, it increases
sales and market share. The buying behavior of the consumer is stimulated by the packaging materials, color, labels, shape
and other characteristics of the package. As the title suggests, the purpose of this study is to discover empirically the
importance of packaging elements and analyze their relationship with consumer purchasing behavior. The purpose of this
study is based on a hypothetical analysis of package components and their impact on consumer purchasing behavior.
A deep understanding of the results of this study using structured questionnaires is done to collect accurate
answers from respondents to improve communication and provide recommendations to marketers to improve their
understanding of customer purchase decisions.

2. Research Background

2.1. Company Presentation – Internal Analysis

Cameroonian chocolate remains difficult to find in stores. The market has long been dominated by CHOCOCAM,
with products such as Mambo sold in most stores nationwide. Substitutes are usually imported brands. CHOCOJOY is a
Cameroon-based agribusiness that develops its own stake in the chocolate industry by making chocolate available in the
Cameroonian market. It belongs to the Santa Lucia Group. Santa Lucia Complex is Cameroon's leading distributor and a
must-have brand in the world of Cameroonian mass distribution. With a turnover of 2,478,124,005 FCFA in 2021, the
company's reputation has risen to the top of the entire Modern Trade Network (a network consisting of all supermarkets,
hotels, restaurants and cafes). The Santa Lucia brand started in 2006 as a 200-square-meter supermarket in the
Nkondengui district of Yaoundé and has expanded rapidly since then. With numerous investments and the emergence of
major Western brands such as his CASINO, SUPER-U and SPAR, the leap into mass distribution was not obvious.

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The brand has doubled the number of branches in the country. Far from mega-growth and massive investment in
overseas subsidiaries, it focuses primarily on small, local supermarkets that are close to customers. The group aims to
continue expanding the domestic Santa Lucia network through innovation. It also aims to cover as much as possible the
needs of large retailers in Cameroon and Africa in general. The company specializes in producing chocolate products from
cocoa mass. Customers are based in Cameroon, Nigeria and other Central and West African countries. CHOCOJOY's biggest
competitor is CHOCOCAM (Chocolateries du Cameroun), founded in 1965.
Since its founding, CHOCOJOY has had the same package design and shape. However, the variations in label colors
were limited, and the technology for bucket molding and labeling was not the latest. This has led to a decline in the
attractiveness of their products. Faced with this loss of appeal and the need to respond to current labeling technology,
CHOCOJOY decided to give the bucket image a new impetus and breathe new life into the chocolate market.

2.2. Context – External Analysis

2.2.1. Chocolate Industry (Global & Cameroun)

2.2.1.1. Global Analysis

The industrial chocolate market is segmented by product type (cocoa powder, cocoa mass, cocoa butter, chocolate
mixes), application (bakery, confectionery, baking premixes, beverages, frozen desserts, ice cream, and other applications),
and geography. The report states the market size and projected value (USD million) for the above segments. The chocolate
industry market is anticipated to achieve a CAGR of 12.50% during the forecast period 2022-2027. Manufacturers of
consumer chocolate products use industrial chocolate as the main ingredient. Cocoa ingredients such as cocoa mass, cocoa
butter, and cocoa powder are often used in the production of chocolate. Cacao mass is the main ingredient of chocolate.
This product is also widely used in the confectionery, beverage and bakery industries. According to his website for the
company's Food Marketing Technology, there is a growing trend for single-origin cocoa ingredients to satisfy customers'
sweet tooth preferences. The adoption of single-origin chocolate has increased by 25%, creating a huge opportunity for
cocoa suppliers and chocolate manufacturers. The chocolate industry is represented by six multinational companies: Mars
(14.4%) and Mondelēz International Inc., which together account for about 60% of the total market share, International
(13.7%), Nestlé SA (10.2%), Ferrero (9.5%), Hershey (7.2%), chocolate maker Lindt & Sprüngli AG (5.1%) (Wunsch, 2019)
The majority of the cocoa purchased by these industry leaders comes from wholesalers such as Barry Callebaut and Cargill
(CBI, 2020). This bulk cacao, called forastero, comes from tropical regions such as Brazil and West Africa (ICCO, 2019).

Figure 1

2.2.1.2. Cameroon Analysis

2.2.1.2.1. Political Factors

The Chocojoy chocolate brand is available in Cameroon and the CEMAC sub-region. The impact of policy decisions
on branding varies by country in the CEMAC sub-region. If a country's government is concerned about increasing obesity
in its population, it may make policy decisions such as increasing taxes or issuing regulations on businesses to encourage
people to consume products that are not high in sugar, especially chocolate.

2.2.1.2.2. Economic Factors

Purchasing power, wage rates and inflation play an important role in Cameroon's chocolate business. Rising cocoa
prices will have a negative impact on Chocojoy's business. Furthermore, rising labor costs are also a concern for the
company.
2.2.1.2.3. Social Factors
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People have become more concerned about their health and are avoiding products containing sugar. In today's
world, it is important for consumers to know the ingredients and nutritional value of a product before purchasing it.
Deviations in food mixing ratios and contamination can pose major risks to businesses.

2.2.1.2.4. Technical Factors

Businesses undergo significant technological advances; it is imperative that businesses stay up to date with
technology. Modernizing technology allows companies to operate more efficiently and waste less time, effort, and money.
The chocolate company regularly interacts with its customers through social media and advertises on various media
platforms to make its presence felt everywhere. Also, to improve your company's image and stay competitive, you should
consider technological advancements in packaging and labels in the market by updating your packaging and labels during
production.

2.2.1.2.5. Environmental Factors

While almost every major company is making great strides towards sustainability, chocolate companies have done
little compared to other countries.

2.2.1.2.6. Legal Factors

In collaboration with the International Labor Organization, local and national non-governmental organizations are
raising public awareness about the issue of child labor on cocoa plantations. This campaign is also supported by the annual
U.S. Embassy in Cameroon exhibition on the fight against child labor. The Ministry of Commerce is responsible for cocoa
marketing.

Chocolate Industry Global Analysis Cameroon Analysis

Pestel
Political factors -Regulatory compliance -Local Market regulation
-Political stability -imposition of taxes
-Trade policies -Trade regulations
-Geopolitical issues
Economics factors -Global and regional economies -Purchasing power
-Inflation rates -Wages rates
-Unemployment rates -inflation
Social factors -Changing consumer preferences -Health issue
-Cultural sensitivities -Sugar control
-Consumer health
Technological factors Production technology: -Advertisement through
-Supply chain and logistics social media
technology - Following technological
-E-commerce upgradation on packaging
-Research and development and labeling
Environmental factors -Climate change -sustainability policies
-Sustainability
Packaging
-National disasters
Legal factors -Food safety regulation -Child labor regulation
-Environmental laws -Regulation of cocoa
-Trade regulations commercialization by the
Ministry of Trade
Table 1

2.3. Global and Cameroon Analysis of the Chocolate Market

2.3.1. Packaging Industry (Global & Cameroun)

2.3.1.1. Global Packaging Industry

2.3.1.1.1. Political Factors

Uncertain government policies and procedures can affect the growth of the packaging market. At the same time,
instability in government policies and public unrest in some countries is causing delays in setting up manufacturing plants,
which affects the growth of this industry.
Political agenda influences manufacturing budgets and R&D funding.

2.3.1.1.2. Economic Factors

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Economic uncertainty and the associated rising cost of goods have forced consumers to rethink budgets and
discretionary spending.

2.3.1.1.3. Social Factors

Package manufacturers must be transparent about their weaknesses. Consumers are pursuing transparency
through clearer labeling and what those claims mean for the greater good.
Socio-economic factors such as rising disposable income and busy lifestyles in many developed and developing
countries are driving the demand for packages.

2.3.1.1.4. Technological Factors

The packaging industry is driven by advances in technologies such as in-mold labeling (IML) and digital printing
embellishment.
Social media platforms and digital marketing technologies are aiding packaging manufacturers in promoting their
services to diverse customers across the world. E-commerce platforms are also being widely used by packaging producers'
companies to sell their products.

2.3.1.1.5. Environmental Factors

The rapid rise in air and water pollution levels, plastic waste, and the harmful effects of plastic have led to public
and private investment in waste management and more environment-friendly packaging.

2.3.1.1.6. Legal Factors

A corpus of laws has been enacted to protect consumers from deceptive or fraudulent business practices. New rules
around the use of packaging and pollution-causing materials and protecting human and planetary health will greatly affect
consumers. To get ahead and stay competitive, companies must get a firm grip on current and future legislation around
packaging.

2.3.2. Cameroon Packaging Industry Analysis

2.3.2.1. Political Factors

Political factors play an important role in determining the factors that can affect the packaging industry in
Cameroon.
These political factors include the political stability and the importance of the packaging and containers sector in the
country's economy. Currently, the political situation in Cameroon is unstable due to internal and external conflicts. Failure
to understand and address the current political turmoil may result in companies failing to meet their growth goals and
management teams being reluctant to invest in new capital.

2.3.2.1.1. Governance System

Cameroon's packaging industry can benefit from the economic freedom afforded by a democratic government
system that fosters entrepreneurship and free trade.

