INVESTIGATING THE EFFECT OF PRODUCT PACKAGING CUES ON PRODUCT QUALITY PERCEPTION: DEVELOPING COUNTRY PERSPECTIVE
Keywords:
Packaging Cues, Pakistani Consumer Market, Mall intercept method Nutritional label.Abstract
The study aims to investigate the effect of food packaging cues on the quality perceptions of the consumers. The data was collected from Pakistani consumer market through survey. The regions of Rawalpindi and Islamabad were selected for data collection by using self-administered questionnaires. Mall intercept method was applied for collecting the responses and the malls were selected on the basis of popularity and high customer turn out. SPSS and PLS were used in order to carry out descriptive and inferential analysis respectively. The outcomes of the study indicate that both the image variables taken as predictors (Halal label, nutritional label) casts a worthwhile effect on perceptions of quality while consumer knowledge casted no moderating impact on the perceived product quality in Pakistani consumer market.
Alike other studies, there are few research limitations to this study as well. Since the data has been collected from the regions of Rawalpindi and Islamabad only, an issue of generalizability can occur. The findings of the study reveal that cues presented on the packaging can cast a meaningful impression on the minds of consumers. The findings of the study also suggest that intelligent placement of the extrinsic cues by practitioners can help in the formation of positive quality perceptions which in turn lead to better sale outcomes. Since there are limited number of such studies in Pakistani context so it provides significant contribution to the literature as well.
Â
Downloads
Published
Issue
Section
License
Submission of an original manuscript to the Journal will be taken to mean that it represents original work not previously published, that it is not being considered elsewhere for publication. And if accepted for publication, it will be published in print and online and it will not be published elsewhere.
The journal main policy reflects in its stance that the publication of scholarly research is exclusively meant to disseminate knowledge and not-for-purposes.
Copyright Statment
Sarhad Journal of Management Sciences is published by Sarhad University of Science and Information Technology Peshawar. This copyright statement entails that all contents (including text, tables, graphs, images, or any materials that is part and parcel of a research article submitted to the journal) belong to/ property of the person who owned it prior to submission this journal. Publication of the submitted article will not affect the ownership of copyright of the subject materials. SJMS and its users benefit from a general licence over all content submitted under a Creative Commons CC-BY licence over all content. However, content which is not part of the submitted article, is the property of SJMS. In a nutshell, the combination of all content on the SJMS website, the look and feel of the website, is the property of Sarhad University of Science and Information Technology Peshawar.
As an author or contributor, you grant permission to others to reproduce your articles, including any graphics and third-party materials supplied by you, in accordance with the SJMS Terms and Conditions. The licence granted to third parties over all contents of each article, including third-party elements, is a Creative Commons Attribution ("CC BY") licence. The current version is CC-BY, version 4.0 (http://creativecommons.org/licenses/by/4.0/), and the licence will automatically be updated as and when updated by the Creative Commons organisation.
You may include a requirement to reproduce copyright notices but you may not restrict the right to reproduce the entire article, including third-party graphics. This means that you must obtain any necessary third-party consents and permissions to reproduce third-party materials in your articles submitted to SJMS.
Copyright Statement updated September 13, 2022.
