SavedAdd your journal

Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Cilt: 43 Sayı: 2

The Effect of Typical Packaging Design and Design Awareness Level on Purchase Intention and Quality Perception of Convenience Goods

Kolayda Malların Satın Alma Niyeti ve Kalite Algısı Üzerinde Tipik Ambalaj Tasarımı ve Tasarım Farkındalık Düzeyinin Etkisi

Beyza Topcugil(İZMİR BAKIRÇAY ÜNİVERSİTESİ)0000-0001-7605-1945
Öznur Özkan Tektaş(HACETTEPE ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ)0000-0001-5703-6870
Pages
350–369
Publication Date
2025-06-25
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

At the end of the study, it was concluded that the typicality of color and shape elements in packaging elicited more positive responses from consumers in convenience goods.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to investigate the impact of the typicality of color and shape stimuli, which are packaging design elements in convenience goods, on consumer purchase intention and perceived quality.
📊
Key Findings & Data:The research, which is a quasi-experimental, post-test control group design, was conducted with a total of 180 middle-income consumers, divided into a control group and two experimental groups with similar demographic characteristics.
💡
Conclusion & Impact:At the end of the study, it was concluded that the typicality of color and shape elements in packaging elicited more positive responses from consumers in convenience goods.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Ambalaj · Tipiklik · Kolayda Mallar

Abstract

The purpose of this study is to investigate the impact of the typicality of color and shape stimuli, which are packaging design elements in convenience goods, on consumer purchase intention and perceived quality. The study also examines the relationship between consumers' design awareness levels and their preference for typical and atypical packaging in convenience goods. The research, which is a quasi-experimental, post-test control group design, was conducted with a total of 180 middle-income consumers, divided into a control group and two experimental groups with similar demographic characteristics. In the experiment, the typical packaging of a convenience good, Turkish coffee, was identified through a qualitative preliminary study and then manipulated; atypical packaging designs were created by the authors. At the end of the study, it was concluded that the typicality of color and shape elements in packaging elicited more positive responses from consumers in convenience goods. Additionally, it was observed that as the level of design awareness increased, purchase intentions decreased for atypical packaging in terms of color.

Özet

Bu çalışmanın amacı, kolayda mallarda ambalaj tasarım elemanlarından renk ve şekil uyaranlarının tipik olup olmamasının, tüketici satın alma niyeti ve kalite algısı üzerindeki etkisini araştırmaktır. Çalışmada ayrıca, tüketicilerin tasarım farkındalık düzeylerinin kolayda mallardaki tipik ve tipik olmayan ambalaj tercihiyle ilişkisi araştırılmaktır. Kısmi deneysel, kontrol gruplu son test, olarak tasarlanan araştırma, benzer demografik özelliklere sahip bir kontrol ve iki deney grubundan oluşan toplam 180 orta gelirli tüketici üzerinde gerçekleştirilmiştir. Deneyde tipik olarak belirlenen ve manipüle edilen, kolayda bir mal olan Türk kahvesinin ambalajına nitel bir ön çalışma sonucunda ulaşılmıştır; tipik olmayan ambalajlar ise yazarlar tarafından tasarlanmıştır. Çalışmanın sonunda, kolayda mallarda, ambalajın sahip olduğu renk ve şekil unsurlarının tipik olmasının tüketiciler tarafından daha olumlu yanıtlar uyandırdığı sonucuna varılmıştır. Ayrıca, tasarım farkındalık düzeyi yükseldikçe renk açısından tipik olmayan ambalajların satın alma niyetlerinde bir azalış tespit edilmiştir.