2.3.2.1.2. Transparency
A transparent governance structure is essential to foster a friendly business environment. Cameroon currently faces
several problems due to corruption and lack of transparency. Corruption increases fraud, increases the sophistication of
business activities such as licensing and contracts, weakens law enforcement, and impacts stakeholder trust in businesses
and government institutions.
• Government bureaucracy and interference in the packaging and container industry.
• Intellectual property protection
• Trade regulations and tariffs related to consumer goods.
• Price regulation
• Taxation – tax rates and incentives.
2.3.2.2. Economic Factors
• Quality of packaging and container industry infrastructure
• Skill levels of workers in the packaging and container industry.
• Labor costs and productivity
Economic growth rate: Slower economic growth could make consumers more cautious in their spending, which
could directly impact overall sales growth. - Exchange rates and interest rates.
Exchange rate fluctuations can affect a company's profitability.

2.3.2.3. Social Factors

Social factors that packaging manufacturers in Cameroon should consider include:
Consumer behavior – Consumer behavior has a strong relationship with economic factors. As consumers have more
disposable income and are more willing to spend more on goods and services to improve their lifestyles, it becomes easier
to introduce new products and services to these customers, creating opportunities for revenue growth. It continues to rise,
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creating an exciting growth opportunity for packaging manufacturers. However, as modern consumers have become more
sophisticated, it is important for the packaging industry to carefully analyze their consumption/spending behavior
preferences and adjust their marketing mix strategies accordingly.
• Level of education and level of education in the packaging industry.
• The broad nature of entrepreneurship and society.
• Attitudes (health, environmental awareness)

2.3.2.4. Technological Factors

2.3.2.4.1. Technological Infrastructures

There is no high rate of innovation across packaging industries, which makes companies not consider enough
Sustainable Packaging Initiatives.
Packaging companies are slowly incorporating technological upgrades and innovation to increase business
efficiency and effectiveness.

2.3.2.4.2. Internet Penetration

Cameroon and packaging industries enjoy a high rate of internet penetration. High internet penetration helps the
industry reach consumers and for marketing and promotional strategies to directly interact with consumers and gather
feedback.

2.3.2.4.3. Use of Social Media

Social media is also being used by packaging industry initiatives to gather consumer data and information.
Packaging Industry interacts with customers, gathers feedback, and communicates promotions to customers through
official social media channels.

2.3.2.5. Environmental Factors

Different markets have different norms and environmental standards that can affect an organization's profitability
in those markets. The packaging industry in Cameroon presents several environmental factors that companies should
consider before entering the market. These factors are:
• Weather
• Climate change
• Laws regulating environmental pollution.
• Air and water pollution regulations in the Packaging and Containers industry
• Recycling: Consumers are also increasingly demanding recycled products for consumption.
• Waste management in the Consumer Goods sector: Consumers are becoming more aware and demanding ways
for recycling products to be disposed of.

2.3.2.6. Legal Factors

2.3.2.6.1. Health and Safety Law

There are strict regulations pertaining to the health and safety of employees at the workplace in packaging
companies and the overall Cameroon industry. Furthermore, respected associations and institutions regularly check with
businesses about the implementation of safety nets, drills, and precautionary measures at the workplace.

2.3.2.6.2. Anti-Discrimination Law

The packaging industry has always been comfortable with diversity in its workforce and has framed internal
company policies to support diversity.
The company follows the anti-discrimination law in all its processes – from recruitment to promotion.
All employees regularly undergo diversity training and workshops to be able to avoid discriminatory and prejudiced
actions – which could have severe répercussions.

Packaging Industry Pestel Global Analysis Cameroon Analysis

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Political factor -Uncertain government -Political stability

policies and procedures - Governance system
- instability in government -Government bureaucracy and
policies interference in the packaging and
- Political agendas impact container industry.
the budget for the -Intellectual property protection
manufacturing industry and -Trade regulations and tariffs related
research and development to consumer goods.
funding. -Price regulation
-Taxation – tax rates and incentives.
Economical factor -Economic uncertainty - Quality of packaging and container
- rising cost of goods industry infrastructure
- Skill levels of workers in the
packaging and container industry.
- Labor costs and productivity
- economic growth rate :
Social factor -lifestyles changed affect and -Consumer behavior
drive packaging demand -Level of education and level of
- growing concern for education in the packaging industry.
environmental protection -The broad nature of
increases demand for entrepreneurship and society.
sustainable packaging -Attitudes (health, environmental
- transparency through awareness)
clearer labeling
Technological factor -Social media platforms and -Technological infrastructures:
digital marketing -Internet penetration
-technologies are helping -Use of social media
packaging manufacturers
promote their services to
diverse customers across the
world.
- E-commerce platforms are
used for packaging
-companies to sell their
products
Environmental factor -environmental pollution has -Weather
increased the demand for -Climate change
recyclable packaging -Laws regulating environmental
- growing emphasis on pollution.
plastic waste management -Air and water pollution regulations in
increases waste Packaging and Containers industry
management efforts for -Recycling.
manufacturers -Waste management in Consumer
Goods sector;
Legal factor government regulation on -Health and safety law
plastic manufacturing and - Anti-discrimination law
uses
- certification periods
affecting gestation periods
and sale
Table 2

2.4. Packaging Industry Global and Cameroon Analysis

2.4.1. Problem Identified/Research Question

This research is set to analyze the impact of innovating packaging and labeling on brand image. The following
question will guide this study: To what extent does packaging and labeling innovation impact brand image?

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3. Research Methodology

3.1. Desk Research/Literature Review

The review of literature is based on secondary data. Secondary data is collected from a source that has already
been published in any form. Secondary data may include data that has been previously collected and is being considered
for reuse for new questions for which the collected data was not originally intended.1. Secondary data help get information
from past studies as a basis for conducting research or as the required background information, help design a study and
provide a baseline to compare primary results. However, it should be noted that researchers need to re-examine the
validity and reliability of these backgrounds to gain authentic results.
In this paper, we will collect secondary data through research articles by other researchers (journals) and
databases, Online Libraries and Catalogs, Industry and Market Reports, Government and Official Publications, Publicly
Available Data Sources, Books and E-books, Company Websites and Annual Reports, Educational and Research Institutions
Websites, Internet articles.

3.2. Field Research

In this paper, we will use a quantitative research approach to answer our research question: To what extent does
packaging and labeling innovation impact brand image?
Quantitative research is a research methodology that focuses on collecting and analyzing numerical data to draw
conclusions, make predictions, and generalize findings to a larger population. It is used to systematically investigate
relationships, patterns, and trends between variables and is often associated with empirical research and statistical
analysis.

3.3. Theoretical Framework

The theoretical framework between independent and dependent variables can be represented as follows:
Independent variables: Innovative Packaging color, packaging materials, Innovative packaging shape, Innovative
packaging labeling
Dependent variable: Consumers' buying behavior.

Figure 2

3.3.1. Data Collection Method

To find data on the impact of innovative packaging on brand image, we will collect data on 4 variables through a
questionnaire to collect primary data.
The team leader will print out the survey questionnaires to be given to the participants, and then the participants
will explain to every respondent the instructions on how to answer the questionnaire and instruct them not to leave any
question unanswered and choose or check only one for every question.
In the end, the team's leader will choose and segregate the qualified survey forms from those survey forms which
are not qualified because of some instances, such as respondents leaving some questions unanswered or choosing more

1Vartanian, T. P. (2010). Secondary data analysis. Oxford University Press.

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than one (1) answer. Thereafter, questionnaires are gathered once they are done answering, and we will proceed to the
tally and interpretation of the data and results.

3.3.2. Sampling Method

The population of Cameroon is 27000000 million. 50.6% of the population is women, and 49.4% are men; we will
conduct a survey among consumers of Chocojoy in the 10 regions of Cameroon. We need to calculate the sample size of
respondents in the whole country using the Taro Yamane technique of sample calculation, which is: n = N/ 1+N (e) 2,
where n is the sample size, N is the population size, and e is the level of error = 0.05.
We have: 27000000/1+27000000(0.05)2= 399.9; our sample size is 400, which means that the interview will be
conducted among 40 respondents in each region of Cameroon. For that, we will form teams by recruiting 5 young people
in each region, including a team leader for each region, for a total of 50 young people. We will define the tasks they have to
carry out, and the teams' leaders will supervise the survey in each region.
The interview will be carried out in one day, and each young will receive 10000 cfas, which is 15 euros for a total
of 750 euros.

3.3.3. Data Analysis Method

The data collected were analyzed with a Graphical presentation of data: BAR CHARTS and chi-square test.
A bar graph is a type of graph used to evaluate counts, frequencies, or other measures (such as averages) for various
discrete data categories.
The chi-square test is used to test the hypothesis based on its scientific nature.
The chi-square formula we used in this study is as follows; X 2 = ∑ (O- E) 2
E
X 2 = computed chi-square
O = observed frequencies
E = expected frequencies
∑ = summation
To calculate the expected value, we will use this formula:
E= (Row Total × Column Total)
Grand Total

We will repeat this calculation for each cell in the table to obtain the expected values we need for the chi-square
test.

