The Relationship between the Colour of Packaging Materials on Consumer Purchase Intention and Confidence

Abstract

The role of packaging is significant in the marketing of products and services within various competitive environments. Effective packaging has the potential to enhance product sales, minimise inventory levels, and ultimately contribute to greater profitability. This paper examines the correlation between an effective packaging initiatives and consumers’ confidence and their inclination to purchase goods and services. The qualitative research were adopted and the data were obtained through comprehensive interviews with twelve participants who willingly participated in the research. The following criteria for the participants were selected based on their purchase frequency at groceries shopping, and belonging to diverse categories in terms of gender, race, socioeconomic status, and family background. The data analysed using thematic analysis with NVIVO software. The research findings were classified into four different categories in order to address the research objectives. The findings suggest that a well-designed label comprising extensive and precise product information can have a significant impact on consumer confidence. On the other hand, other visible information appears to have an insignificant effect on consumer confidence. Finally, this paper carries out a comprehensive analysis of the implications from the findings and propose different possibilities for further research.