Creating a new packaging design for an existing spices brand and determining the impact on the purchase intention

Abstract

Packaging of a product essentially fascinates a large number of customers and upsurges sales. Tt also aids in decreasing the marketing and commercial cost of the product. It has been found that consumers cannot be fascinated by the merchandise but by the quality, quantity, and packaging design of the products. This study has been conducted for the purpose of critically investigating the successful creation of a new packaging design for an existing spice brand, namely JK Spices, and therefore determining the influence of the new packaging on the purchase intention and decisions of the customers. analysis methods for the purpose of gathering and analyzing the data along with conducting the study most effectively. Hence, the data was gathered with the help of an online survey that was distributed, which was followed by the acceptance or rejection of the hypothesis, which was defined by literature revision. The package design proves to be influential and affects the purchase intention of the consumer while also impacting the Perceived Quality and Brand Image of the brand.

Date of Award	27 Oct 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)