4. Data Collection

4.1. Desk Research & Literature Review

4.1.1. The Impact of Brand Image on Consumer Behavior

According to Zhang (2015), brand image is the most important driver of brand equity, which refers to consumers'
overall perceptions and feelings towards the brand, and influences consumer behavior.2
For Lee, L., J., James, J.D., Kim, Y. K. (2014), brand image forms the basis for better strategic marketing decisions regarding
targeting specific market segments and positioning products.3
The American Marketing Association (AMA) (n.d.-b) defines brand image as "the perception of a brand in people's
minds." A brand image is a (perhaps inaccurate) reflection of a brand's personality and the essence of its products. This is
what people believe about your brand: their thoughts, feelings, and expectations."4
Nasse et al. (2019) defined the concept of consumer behavior as a process by which consumers consider, evaluate,
and decide on the products and services they need, with specific motivations focused on selection, consumption, quality,
taste, advertising references, or price. 5

2 Zhang (2015
3 Lee, L., J., James, J. D., Kim, Y. K. (2014),
4 American Marketing Association (AMA). (2017). Definitions of marketing. https://www.ama.org/thedefinition-of-marketing-what-is-

marketing/

5Nassè, T. B., Ouédraogo, A., & Sall, F. D. (2019). Religiosity and consumer behavior in developing countries: An exploratory study on
Muslims in the context of Burkina Faso. African Journal of Business Management, 13(4), 116-127.

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4.1.1.1. Factors Impacting Consumer Behavior

Figure 3

4.1.1.1.1. Psychological Factors Influencing the Consumer Buying Behavior

There are five factors that influence a consumer's purchasing decision process: Motivation, cognition, learning,
beliefs and attitudes.6

4.1.1.1.1.1. Motivation
Motivation is a state of activated internal needs that leads to goal-directed behavior to satisfy those needs.7

4.1.1.1.1.2. Perception
Perception is the energy that makes us aware of the world around us and gives it meaning after the perceptual
process.

4.1.1.1.1.3. Learning
Learning is a change in a person's thought process caused by previous experience. Consumer learning can come
from the marketer's actions or from non-marketing-related stimuli. Almost all consumer behavior is learned anyway.8
Beliefs and attitudes
Kotler defines beliefs as "descriptive ideas that a person has about something" and attitudes as "a person's
persistent positive or unfavorable cognitive evaluations, feelings, or behavioral tendencies toward an object or idea.9

4.1.1.1.2. Other Factors

4.1.1.1.2.1. Cultural Factors

Cultural factors significantly influence customer behavior. Cultural factors, culture, subculture, and social class are
considered under three headings.

4.1.1.1.2.1.1. Culture
Culture is a complex of human society's beliefs, its roles, behaviors, values, traditions, customs, and traditions.
Culture is a very important concept in understanding consumer behavior and must be studied.10

Training,http://www.ul.ie/techcomm/ELearning/Projects/ELearning%20Projects/ ElaineWalsh/CARS/module1_titles.htm., 20.01.200

4.

7Lantos, GP. (2011). "Consumer Behavior in Action; Real Life Applications for Marketing Managers," M.E. Sharpe, Inc., USA.

8William D. PERREAULT and E. Jerome McCarthy, Basic Marketing, McGraw-Hill, New York, 2002, p.161.

9 Lee, S. (2007). Motivation Study Based on Expectancy Theory, The Florida State University College of Information Academic Library

Service, the Florida State University.

10 Yakup Durmaz and Others, The Impact of Cultural Factors on the Consumer Buying Behaviours Examined through An Empirical Study,

http://www.ijbssnet.com/journals/Vol._2_No._5_[Special_Issue_-_March_2011]/13.pdf, 16.01.2012.

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4.1.1.1.2.1.2. Sub-culture
Every culture includes "subcultures," which are groups of people who share common values. A subculture may
include a nationality, religion, racial group, or group of people who share the same geographic location. Subcultures can
create their own substantial and distinct market segments. For example, "Youth culture" or "club culture" has completely
different values and purchasing characteristics than the much older "gray generation."11

4.1.1.1.2.1.3. Social Class

This is important for marketers because every society has certain social classes, and people belonging to certain
social classes have similar purchasing behaviors. In this way, marketing efforts can be tailored to different social classes.
Social class is not determined solely by income; a variety of other factors must also be considered, including: B. Assets,
educational background, occupation, etc.12

4.1.1.1.2.2. Social Factors

Consumer behavior is also influenced by social factors such as:
• Group,
• Family
• Role and Status13

4.1.1.1.2.2.1. Reference Groups

Reference groups can shape a person's attitudes and behavior. The influence of reference groups varies by
product and brand. For example, for visible products such as dresses, shoes, and cars, the influence of the reference group
is greater. Reference groups also include opinion leaders (people who influence others because of their special skills,
knowledge, or other characteristics).14
4.1.1.1.2.2.2. Family
A family consists of two or more people living together who are related by blood or marriage. It is the part of a
household consisting of individuals living individually or with others in a housing unit. Consumer behavior is influenced
not only by the consumer's personality and motivations but also by relationships within the family (the family is the
immediate social unit).15

4.1.1.1.2.2.3. Roles and Status

People belong to many groups, families, clubs, and organizations. The position of individuals within each group
can be defined both in terms of role and status. Roles consist of activities that people are expected to perform in
accordance with those around them. In the previous lesson, we discussed consumer buying behavior, its models and
characteristics that can influence purchasing decisions. Today, we will continue the same theme and discuss the remaining
factors that influence the consumer buying process and decision-making.16

4.1.1.1.2.3. Personal Factors

Personal factors: Buyer decisions are also influenced by personal characteristics such as the buyer's age, life cycle
stage, occupation, financial situation, lifestyle, personality and self-image.

4.1.1.1.2.3.1. Age and Life-Cycle State

People change the products and services they purchase throughout their lives. Purchases are also influenced by
the stages of a family's life cycle, the stages a family may pass through over time as it grows. Marketers often define target
markets based on life-cycle stages and develop appropriate products and marketing plans.17

11 Factors Affecting Consumer Buying Behavior, http://www.marketing91.com/factors-affecting-consumer-buying-behavior/,

23.12.2011.

12 Asifo SHAH, Factors Affecting Consumer Behavior, http://ezinearticles.com/?Factors-Affecting-Consumer-Behavior&id=4602848,

16.01.2012.

13Factors influencing consumer behaviour, http://www.mbanotesworld.in/2008/05/factors-influencing-consumer-behaviour.html,

16.01.2012

14 Asifo SHAH, Factors Affecting Consumer Behavior, http://ezinearticles.com/?Factors-Affecting-Consumer-

Behavior&id=4602848, 16.01.2012

15 Yakup DURMAZ and Sevil ZENGİN, An Empirical Study on the Effect

of Family Factor on Consumer Buying Behaviours, http://ccsenet.org/journal/index.php/ass/article/view/12453,16.01.2012

16 Consumer Buying Behavior, http://www.zainbooks.com/books/marketing/principles-of-marketing_15_consumer-buying-

behavior.html, 16.01.2012

17 Consumer Markets: Influences on Consumer Behaviour, http://referaty-seminarky.sk/consumer-markets-influences-on-consumer-

behavior/, 16.01.2012.
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A person's occupation influences the products and services they purchase. Marketers try to find a group of
professionals who have an above-average interest in their product or service. Companies can also specialize in
manufacturing products needed by specific professional groups.18

4.1.1.1.2.3.2. Economic Situation

Your personal financial situation has a huge impact on your product choices. Marketers of income-related
products closely monitor trends in personal income, savings, and interest rates. If economic indicators point to a recession,
marketers can take actions such as redesigning, repositioning, and repricing products.19

4.1.1.1.2.3.3. Life Style

People who belong to the same lifestyle, the same subculture, social class, or even the same profession can
experience a very different lifestyle.
Lifestyle is a person's pattern of living, expressed by his or her activities, interests, and opinions. There is more to
lifestyle than just the person's social class and personality. When applied carefully, lifestyle concepts can help marketers
understand changing consumer values and their impact on purchasing behavior.20

4.1.2. Personality and Self-Concept

Personality and self-concept: Each person's personality influences their purchasing behavior. Personality refers to
unique psychological characteristics that lead to relatively consistent and durable responses to the environment. Many
marketers use concepts related to personality: a person's self-concept.21
The term WOM (word of mouth), according to (Kimmel, 2013), is22< well-known and important mechanism for
rapidly disseminating social influence among consumers, especially using technology>. Consumers develop their interest
in products under the influence of friends, neighbors, relatives, colleagues, and trendsetters. Consumers are subject to
external influences on what products and services they buy, how they use them, where they shop, and which brands they
prefer and avoid.

4.1.2.1. The Impact of Sensory Marketing on Consumer Behavior

Krishna (2011) defines sensory marketing as "marketing that appeals to consumers' senses and influences their
perceptions, judgments, and behaviors.23 Sensory marketing is a tool that uses the five human senses to create a specific
experience in the customer's mind.
• According to (Hulté n, 2011; Roggeveen et al., 2020)24, “Sensory marketing provides customers with sensory
experiences that add value to their consumption.”
• According to (Vukadin et al., 2019; Wiedemann et al., 2018)25, creating touchpoints with customers is a tactic to
create differentiation in the market.
• According to (Krishna, 2012)26, sensory marketing < sensory marketing appeals to consumers' senses and
influences their perceptions, judgments, and behaviors. >. The goal of sensory marketing is to stimulate the
consumer's senses, create an attraction to the brand, and facilitate purchase decisions. (Costa et al. 2012)27

18Consumer Markets: Influences on Consumer Behavior, http://referaty-seminarky.sk/consumer-markets-influences-on-consumer-

behavior/, 16.01.2012.

