Perception Comparisons on Packaging Design Elements toward Purchasing Decisions between People with Art Sensibility and Those without Art Sensibility

DOI

10.2991/reka-18.2018.3How to use a DOI?

Keywords

Elements of design, perception, packaging appearance, purchasing decision, Sensibility of Art

Abstract

Perception on product appearance could enhance customers’ credentials for product quality and increase the purchasing potential. In this study a testing by using a set of 3D simulated pictures as stimuli is designed to evaluate how consumers perceived product necessity of cognitive and affective perceptions that lead to the purchasing decision by means of structured questionnaire between a person with Art Sensibility and people without art sensibility. The results found that people with Art Sensibility and people without Art sensibility perceived differently for the following attributes: type of product, price of product, quality of product and purchasing decision. From multiple regression analyses, the authors found that the predictors correlated highly with consumers’ intentions to purchase the product. All attributes about perception had positive significant regression. Finally, the result will be used to create an initial set of design guideline for packaging that attract consumer to purchase the product.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Khwanrat Chinda
PY  - 2018/11
DA  - 2018/11
TI  - Perception Comparisons on Packaging Design Elements toward Purchasing Decisions between People with Art Sensibility and Those without Art Sensibility
BT  - Proceedings of the 3rd International Conference on Creative Media, Design and Technology (REKA 2018)
PB  - Atlantis Press
SP  - 11
EP  - 16
SN  - 2352-5398
UR  - https://doi.org/10.2991/reka-18.2018.3
DO  - 10.2991/reka-18.2018.3
ID  - Chinda2018/11
ER  -