The effect of book cover design on consumer purchase intention: Application of conjoint analysis

The purpose of this thesis is to determine the effect of packaging design on consumer purchase intention by using conjoint analysis. In fact, our study focused on books that are the cornerstone of society and individual development. In this research, it was aimed to produce information about the effect of book cover design on consumer purchase intention. In addition, since the same books are published with different designs in many publishing houses, it was aimed to investigate whether these design elements are effective in the decision of the consumer when consumers intend to buy the books. When the literature is examined, even if there are studies have been done on conjunct analysis and packaging, the fact that the number of inquiries focusing on books are very insufficient. Therefore, this thesis focuses on the role of book cover packaging design on consumer purchase behavior. In this regard, the variables of the study are determined as size, color and graphic design of books. While determining the variables and levels, the design elements that the consumers who intend to buy the books will pay the most attention were considered. In addition, oral interviews were made with several participants and studies on the same subject in different sectors were examined by the researcher. The study was applied to 572 consumers with the online questionnaire method and the data obtained were analyzed using conjoint analysis. As a result of data analysis, the factor with the highest benefit value was found to be the color factor. The levels with the highest utility value are verbal stimulus, general height, and orange color. According to the findings, while the effect of color on consumer purchase intention is high, the effect of size and graphic design factors are low.