19Consumer Markets: Influences on Consumer Behavior, http://referaty-seminarky.sk/consumer-markets-influences-on-consumer-

behavior/, 16.01.2012

20Johanna Fyrbjörk, "Attitudes and Consumer Behaviour," http://hem.passagen.se/fyrbjork/Bachelor_Thesis.pdf, 23.12.2003.

21JamesYİP, "Final Revision Notes for Consumer Behaviour Module

http://www.icbwin.com/upload/Final%20Revision%20Notes%20for%20Consumer%20Behaviour-PART%20B.doc, 24.11.2003.

22 Kimmel, A.J. (2013), Psychological Foundations of Marketing. Routledge: Taylor & Francis Group.

23Krishna, A. (2011). Sensory marketing, Research on the sensuality of products. Routledge.

24Roggeveen, A. L., Grewal, D., & Schweiger, E. B. (2020). The DAST framework for retail atmospherics: The impact of in-and out-of-store
retail journey touchpoints on the customer experience. Journal of Retailing, 96, 128–137; Hultén, B. (2011). Sensory marketing: The
multi-sensory brand-experience concept. European Business Review, 23, 256–273.

25 Vukadin, A., Lemoine, J. F., & Badot, O. (2019). "Store artification and retail performance." Journal of Marketing Management, 35(7-8),

634–661. Wiedmann, K. P., Labenz, F., Haase, J., & Hennigs, N. (2018). The power of experiential marketing: Exploring the causal
relationships among multi-sensory marketing, brand experience, customer perceived value, and brand strength. Journal of Brand
Management, 25, 101–118.

26Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior.
Journal of Consumer Psychology, 22(3), 332-351.

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The five senses are sight (sight), hearing (hearing), smell (smell), taste (taste), and touch (touch)28. Sensory
marketing refers to communicating with consumers through these five senses.29
According to (Hulten, 2020)30 sensory marketing is a marketing approach that teaches companies how to integrate
the five senses into their business activities.
According to Ren et al., (2018)31 sensory marketing directly or indirectly influences the consumer experience.
According to Manzano et al., (2019) 32< sensory marketing uses the five senses to influence perception, memory,
and learning processes to manipulate consumer motivations, desires, and behaviors>.
According to Helmefalk & Berndt (2018) < more diverse the information provided through the different senses, the
more input it can provide into the purchase decision process >.33
Touch is very important when making purchasing decisions and shopping. Feel is also influenced by the shape and
structure of the package, as well as the graphical aspects.34

4.1.2.2. Sight in Sensory Marketing

Vision is the most important and strongest sense in marketing. According to Jayakirishnan (2013), More than 80%
of his commercial and purchasing communications are done through sight.35
According to Farias et al. (2014), < colors cause different reactions in people (biological, psychological, attention to
objects) and has a certain psychological impact on customers. >.36
According to Grębosz and Wrońska (2012), < the aesthetic qualities of a company and its products can influence
customer behavior in retail. They have the ability to influence how people perceive objects and companies. This shows
why appropriate visual changes are important for business and marketing efforts >37

4.1.2.3. Smell in Sensory Marketing

According to Grbosz & Wroska (2012), < the sense of smell is considered to be the most closely associated with
emotional responses among the five senses. Smell is directly related to the spirit of joy and hunger. Furthermore, the sense
of smell is the sense most closely connected to the mind. More importantly, retailers need to carefully consider the
evidence that odors can influence buyers so that odor-related marketing opportunities arise>.
According to Mahmoudi et al. (2012), < smell is closely connected to our emotions and therefore has a great influence on
our behavior.>.38

4.1.2.4. Hearing in Sensory Marketing

Grbosz and Wroska (2012) define sound as < any disorder which moves over a flexible average, for instance, air,
ground, or water and is heard by the human ear>.

27Costa, M. F.‚ Patricia‚ Z. Natasha‚ R. Jessica‚ A and Maria‚ G. V.‚ (2012). Sensory marketing: consumption experience of the Brazilian in
the restaurant industry. International Journal of Business Strategy‚ 12(4), 165-171.

28Shabgou, M., & Daryani, S. M. (2014). Towards The Sensory Marketing: Stimulating The Five Senses (Sight, Hearing, Smell, Touch And
Taste) And Its Impact On Consumer Behavior. Indian Journal of Fundamental and Applied Life Sciences, 573-581.

29 Erenkol, A. D. (2015). Sensory Marketing. Journal of Administrative Sciences and Policy Studies, 3(1).
https://doi.org/10.15640/jasps.v3n1a1.

30 Hulten, B. (2020). Sensory Marketing: An Introduction

31Ren, L., Qiu, H., Ma, C., & Lin, P. (2018). Investigating Accommodation Experience in Budget Hotels. International Journal of
Contemporary Hospitality Management, 30(7), 2662–2679. https://doi.org/10.1108/IJCHM-11-2016-0625.

32 Manzano, R., Serra, T., & Gavilán, D. (2019). Sensory Marketing: Straight to the Emotions.

33 Helmefalk, M., & Berndt, A. (2018). Shedding light on the use of single and multi-sensory cues and their effect on consumer

behaviours. International Journal of Retail and Distribution Management, 46(11–12), 1077–1091.

34 Mokrý, S., Birčiaková, N., Slováčková, T., Stávková, J., Nagyová, Ľ. 2016. Perception of wine labels by Generation Z: Eye-tracking

experiment. Potravinarstvo, vol. 10, no 1, p. 524-531. https://dx.doi.org/10.5219/647

35 Jayakrishnan S.‚ (2013). Creating brand identity using human senses. Asia Pacific Journal of Research‚ 2(8), 223-228 -
http://ssrn.com/abstract=2346045.

36 Farias S. A.‚ Aguiar E. C. and Melo‚ F. V. S.‚ (2014). Store atmospherics and experiential marketing: A conceptual framework and
research propositions for an extraordinary customer experience. International Business Research‚ 7(2) ‚ 87-99.

37 Grębosz, M., and Wrońska, B. (2012). Sensory Impact on Customer Behaviour. Konsumpcja i Rozwój, 2(3), 67-77.

38Maymand, M., Ahmadinejad, M., and Nezami, P. (2012). Sensory brand: studying the relationship between 5 senses and brand value at
the world's 100 top companies. Australian Journal of Basic Applied Sciences, 6(8), 337-343

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4.1.2.5. Touching in Sensory Marketing

According to Rodrigues et al. (2011), temperature, weight, and shape positively influence the touch experience and
increase customer loyalty>.39
According to Grbosz & Wroska (2012), touch is the only sense among the five senses that can be experienced
anywhere in the body, unlike the other senses, which are mostly confined to specific parts of the human body map.
According to Rodriguez et al. (2011), temperature, weight, and shape all positively influence the touch experience
and increase customer loyalty>. E) Sense of sensory marketing.

4.1.2.6. Taste in Sensory Marketing

Taste is one of her most important customer advisors. Sensation affects the taste buds on the tongue. Human taste
buds then recognize her four basic tastes: sweet, salty, sour, and bitter. Taste varies from person to person and depends
largely on the amount of saliva produced by each person.40
According to research by Babin et al. (2003), stimulating customer preferences leads to sales and customer loyalty.41
According to Sendra et al. (2017)42, young people tend to eat and prefer what their parents and friends are eating.
People tend to imitate the behaviors of others, and this also applies to eating. Taste experiences can include other sensory
expressions that can connect all of the human senses and create a multi-sensory brand experience. This is because
customers evaluate not only the actual taste but also the look, feel, and smell (Hultén, 2015)43
According to Mcleod (2021), the process of being influenced by friends, family, and other acquaintances and changing
behavior according to their suggestions can be called social influence.44
According to Bamakan, Nurgaliev & Qu (2019)45, opinion leaders, who are individual or formal users of a brand, have
the ability to influence consumers' decisions to choose a product or not.

4.1.2.6.1. The Development of Experiential Marketing

• Experiential marketing is a marketing concept that provide consumers with
• Experiences through senses and emotions (Sargi & Mattos, 2015).46
• Experiential marketing focuses on creating enjoyable experiences during purchase, time of consumption and after-
consumption, creating emotions, feelings and
• Thoughts on the interaction between customers and goods or services.
• According to Franco, Moia, Silva et al. (2017),47 the use of experiences should be part of marketing strategies,
mainly involving psychological factors.
According to Smith and Hanover (2016), digital marketing has limited options, including marketing methods such
as advertising, promotional marketing, and direct marketing. Modern consumers interact with brands they are interested
in real-time.
They begin to place less importance on the opinions of sellers and more on the opinions of other consumers on
social networks. Experiential marketing has become today's "new traditional marketing." (Smith & Hanover, 2016, p. 12)48

4.1.3. The Importance of Packaging in Food Industry

4.1.3.1. Packaging Functions

Packaging can be recognized as a means of communication between the manufacturer and the final consumer.49

39 Rodrigues C.‚ Hultén B. and Brito C.‚ (2011). Sensorial brand strategies for value Co-creation. Innovative Marketing‚ 7(2)‚ 40-47.