🔖

Cite This Article

Topcugil, B., Tektaş, Ö. Ö. (2025). The Effect of Typical Packaging Design and Design Awareness Level on Purchase Intention and Quality Perception of Convenience Goods. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 43 Sayı: 2, 350–369. https://doi.org/10.17065/huniibf.1521170

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (62)

  1. Aaker, D. A. (1991). Managing the brand equity. New York: The Free Press.
  2. Arıcı, H. (2004). Davranış bilimlerine giriş. Eskişehir: Anadolu Üniversitesi Yayınları.
  3. Armstrong, J., Morwitz, V. G., & Kumar, V. (2000). Sales forecasts for existing consumer products and services: Do purchase intentions contribute to accuracy? International Journal of Forecasting, 16(3), 383-397. https://doi.org/10.1016/S0169-2070(00)00058-3
  4. Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.
  5. Bar, M., & Neta, M. (2006). Humans prefer curved visual objects. Psychological Science, 17(8), 645-648. https://doi.org/10.1111/j.1467-9280.2006.01759.x
  6. Bayraktaroğlu, G. (2004). Kolayda Mallarda Marka Bağlılığını Etkileyen Faktörler: Hazır Kahve Üzerine Bir Çalışma, Yönetim ve Ekonomi 11/2 (2004) 69-84.
  7. Becer, E. (2017). Ambalaj Tasarımı. Ankara: Dost.
  8. Becker, L., Van Rompay, T. J. L., Schifferstein, H. N. J., & Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23. https://doi.org/10.1016/j.foodqual.2010.06.007
  9. Bell, D. R., Corsten, D., & Knox, G. (2011). From point of purchase to path to purchase: How preshopping factors drive unplanned buying. Journal of Marketing, 75(1), 31-45. https://doi.org/10.1509/jm.75.1.31
  10. Berkowitz, M. (1987). Product shape as a design innovation strategy. Journal of Product Innovation Management, 4(4), 274-283. https://doi.org/10.1111/1540-5885.440274
  11. Berthold, A., Guion, S., & Siegrist, M. (2024). The influence of material and color of food packaging on consumers’ perception and consumption willingness. Food and Humanity, 2, 100265. https://doi.org/10.1016/j.foohum.2024.100265
  12. Bettman, J. R. (1979). An information processing theory of consumer choice. Reading, MA: Addison-Wesley.
  13. Bizarrias, F. S., Ferreira, M. C. O., Goulart da Silva, J., & Teixeira Curado, J. da S. (2017). Brand value or discounts – The consumer purchase intent under the moderating influence of perception of political-economic crisis. PMKT – Brazilian Journal of Marketing, 16(3), 370–393. https://doi.org/10.5585/remark.v16i3.3798
  14. Bloch, P. H. (1995). Seeking the ideal form: Product design and consumer response. Journal of Marketing, 59(3), 16-29. https://doi.org/10.1177/002224299505900302
  15. Bloch, P. H., Brunel, F. F., & Arnold, T. J. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Consumer Research, 29(4), 551-565. https://doi.org/10.1086/346250
  16. Branca, G., Resciniti, R., & Babin, B. J. (2024). Sustainable packaging design and the consumer perspective: A systematic literature review. Italian Journal of Marketing, 2024(1), 77-111. https://doi.org/10.1007/s43039-023-00084-1
  17. Bujang, M. A., Sa'at, N., & Sidik, A. B. (2017). Determination of Minimum Sample Size Requirement for Multiple Linear Regression and Analysis of Covariance Based on Experimental and Non-experimental Studies. Epidemiology, Biostatistics and Public Health, 14(3), e12117-1–e12117-9. https://doi.org/10.2427/1211
  18. Creusen, M. E. H., & Schoormans, J. P. L. (2005). The different roles of product appearance in consumer choice. Journal of Product Innovation Management, 22(1), 63-81. https://doi.org/10.1111/j.0737-6782.2005.00103.x
  19. Çakıcı, L. (1987). İşletmelerde ambalaj sorunları ve ambalajlama alanındaki gelişmeler. Ankara: Ankara Üniversitesi Basımevi.
