Conjoint Analysis Models of Digital Packaging Information Features in Customer Decision-Making

Abstract

Product packaging has a great influence on customers’ decision-making and shapes purchase intentions. The graphic message is the crucial component of this impact. Digital presentations of goods are ubiquitous, therefore understanding how graphical features influence customer decisions is of enormous theoretical and practical importance. Despite the interest, the role of specific factors and their combinations is still unclear, especially if medium-involvement products are concerned. Since only a few studies have considered this context, this research examines how eight variants of a digital presentation of cordless kettle packaging influence purchase willingness, which was derived from pairwise comparisons using eigenvectors. The experimental conditions differed in three factors: the existence of a product graphical context, a brief or extended product description, and white or black packaging background color. Results of analyses of variance and conjoint analyses revealed a significant role of all examined effects, with the background color being the least influential. The best-rated designs included graphical context and extended textual information. There were also some meaningful gender-related differences revealed by conjoint analyses. The black background color was much more important for females than males. The outcomes broaden our knowledge on people’s perception of packaging design graphical factors, and their impact on purchase decisions.