40 MUSIAŁ, S.: Wszystko naraz. In Marketing w Praktyce, 2010, Vol. 10, p. 26.

41 B.J. Babin et al. Color and shopping intentions: The intervening effect of price fairness and perceived affect

42 Sendra-Nadal, E., & Carbonell-Barrachina, Á. A. (Eds.). (2017). Sensory and aroma marketing. Wageningen Academic Publishers.

43 Hultén. B (2015). Sensory Marketing.

44 Mcleod, S. (2021). Social Influence. Retrieved May 17 from: https://www.simplypsychology.org/a-level-social.htm

45Bamakan, S., Nurgaliev, I., & Qu, Q. (2019). Opinion leader detection: A methodological review. Expert Systems With Applications, 115,
200-222. https://doi.org/10.1016/j.eswa.2018.07.069

46 SARGI, L; MATTOS, A. O marketing de experiência e a sua importância no cenário mercadológico atual. In: CONGRESSO DE CIÊNCIAS
DA COMUNICAÇÃO NA REGIÃO CENTRO-OESTE, 17, 2015, Campo Grande, MS. Anais... Campo Grande: Intercom, 2015. p. 1-10.
47 FRANCO, N. et al. A Importância do Marketing de Experiência no Fluxo Logístico de um Parque Temático. Estudo de Caso: Walt Disney.

South American Development Journal Society, v. 5, n. 2., p. 149- 161, July 2017.
48 SMITH, K; HANOVER, D. Experiential Marketing: Secrets, Strategies, and Success Stories from the World’s Greatest Brands. New

Jersey: Wiley, 2016.

49 (Gonzalez, M. P., Thorhsbury S., and Twede D., ―Packaging as a tool for product development: Communicating value to consumers, ‖

Journal of Food Distribution Research, 38 (1), 61-66, 2007.)

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In the production of products, packaging has the main function of preventing damage that may occur during
transportation, storage, sale, and use.50. Food packaging is made from new or recycled materials and must ensure food
safety and limit the transfer of contaminants into food.51
Packaging is critical to maintaining safety, quality, and nutritional integrity throughout a food's life cycle and
provides a barrier against biological, chemical, and physical problems.52
Packaging helps reduce product waste and extend shelf life. The function of packaging moves from protection to
information and persuasion.53 Packaging also serves as a product promotion tool.54 Packaging is also important for
marketing and product information because when shopping, customers always make purchasing decisions based on
product characteristics and appearance.55.
Packaging helps manufacturers build their brand image56. Packaging helps create an image in the consumer's mind
that can promote loyalty and trust and increase awareness through brand image.57

4.1.3.2. Packaging Elements

Klimchuk and Krasovec (2013)58 define packaging as "the act of wrapping or covering a product or group of
products" and product design as "the creative combination of shape, structure, materials, colors, images, typography, and
other design elements."
Packaging design is used to protect, transport, distribute, store, identify, and differentiate products in the
marketplace. Packaging is one of the marketing decision areas for a “product” and one of the elements of the marketing
mix.59
When designing packaging, companies need to decide on various elements such as packaging material, size, color,
shape, and graphic design (Kiygi-Calli, 2016; Kiygi Calli & Kilic, 2017).60
For example, package size is an important factor in packaging because it determines the amount of material used.
Brands have category-specific design elements. Category-specific design element cues include color, typographic style,
type, structure, and other design elements. Recent studies have shown that design, graphics, colors, and materials have a
significant impact on consumer purchase intentions.61
There are many variables in packaging design that lead consumers to a product. The four most important elements
to focus on are color, physical structure or shape, symbols and numbers (images), and typography (Klimchuk & Krasovec,
2013).

4.1.3.3. Color
Colors are related to people's emotions and thoughts. Color helps us remember time, space, and objects. Color can
be used to communicate, persuade, reflect emotions, or increase interest in a product. Color is one of the most important
elements of packaging design. Packaging and product color play an essential role in product rememberability. Consumers
tend to focus on packaging and product color over all other visual features. The color of packaging has a psychological
impact on consumers and influences their purchasing intentions (Klimchuk & Krasovets, 2013).

50(Wells, L. E., Farley, H., & Armstrong, G. A., ―The importance of packaging design for own-label food brands, ‖ International Journal of
Retail & Distribution Management, 35 (9), pp. 677-690, 2007.)

51 US Food and Drug Administration. Guidance for Industry: Use of Recycled Plastics in Food Packaging (Chemistry Considerations).

Available online: https://www.fda.gov/media/150792/download (accessed on July 14 2022).

52 Centers for Disease Control and Prevention. Estimates of Foodborne Illness in the United States. Available online:

https://www.cdc.gov/foodborneburden/2011-foodborne-estimates.html (accessed on June 14 2022).

53 (Anonymous, ―Product packaging: Empty Promises? ‖ Consumer Policy Review, Nov/Dec, pp. 206-211, 2000).

54 (Anonymous, ―Product packaging: Empty Promises? ‖ Consumer Policy Review, Nov/Dec, pp. 206-211, 2000).

55 Fenko, A.; Schifferstein, H.N.; Hekkert, P. Shifts in Sensory Dominance between Various Stages of User-Product Interactions. Appl.
Ergon. 2010, 41, 34–40. [Google Scholar]
56 (Keller, K. L., Strategic brand management: Building, measuring and managing brand equity, 2nd ed., Englewood Cliffs, NJ: Prentice-

Hall, 2003.).

57 (Mowen, J. and Minor, M., Consumer Behaviour, 5th Ed, New Jersey: Prentice Hall, 1998.)

58 Klimchuk, M. R., & Krasovec, S. A. (2013). Packaging design: Successful product branding from concept to shelf. London: Wiley.

59 Perreault, W., Jr., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. McGraw-Hill Higher Education

60 Kiygi-Calli, M., & Kilic, S. (2017). The impact of package design on consumers’ purchase intention. In The 22nd Marketing Congress,

Trabzon, Turkey

61Farooq, S., Habib, S., & Aslam, S. (2015). Influence of product packaging on consumer purchase intentions. International Journal of
Economics, Commerce and Management, 3(12), 538–547. François-Lecompte, A. (2005). La CSR: Proposition et validation d’un cadre
conceptual intégrateur (Doctoral dissertation). University Pierre-Mendès-France, Grenoble

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Barchiesi et al. (2016) conducted a study showing which packaging colors best convey her CSR to consumers. They
found that green packaging is not the best solution to convey CSR messages to consumers, even though the color green is
mainly associated with CSR concepts.

4.1.3.4. Structures and Materials

Structure is the physical condition of the product package in the hands of the end user. Construction is directly
related to the ergonomics of the package. The ergonomic nature of the packaging allows for proper opening and closing
and safe removal and storage of the product. As people change, their needs change, and with this, packaging materials have
also changed and developed. The packaging materials are mainly wood, cardboard, metal, glass, glass plastic, plastic, and
environmentally friendly recycled packaging (Kokamanlal, 2008).

4.1.3.5. Imagery
Combining images and printed words expands the meaning of the overall packaging design (Klimchuk & Krasovec,
2013).
The presence of images on packaging conveys information to consumers and can, therefore, directly influence
their opinions about the product. Images are used in packaging (Klimchuk & Krasovec, 2013):
• To view products,
• To represent the target market;
• To create an atmosphere,
• To increase reliability,
• To emphasize appetite

4.1.3.6. Typography
Typography is the use of letters to communicate visually and is part of a culture's visual language. It is one of the
graphic design elements of product packaging and influences consumer perception (Ampuero & Vila, 2006).62
Typography also influences communication through product packaging. The characteristics of typography are: readability,
size, shape, style, reading time.
Changes in consumer behavior, which is becoming increasingly sensitive to social and environmental issues, are
also one of the reasons why companies practice CSR. Therefore, marketers and manufacturers must play a socially
responsible role in the market and take into account (Klimchuk & Krasovec, 2013):
• The use of recycled materials, secondary packaging or excess;
• Reducing the size of packaging;
• Implications for production packaging and transport of concentrated products to reduce environmental impact;
• Impact of transport and transport on the environment in terms of gas emissions and energy efficiency;
• Short-term and long-term environmental impact;
• Cost-benefit analysis for friendly packaging.

4.1.3.6.1. Technical Elements

4.1.3.6.1.1. Types of Plastic Used

The following types of plastics are used in food packaging63: Polyethylene (PE), polypropylene (PP), polyester
(PET, PEN, PC) ionomers, ethylene vinyl acetate (EVA), polyamide (PA), polyvinyl chloride (PVC), polyvinylidene chloride
(PVdC), polystyrene (PS) Styrene-butadiene (SB), acrylonitrile-butadiene-styrene (ABS), ethylene vinyl alcohol (EVOH)
polymethyl pentene (TPX), high Nitrile polymers (HNP), fluoropolymers (PCTFE/PTFE), cellulosic materials, polyvinyl
acetate (PVA).

