An Investigation of Visual Components of Packaging on Food Consumer Behavior

The present research is aimed to identify the effect of components of packaging on the behavior of food consumers. In this respect, first a deep examination of literature and the internal and external studies was performed in order to find out the fundamental basis for drawing out necessary prerequisites of measuring effects of packaging components. Accordingly, product package color, package design, and the size of the food package were identified as the fundamental factors influencing the behavior of food consumers. Thus, the research assumptions were regulated. One sample t-test was used to assess the assumptions. In order to analyze the view of respondents based on gender, an independent two sample t- test was used, and in order to analyze their views based on the level of education, income and age, a variation analysis test was used. The results show that the color of packaging, size of packaging and design of packaging have an influence (95% confidence) on the behavior of the consumer ranking the effectiveness of individual aspects shows that the color of packaging has the highest effect on the behavior of consumers.