Influence of packaging decisions on purchasing intention for home use medical devices - a multiple case study

Abstract

Technological advancements and increased health awareness result in a growing market for consumer focused medical devices that are used at home. This study examines how and why certain packaging attributes influence purchasing intention for home health and direct to consumer (HHDTC) medical devices. This study uses a multiple case study research design to examine the perceptions of healthcare experts about the influence that colour, graphics and labelling information have on purchasing intention for HHDTC medical devices. Interviews with 11 healthcare experts are the primary sources of data. The theoretical framework by Saeed et al. (2013) is used in this study. The findings suggest that packaging attributes are not as important to product sales as they used to be. It appears that some of the healthcare experts believe that the internet might be responsible for this shift.