62 Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of Consumer Marketing, 23(2), 100–112.

63 Website for European Plastics in Contact with Food regulations, see

http://ec.europa.eu/food/food/chemicalsafety/foodcontact/legisl list en.htm#02–72.

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Figure 4
Worldwide Consumption of Packaging Materials by Type
Source: http://www.watradehub.com/

4.1.3.6.2. Printing and Labeling Constraints (Rigid Containers)

In-mold labeling is a printing and labeling process where printed labels are applied directly to containers and lids
during molding. This technique is used in blow molding and injection molding processes to provide a label embossing or
embossing effect on molded parts.
There are also pressure-sensitive labels made of plastic, paper, or laminated aluminium foil that is attached with
adhesive around the plastic packaging. After use, labels and packaging can be easily separated for proper waste disposal.64

4.1.4. Impact of Packaging on Consumer Behavior

4.1.4.1. Packaging and Customer Attraction

• According to Vidales Giovannetti (2005:156)65 , packaging design can motivate customers to purchase a product.
• Furthermore, according to Gonzalez et al. (2007:63)66, packaging is the only bridge between the customer and the
product; Packaging helps communicate the value of your product to your customers.
• According to Rundh (2005:670)67, packaging is a tool to attract the attention of consumers to a particular brand.
Packaging also helps improve brand image and influences consumer perception of the product.
• Packaging helps to stimulate the customer's purchase behavior of the product. Help customers differentiate your
product from other similar products.68
• According to Griffin et al. (2000: 264)69, good packaging helps attract customers, convey messages to customers,
sell the product, and ultimately create desire for the product. Customers are ready to pay more for better
packaging.70
• According to Silayoi and Speece (2004:610)71, packaging can be divided into two element categories: visual
elements (graphics, color, and shape, size) and informational elements (information and technology provided).

64 British Plastics Federation www.bpf.co.uk.

65 (Vidales, H., Giovannetti, O., (2005), "The best new cities for business", Fortune, July 25, pp. 153-158.).

66(Gonzalez M. P., Thorhsbury S., & Twede D. (2007). Packaging as a tool for product development: Communicating value to consumers.
Journal of Food Distribution Research 38

67 Rundh, B. (2005). The multi-faceted dimension of packaging. British Food Journal, 107 (9).
68 (Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time
pressure. British Food Journal, 106
69 (Griffin, R. C., S. Sacharow, and A. L. Brody (2005). Principles of PackageDevelopment,2nd ed. Van Nostrand Reinhold, New York.)

70 (Kotler Philip (2000) Marketing Management: Millennium Edition, July, Madden, T. J., Hewett, Kotler, Philip (2000). Marketing

Management, Prentice-Hall, Upper Saddle River, New Jersey.)

71 (Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time

pressure. British Food Journal, 106 (8).

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4.1.4.1.1. Labeling and Customer Buying Decision

Labels in packaging design help increase consumer awareness of a product and communicate product benefits to
customers. Therefore, the main goal of packaging design is to understand and satisfy the customer.72
Innovative packaging design can create a new position in the market.73
According to Mintel research, 63% of consumers consider ingredient lists, and 50% of consumers consider
nutrition facts when purchasing food (Mintel, 2020)74. Therefore, labels can influence customer perceptions, purchasing
decisions, and overall product experience.

4.1.4.1.2. Innovative Packaging and Brand Image

According to Nielsen research, packaging innovation helps brands stand out in the market and achieve higher sales
growth. Innovative packaging can also create a positive unboxing experience, increase customer satisfaction, and increase
customer loyalty.
According to (Becker, Van-Rompay, Schiff erstein & Galetzka, 2011)75 <Consumers often judge product quality and
price based on the color of the packaging>.
Innovative packaging with new attractive colors can improve customer purchasing behavior and product brand
image.
According to Becker et al. (2011)76 , visually appealing packaging colors play an important role in motivating
consumers to purchase.
According to Mitul M. Deliya and Mr. Bhavesh J. Parmar (2012)77, consumer purchasing behavior is determined by
packaging and its features. Packaging elements include packaging colors, background images, packaging materials, font
styles, packaging design, print information, and innovations. All of them are used as predictor variables.
In recent times, innovation and creativity have enabled packaging to play a dynamic role in the preservation,
containment, protection and marketing of food.78
According to (Louw, A., Kimber, M. (2007), < packages should be attractive, recognizable, and there should be
differentiation between products>79
< With increased mobility and social media usage, interactive design concepts can be used to engage and
communicate with consumers. Interactive innovation packages can be not only more targeted but also more personalized
and more integrated.> 80
According to Cammarelle, A., Lombardi, M., Viscecchia, R. (2021) < creative new forms of packaging can be a great
way to identify and classify products. There is.>81
According to Vyas, H. Bhuvanesh v. (2015) < the packaging shape attracts attention by (47%), facilitates product
identification in markets by (47%), and ease of handling by (48%), and appropriate pack size (48%) to match the required
demand or quantity level, easy to catch (50%), and increases consumer willingness to consume>82

4.1.4.1.3. The Impact of CSR on Food Packaging

In the business world, there is increasing interest in corporate social responsibility (CSR).
For Jobber and Ellis-Chadwick (2012) it is “the ethical principles to which organizations are held accountable and
how their actions may impact society and the environment.”83

72 (B. Carsrud. “The verbal and visual components of Package Design”. Journal of Product and Brand Management, vol.9, pp.56-70, 2009.)

73 (B. Rundh. “The Multi-faceted Dimension of Packaging”. British Food Journal, vol.107, pp.670-684, 2005.)

74 https://kemtek.co.za/wp-content/uploads/2022/04/Mintel-2020-Global-Packaging-Trends.pdf
75 Liza Becker
Search author for Liza Becker Thomas J.L. van Rompay, Hendrik N.J. Schifferstein, Mirjam Galetzka
Food quality and preference 2011 v.22 no.1 pp. 17-23
76 Becker L., van Rompay T. J. L., Schifferstein H. N. J., Galetzka M. (2011). Tough package, strong taste: The influence of packaging design

on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17–23.
77 Mr. Mitul M. Deliya, & Mr. Bhavesh J. Parmar,. (2012). Role of Packaging on Consumer Buying Behavior Patan District. Global Journal

Of Management And Business Research, Volume 12(Issue 10 Version 1.0), 49-67.

78 (Drago, E., Campardelli, R., Pettinato, M., Perego, P., (2020). Innovations in Smart Packaging Concepts for Food: An Extensive Review.

MDPI, Foods 2020, 9, 1628; doi:10.3390/foods9111628, www.mdpi.com/journal/foods.)

79 (Louw, A., Kimber, M. (2007). The Power of Packaging: The Customer Equity Company is a wholly-owned subsidiary of TNS (UK).

80 (Elkhattat, D., Medhat, M.,(2020). Using Technology in Smart and Intelligent Food Packages as a Communicational Tool with
Consumers, 2021 World Conference on Computing and Communication Technologies (WCCCT),
https://ieeexplore.ieee.org/document/9443994, DOI: 10.1109/WCCCT52091.2021.00027)

81 (Cammarelle, A., Lombardi, M., Viscecchia, R., (2021), Packaging Innovations to Reduce Food Loss and Waste: Are Italian
Manufacturers Willing to Invest?, MDPI Sustainability 2021, 13, 1963. https://doi.org/10.3390/su13041963
https://www.mdpi.com/journal/sustainability )

82 (Vyas, H., Bhuvanesh v. (2015). Packaging design elements and users' perception: a context in fashion branding and communication.
Journal of Applied Packaging Research, https://scholarworks.rit.edu/cgi/viewcontent.cgi?referer=http
s://www.google.com/&httpsredir=1&article=1 034&context=japr )

