Do hedonic cues on product packages influence consumer behavior? A study on utilitarian retail food products
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Dosyalar
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Brands in retail packaged foods sector, which is characterized with aggressive competition, rely
heavily on the influential effect of packaging as an important marketing mix element used to
generate competitive advantage. Brands apply different types of cues on packages of utilitarian
as well as hedonic products to boost their impact on consumers. Although there are studies
focusing on the influence of such applications on consumer behavior, there is a lack of studies in
the literature which focus on the effect of hedonic cue applications on utilitarian retail food
products. This study contributes to the marketing literature by filling this gap and measuring the
influence of hedonic cue applications on perceived quality and purchase intentions of consumers
in the context of utilitarian retail food products. An experimental design is implemented, and the
experimental condition manipulated was the intensity of the hedonic cue application on the
package. Total of 520 questionnaires consisting of 13 questions are obtained in eight group of
consumers who are randomly selected as regular supermarket visitors. The sample was composed
of consumers who are between twenty and sixty years old (covering, Gen X, Y and partially Z)
in Turkey. The results confirmed no significant effect of hedonic cues on utilitarian product
quality perceptions and purchase intentions of consumers. Managerial implications and future
study suggestions are provided.
Açıklama
Anahtar Kelimeler
Hedonic Cues, Utilitarian Products, Product Package, Perceived Quality, Purchase Intentions
Kaynak
Journal of Tourism and Gastronomy Studies
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
3
Künye
Sözer E. G., İ. Uzunoğlu M. (2020).Do hedonic cues on product packages influence consumer behavior? A study on utilitarian retail food products. Journal of Tourism and Gastronomy Studies, 8(3), 1668 - 1684.
