Consumers' purchasing decision in packaging food products: The case of Bursa

This research sought to determine the effects of food packaging on consumers ' purchasing decisions in individuals living in Bursa province. Each food product package has a unique character and is made of different materials, colours, shapes, logos, textures, etc. Each customer value a distinct feature, and the preferred element affects the consumers ' purchase decisions. The research consists of a total of five parts. The first part includes an introduction; the second part includes theoretical foundations related to packaging and consumer concepts and literature review. The third part includes materials and methods. The findings obtained by the analysis of data makes up the fourth part. The final fifth part includes the results, discussions and conclusions. In line with the study, a total of 401 participants, including 202 women and 199 men, were surveyed face-to-face in 2020. The data obtained were analysed in the SPSS 25.0 Package Program. Frequency analysis, Independent Samples T-test, one-way Anova analysis and correlation analysis were applied to test the research hypothesis. The results from the analyses showed that packaging and its elements were highly important to the participants. Packaging is also crucial for individuals who read labels and who are brand conscious. It is observed that gender, marital status and income level factors differ on subgroups. Not all subgroups have a positive relationship with each other, but some subgroups have a negative relationship.