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Business Dictionary (2018)84 defines CSR as "a company's sense of responsibility towards the communities and
environment (environmental and social) in which it operates." Companies express this citizenship through processes that
reduce waste and pollution and through which they provide educational and social programs. It is about achieving an
appropriate profit from the resources used."
For this reason, many companies use corporate social responsibility to demonstrate that they have considered the
economic, social and environmental impact of their activities to gain a competitive advantage in the market. Incorporate
the program into your business plan.
CSR covers both social and environmental issues, and its practice is primarily voluntary. Retailers offer consumers
ethical products, including brands with social and environmental elements. Laws and regulations have increased the
importance of CSR (Tekin et al., 2015)85.
The most important factors are laws and regulations that turn CSR practices into mandatory practices. Companies
have recognized the importance of the environment and have started adopting some strategies and changing their
business processes. From an environmental protection perspective, these companies consider environmental issues to be
an important part of their social responsibility. Especially when managing supply chains, it is also important to consider
whether suppliers and other companies in the chain are all implementing CSR activities and practices. All companies,
including suppliers, are responsible for not harming the environment, reducing waste and pollution, managing gas
emissions, and complying with government regulations while reducing costs and increasing profits (Tekin et al., 2015).
Tekin et al. (2015) summarize some environmental CSR practices in supply chains as follows:
• Purchase and Use Recycled Materials for Packaging Materials.
• Encourage Suppliers For Waste Reduction.
• Produce Recyclable and Reversible Materials in Manufacturing and Design.
• Compliance with Environmental Protection Standards in Life Cycle Management, Production, Packaging and
Storage Processes.
• Supporting Suppliers in Implementing Processes to Protect the Environment.
Companies want to incorporate CSR into their processes to achieve higher customer satisfaction and loyalty, better
corporate image and reputation, higher productivity, lower costs and higher profits. Companies are incorporating CSR
practices into business processes such as purchasing, warehousing, packaging, transportation, and distribution.
CSR practices in the packaging process include various activities such as storing products and protecting them from
deterioration. The process should use recycled and non-hazardous materials, reduce waste and energy consumption, and
be designed not to harm the ecosystem (James et al., 2005).86
When it comes to packaging, package size is often ignored, but it is an important factor. The size of the package
directly affects the amount of material used. Companies that offer optimally packaged products utilize their resources
more effectively. Additionally, small packages help companies reduce loading and transportation costs.
Sustainability issues in the food industry mean reducing waste through high-quality packaging and long product shelf
life.87
To reduce packaging waste, we need to adopt a circular approach that reduces, reuses and recycles packaging
materials.88 Reducing packaging materials reduces the weight and materials used in packaging production. This means
that packaging is made lighter by using plastic materials, rather than relying on cans or glass bottles.89. Reusing packaging
in a circular economy means collecting the original packaging, cleaning it and refilling it with the same product to ensure
product safety. Reusable packaging must be strong enough to withstand repeated use.90 In a circular economy, recycling is

83 Jobber, D., & Ellis-Chadwick, F. (2012). Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education

84 Business Dictionary. (2018). Corporate social responsibility. Retrieved from: http://www.

businessdictionary.com/definition/corporate-social-responsibility.html.

85 Tekin, E. K., Ertürk, A., & Tozan, H. (2015). Corporate social responsibility in supply chains

86 James, K., Fitzpatrick, L., Lewis, H., & Sonneveld, K. (2005). Sustainable packaging system development. In L. Filho (Ed.), Handbook of

sustainability research. Frankfurt, Germany: Peter Lang Scientific Publishing.

87Guillard, V.; Gaucel, S.; Fornaciari, C.; Angellier-Coussy, H.; Buche, P.; Gontard, N. The Next Generation of Sustainable Food Packaging to
Preserve Our Environment in a Circular Economy Context. Front. Nutr. 2018, 5, 121.
88 Food and Agriculture Organization of the United Nations. Reduce, Reuse, Recycle: A Mantra for Food Packaging. Available

online: https://www.fao.org/fao-stories/article/en/c/1441299/ (accessed on June 28 2022).

89 Berg, P.; Feber, D.; Granskog, A.; Nordigården, D.; Ponkshe, S. The Drive toward Sustainability in Packaging—Beyond the Quick Wins.

Available online: https://www.mckinsey.com/industries/paper-forest-products-and-packaging/our-insights/the-drive-toward-

sustainability-in-packaging-beyond-the-quick-wins (accessed on June 28 2022).

90 Sand, C.K. Orchestrating More Sustainable Reusable Food Packaging. Available online: https://www.ift.org/news-and-

publications/food-technology-magazine/issues/2020/december/columns/packaging-orchestrating-more-sustainable-reusable-food-
packaging (accessed on August 12 2022).

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important to reduce waste, but cleanliness is also very important. Therefore, recycling must be done through mechanical
and chemical processes.91.

4.2. Field Research

4.2.1. Emission of Hypothesis/Quantitative Research

4.2.1.1. Hypothesis
1- Hypothesis 1 for the relationship between Buying Behavior and innovative Packaging color:
• H0: There is no relationship between Buying Behavior and innovative Packaging color.
• H1: There is a relationship between Buying Behavior and innovative Packaging color.
2- Hypothesis 2 for the relationship between Buying Behavior and Packaging material:
• H0: There is a relationship between Buying Behavior and Packaging material.
• H1: There is a relationship between Buying Behavior and Packaging material.
3- Hypothesis 3 for the relationship between Buying Behavior and innovative Packaging form:
• H0: There is no relationship between Buying Behavior and innovative Packaging form.
• H1: There is a relationship between Buying Behavior and innovative Packaging form.
4- Hypothesis 4 for the relationship between Buying Behavior and innovative packaging graphics:
• H0: There is no relationship between Buying Behavior and innovative packaging graphics.
• H1: There is a relationship between Buying Behavior and innovative packaging graphics.

5. Data Analysis
Out of 400 questionnaires distributed, 325 were received back and authentic for research study.

5.1. Graphical Presentation of Data: BAR CHARTS

A bar graph is a type of graph used to evaluate counts, frequencies, or other measures (such as averages) for
various discrete data categories.

5.1.1. Gender of Respondents

Sex Frequency Percentage

Male 143 44 %
Female 182 56 %
Total 325 100 %
Table 3

Figure 5

• Interpretation: As seen in this pie diagram, 56% of our respondents are female, while 44% are male. This
percentage is representative of the overall Cameroon population where we have more women than men.

91Franz, R.; Welle, F. Recycling post-consumer packaging materials into new food packaging applications—Critical review of the
European approach and future perspectives. Sustainability 2022, 14, 824.
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5.1.1.1. Which Features of Packaging Are Influencing Your Buying Behavior?

Elements Number Percentage

Innovative packaging color 30 9.23 %
Innovative packaging labeling 95 29.23 %
Packaging materials 180 55.38 %
Innovative packaging shape 20 6.15 %
total 325 100 %
Table 4

Figure 6

• Interpretation: As seen in this diagram, according to respondents, packaging materials and innovative packaging
labeling are the most attractive packaging elements when it comes to buying chocolate products. Innovative
packaging color is also essential when considering innovative shapes.

5.1.1.2. Innovative Packaging Color Influences Buying Behavior

Definitely Probably
Gender Possibly Probably Yes Definitely Yes Total
Not Not
Male 35 24% 12 8% 40 28% 26 18% 30 21% 143
female 17 9% 20 11% 50 27% 38 21% 57 31% 182
total 52 16% 32 10% 90 28% 64 20% 87 27% 325
Table 5

Figure 7

• Interpretation: According to this bar chart, women are more likely to buy cases of innovative packaging color.

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5.1.1.3. Innovative Packaging Shape Influences Buying Behavior

Gender Definitely Probably Possibly Probably Definitely Total

Not Not Yes Yes
Male 10 (53%) 21 (62%) 28(44%) 49(42%) 35(38%) 143 (44%)
Female 9(47%) 13 (38%) 35(56%) 68(58%) 57(62%) 182(56%)
Total 19(100%) 34 (100%) 63 (100%) 117(100%) 92 (100%) 325 (100%)
Table 6

Figure 8

• Interpretation: According to this bar chart, women are more likely to buy in cases of innovative packaging shapes,
and more men will not definitely buy in cases of innovative shapes.

5.1.1.4. Packaging Materials Influence Buying Behavior

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not

Male 23 36 42 22 20 143
female 14 26 50 45 47 182
total 37 62 92 67 67 325
Table 7

Figure 9

• Interpretation: According to this column chart, packaging materials has a significant impact on men's and
women's buying behavior (42 men -50 women) and women are more likely to choose product with a good
packaging materials ( 47 women-20 men)

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5.1.1.5. Innovative Packaging Labeling Influences Buying Behavior

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not

Male 20 12 28 45 38 143
female 6 14 32 69 61 182
total 26 26 60 114 99 325
Table 8

Figure 10

• Interpretation: As seen on this column chart, females are more likely to buy in case of innovative packaging
labeling, but this aspect of packaging is essential for men, too and can impact their buying behavior.

5.2. Chi Square Test

 The chi-square formula: X 2 = ∑ (O- E) 2
E
X 2 = computed chi-square
O = observed frequencies
E = expected frequencies
∑ = summation
 expected value formula:
E= (Row Total × Column Total)
Grand Total
 Critical value formula = (r-1) (C-1)
 significance level of 0.05 (alpha = 0.05)

Table 9: Critical Values of Chi-Square Distribution

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5.2.1. Innovative Packaging Color Influences Buying Behavior

Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Male 35 24% 12 8% 40 28% 26 18% 30 21% 143
female 17 9% 20 11% 50 27% 38 21% 57 31% 182
total 52 16% 32 10% 90 28% 64 20% 87 27% 325
Chi-square 15,51
Degree of freedom (5-1)*(2-1) 4
Table 10

The Critical Value of X2 0.05 = 9.488 from the chi-square table at 4 degrees of freedom.

Decision: Since the calculated X 2 value of 15.51 is greater than the critical value, which is 9.488, we reject the null
hypothesis Ho and accept the alternate hypothesis H1, which states that packaging color influences buying behavior.

5.2.2. Innovative Packaging Shape Influences Buying Behavior

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not

Male 10 (53%) 21 (62%) 28(44%) 49(42%) 35(38%) 143 (44%)

female 9(47%) 13 (38%) 35(56%) 68(58%) 57(62%) 182(56%)
total 19(100%) 34 (100%) 63 (100%) 117(100%) 92 (100%) 325 (100%)
Chi-Square 6,47
Degree of freedom 4
Table 11

The Critical Value of X2 0.05 = 9.488 from the chi-square table at 4 degrees of freedom.

