The Effect of Packaging Design Elements on Purchase Intention of Junk Food Among College Students

Year : 2024 | Volume : 14 | Issue : 03 | Page : 39 47
    By

    Hardik Sancheti,

  • Nidhi Sharma,

  1. Student, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Rohini, Delhi, India
  2. Assistant Professor, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Rohini, Delhi, India

Abstract

This research investigates the impact of packaging design elements on the purchase intention of junk food among college students. Recognizing the influence of visual appeal on consumer behavior, particularly within young adult demographics, this study aims to identify which specific packaging elements, such as color, imagery, typography, and branding, resonate most with college students when choosing junk food. A descriptive survey method was used, targeting students in Delhi NCR, with responses gathered through structured questionnaires. Key findings reveal that packaging significantly affects purchasing behavior, with factors such as color schemes and product imagery contributing to increased attraction and purchase intention. These insights provide valuable guidance for marketers looking to enhance packaging strategies and promote more conscious consumer choices. The study contributes to a broader understanding of how packaging can influence food-related consumer behavior in ways that impact health outcomes and marketing effectiveness

Keywords: Food packaging, junk food, consumer, health, students

[This article belongs to Omni Science: A Multi-disciplinary Journal ]

How to cite this article:
Hardik Sancheti, Nidhi Sharma. The Effect of Packaging Design Elements on Purchase Intention of Junk Food Among College Students. Omni Science: A Multi-disciplinary Journal. 2024; 14(03):39-47.
How to cite this URL:
Hardik Sancheti, Nidhi Sharma. The Effect of Packaging Design Elements on Purchase Intention of Junk Food Among College Students. Omni Science: A Multi-disciplinary Journal. 2024; 14(03):39-47. Available from: https://journals.stmjournals.com/osmj/article=2024/view=190412


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Regular Issue Subscription Original Research
Volume 14
Issue 03
Received 06/11/2024
Accepted 09/11/2024
Published 20/12/2024
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