The effect of packaging on tweens' purchasing decisions: An application in food industry

The aim of this research was to explore the effect of packaging on the purchasing behavior of tween consumers. More specifically, the purpose here was to identify the key factors that influence tweens? preferences of various packaging elements/functions. Three particular food categories, chocolate, cookies and chips, were determined for the study. A total of 400 students, all within the age range of 8-14, were recruited from a public elementary school in Ankara. Surveys were administered face to face, hypotheses were developed and tested with SPSS. When analyzing the data, Frequency Analysis, Multiple Regression Analysis, T-test for Independent Samples and One- Way ANOVA techniques were utilized. Results of the analyses suggested several packaging elements have a significant impact on tween consumers? purchasing decisions. These elements included the shape, material, logo and color of a package. Moreover, it was noted that tweens focused on the convenience of a package and its overall exterior design in terms of functional factors. Paper/cardboard packages were reported to be the ultimate choice for chocolate and cookies while plastic packages were preferred for chips. Age was observed to be a significant variable with regards to attitudes towards different packaging elements and functions whereas gender was insignificant. Results of this study emphasize the importance of the dominant packaging factors that tween consumers consider as critical when they compare various packages of food products and make a final purchasing decision.