Decision: Since the calculated X 2 value of 6.47 is less than the critical value, which is 9.488, we valid the null
hypothesis Ho, which states that innovative packaging shapes do not influence buying behavior, and we reject the
alternate hypothesis H1.

5.2.3. Packaging Materials Influence Buying Behavior

Gender Definitely Not Probably Possibly Probably Definitely Yes Total

Not Yes
Male 23 36 42 22 20 143
female 14 26 50 45 47 182
total 37 62 92 67 67 325
Chi-square 18,87
Degree of freedom (5-1)*(2-1)
Table 12

The Critical Value of X2 0.05 = 9.488 from the chi-square table at 4 degrees of freedom.

Decision: Since the calculated X 2 value of 18.87 is greater than the critical value of 9.488, we reject the null
hypothesis Ho and validate the alternate hypothesis H1, which states that packaging materials influence buying behavior.

5.2.4. Innovative Packaging Labeling Influences Buying Behavior

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not

Male 20 12 28 45 38 143
female 5 15 32 69 61 182
total 25 27 60 114 99 325
Chi-square 15,54
Degree of freedom 4
Table 13

The Critical Value of X2 0.05 = 9.488 from the chi-square table at 4 degrees of freedom
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Decision: Since the calculated X 2 value of 15,54 is greater than the critical value of 9.488, we reject the null
hypothesis Ho and validate the alternate hypothesis H1, which states that innovative packaging labeling influences buying
behavior.

6. Managerial Recommendations
Based on our findings, we recommend the following:
• Chocojoy should always choose eco-friendly packaging, not only to promote the product but also to protect the
environment in the long run.
• Chocojoy should not ignore the packaging element and consider packaging as one of the most important tools for
your organization and products to succeed in the market.
• In order to improve the competitiveness of their products in the market, they should regularly assess how
consumers react to their products' packaging, ensure that their packaging is attractive to consumers, and improve
their product Sales.
• Chocojoy must ensure that the packaging reflects the quality of the product and always puts packaging into
product decisions to create a good image of the product in the minds of consumers.
• Marketers and companies can create appropriate and sufficiently detailed marketing strategies that appeal to the
women in this study in terms of innovative packaging elements and purchasing behavior. By understanding female
consumer trends, marketers can adjust their market segmentation and strategy accordingly and avoid blindly
promoting their products.
• Marketers should focus on female consumers. Female consumers have a positive attitude towards innovative
packaging elements. Marketers should accurately package their products to promote positive outcomes for female
consumers.
• Marketers and companies can hire relevant influencers or brand ambassadors who align with their products and
values and continuously gather feedback from predominantly female customers through surveys, reviews and
media interactions.
• Marketers can ensure that packaging images and messages reflect diverse and inclusive women.
• Companies can create packages that resonate with their female audience. This may include using colors, images
and fonts that match their preferences and values, taking into account factors such as aesthetics, practicality and
environmental impact.
This research is only limited to Cameroon and in the field of packaging in the food industry; the result of this
research could not be applied either in other countries or in other research fields.
This research exclusively focuses on adult and their preference regarding innovative packaging. Therefore, the
finding is not applicable to other demographic groups, such as children, teenagers and senior citizens, who may have
different responses to innovative packaging.

7. Conclusion
Packaging is one of the most important means of communication, a dynamic force in our society and the
workhorse of branded products. Packaging not only protects your product but also increases product sales.
Packaging influences consumer purchasing behavior, so good packaging makes it easier for customers to handle
the product, and the information printed on product packaging helps customers understand the product in detail, like
ingredients used, manufacturing and expiration dates, product price, etc. This printed information helps customers make
purchasing decisions.
Packaging also makes it clear to identify the right product among the variety available on the market and
promotes brand loyalty. In fact, people are increasingly demanding product quality and packaging protection.
The proposed research model of Chocojoy's packaging elements that ultimately influence consumer choice was empirically
tested. The study found that innovation in packaging elements such as color, labeling, and materials are most important to
consumers purchasing decisions. The study concluded that women are more likely to purchase Chocojoy products with
innovative packaging colors, labels, and materials. These factors are also important for men when making purchasing
decisions. However, of all the factors, the packaging shape has the least impact on the purchasing behavior of women and
men, and is considered to be a minor purchasing factor.
Decisions regarding innovative packaging elements were evaluated, and overall, it was concluded that this study
shows that packaging materials, labels and colors are associated with the purchasing behavior of Chocojoy consumers in
Cameroon.

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Appendix

Questionnaire

Gender of Respondents

Sex Frequency Percentage

MALE 143 44 %
FEMALE 182 56 %
TOTAL 325 100 %

Q1- Which features of packaging are influencing your buying behavior?

Elements Number Percentage

Innovative packaging color 20 6.15 %
Innovative packaging labeling 95 29.23 %
Packaging materials 180 55.38 %
Innovative packaging shape 30 9.23 %
total 325 100 %

Q2- Innovative packaging color influence buying behavior.

Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Male 35 24% 12 8% 40 28% 26 18% 30 21% 143
female 17 9% 20 11% 50 27% 38 21% 57 31% 182
total 52 16% 32 10% 90 28% 64 20% 87 27% 325

Q3- The color of a product's packaging affects my perception of the product's quality.

Gender Definitely Probably Not Possibly Probably Yes Definitely Total

Not Yes
female
total

Q4- I am more likely to notice and remember products with colorful packaging.

Gender Definitely Probably Not Possibly Probably Yes Definitely Total

Not Yes
Male 71% 60% 42% 37% 40% 44%
female 29% 40% 58% 63% 60% 56%
total 100% 100% 100% 100% 100% 100%

Q5- Changing color of the packages is something essential and motivates you to buy.

Gender Definitely Probably Not Possibly Probably Yes Definitely Yes Total
Not
Male 18 25 24 30 46 143
female 5 31 43 43 60 182
total 23 56 67 73 106 325

Q6- Innovative packaging shapes influence buying behavior.

Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Male 10 (53%) 21 (62%) 28(44%) 49(42%) 35(38%) 143 (44%)
female 9(47%) 13 (38%) 35(56%) 68(58%) 57(62%) 182(56%)
total 19(100%) 34 (100%) 63 (100%) 117(100%) 92 (100%) 325 (100%)

Q7- Offering a product in a new shape attracts your attention towards it.

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Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Male 10 (53%) 21 (62%) 28(44%) 49(42%) 35(38%) 143 (44%)
female 9(47%) 13 (38%) 35(56%) 68(58%) 57(62%) 182(56%)
total 19(100%) 34 (100%) 63 (100%) 117(100%) 92 (100%) 325 (100%)

Q8- Distinguish the shape of the packaging more than competing goods attracts your attention towards them.

Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Male 25 21 32 26 39 143
female 13 18 38 41 72 182
total 38 39 70 67 111 325

Q9- Packaging materials influence buying behavior.

Gender Definitely Not Probably Possibly Probably Yes Definitely Yes Total
Not

Male 23 36 42 22 20 143
female 14 26 50 45 47 182
total 37 62 92 67 67 325

Q10- Quality of Packaging Material Attracts Your Attention towards the Product.

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not
Male 28 27 32 23 33 143
female 12 29 38 48 55 182
total 40 56 70 71 88 325

Q11- I draw my attention to products that have sustainable packaging materials.

Gender Definitely Not Probably Possibly Probably Yes Definitely Yes Total
Not
Male 6 10 30 45 52 143
female 2 7 43 51 79 182
total 8 17 73 96 131 325

Q12- A strong brand should be a well-packed product.

Frequency
definitely not 19
Probably not 21
Possibly 107
Probably yes 85
Definitely yes 93
total 325

Q13- Innovative packaging labeling influences buying behavior.

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not
Female 6 14 32 69 61 182
Total 26 26 60 114 99 325

Q14- I will pay more for a product with innovative packaging labeling.

Gender Definitely Probably Not Possibly Probably Yes Definitely Total

Not Yes
Female 7 9 36 63 67 182
Total 17 21 73 103 111 325

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Q15- Innovative labeling helps to understand product features and benefits.

Gender Definitely Not Probably Not Possibly Probably Yes Definitely Yes Total
Female 17 25 38 32 70 182
Total 27 49 75 66 108 325

Q16- Packaging labeling provides enough information to identify the components of the product.

Gender Definitely Probably Possibly Probably Yes Definitely Total

Not Not Yes
Female 18 20 42 34 68 182
Total 28 39 79 67 112 325

Q17- The Aesthetic aspects of labeling attract your attention to the product.

Gender Definitely Probably Possibly Probably Yes Definitely Yes Total

Not Not

Female 5 17 33 52 75 182
Total 24 45 64 79 113 325

Q18- Modification of packaging is necessary time to time.

Frequency
definitely not 63
Probably not 60
Possibly 97
Probably yes 64
Definitely yes 41
total 325

Q19- Have you ever decided not to buy a product because you did not like the label?

Modalities Frequency
yes 108
no 217

Q20- Aesthetic elements of packaging which are most appealing to consumers

Frequency
color 49
Labeling 96
shape 30
Material use 150
total 325

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