The effect of typical packing and design acumen on purchasing intention and quality perception

This research aims to investigate the effect of non-typical color and shape stimuli on consumer purchasing intention and quality perception for convenience goods. Another aim of this research is to investigate the relationship between the design acumen of consumers and typical and non-typical packaging preferences in convenience goods. In this research, a partial experimental study with a control group post-test design was conducted. Turkish coffee packaging has been preferred as the packaging for the convenience goods. The research was conducted on 180 people with similar demographic characteristics. The color and shape elements of the packaging were manipulated and the three different package designs obtained were tested on three different groups, namely the control group and two test groups. As a result of the analysis made, it has been revealed that the non-typical color and shape factors of packaging elements do not make a difference in the consumer purchase intention. It is also among the results that certain non-typical factors make a difference in the quality perceptions of the consumers. This resuts shows us that even if the packages that are not in the typical design are perceived by the consumers as more quality, this perception is not strong enough to take the risk of changing the purchasing behavior of the consumers. No definite conclusion could be obtained as to whether the color factor or the shape factor in packaging design will have a more positive effect on the purchasing behavior and quality perceptions of the consumer. Besides, there was no relationship between the design awareness levels of the consumers and typical or non-typical packaging preferences.