  20. Deliza, R., & MacFie, H. (2001). Product packaging and branding. Içinde L. J. Frewer, E. Risvik, & H. Schifferstein (Ed.), Food, People and Society: A European Perspective of Consumers’ Food Choices (ss. 55-72). Springer. https://doi.org/10.1007/978-3-662-04601-2_5
  21. Demir, Ö., & Acar, M. (2020). Sosyal bilimler sözlüğü (7. bs). Literatürk Academia.
  22. Erlikhman, G., Keane, B. P., Mettler, E., Horowitz, T. S., & Kellman, P. J. (2013). Automatic feature-based grouping during multiple object tracking. Journal of Experimental Psychology: Human Perception and Performance, 39(6), 1625-1637. https://doi.org/10.1037/a0031750
  23. Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.
  24. Garaus, M., & Halkias, G. (2020). One color fits all: Product category color norms and (A)typical package colors. Review of Managerial Science, 14(5), 1077-1099. https://doi.org/10.1007/s11846-018-0325-9
  25. Garber, L. L., Jr. (1995). The role of package appearance in consumer choice (Doctoral dissertation). The University of North Carolina at Chapel Hill. ProQuest Dissertations & Theses.
  26. Gunaratne, N. M., Fuentes, S., Gunaratne, T. M., Torrico, D. D., Francis, C., Ashman, H., Gonzalez Viejo, C., & Dunshea, F. R. (2019). Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging. Heliyon, 5(6), e01696. https://doi.org/10.1016/j.heliyon.2019.e01696
  27. Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46(2), 60-72. https://doi.org/10.1177/002224298204600207
  28. Hoyer, W. D. (1984). An examination of consumer decision making for a common repeat purchase product. Journal of Consumer Research, 11(3), 822. https://doi.org/10.1086/209017
  29. Kauppinen‐Räisänen, H. (2014). Strategic use of colour in brand packaging. Packaging Technology and Science, 27(8), 663-676. https://doi.org/10.1002/pts.2061
  30. Kavak, B., & Sığındı, T. (2012). Pazarlama'daki ürün sınıflandırmasına ilişkin bir yazın incelenmesi. H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 30(1), 49-67.
  31. Kavak, B., Eryiğit, C., & Tektaş, Ö. Ö. (2016). Pazarlamada ürün. Ankara: Siyasal Kitapevi.
  32. Kavak, B. (2013). Pazarlama ve pazar araştırmaları: Tasarım ve analiz. Ankara: Detay Yayıncılık.
  33. Kaya, G., & Toker, S. (2019). Kahve tüketim alışkanlıklarının incelenmesi: İstanbul. Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi, 2(3), 146-164.
  34. Kristensen, T., Gabrielsen, G., & Zaichkowsky, J. L. (2012). How valuable is a well‐crafted design and name brand?: Recognition and willingness to pay. Journal of Consumer Behaviour, 11(1), 44-55. https://doi.org/10.1002/cb.368
  35. Loken, B., & Ward, J. (1990). Alternative approaches to understanding the determinants of typicality. Journal of Consumer Research, 17(2), 111. https://doi.org/10.1086/208542
  36. Longhe, B. D., & Fernbonch, P. (2019). The dangers of categorical thinking. Harvard Business Review. https://hbr.org/2019/09/the-dangers-of-categorical-thinking
  37. Meyers-Levy, J., & Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39. https://doi.org/10.1086/209192
  38. Meyers-Levy, J., & Peracchio, L. A. (1995). Understanding the effects of color: How the correspondence between available and required resources affects attitudes. Journal of Consumer Research, 22(2), 121. https://doi.org/10.1086/209440
  39. Müezzinoğlu, D. (2019). Genel marka ederi, marka güveni ve fiyat bilincinin satın alma niyeti üzerindeki etkisinde kriz (Yüksek lisans tezi, Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, Pazarlama Bilim Dalı).
  40. Odabaşı, Y., & Barış, G. (2016). Duyum ve algılama. In Y. Odabaşı (Ed.), Tüketici davranışı (ss. 127–155). MediaCat.
  41. Odabaşı, Y., & Barış, G. (2016). Tüketici davranışı. MediaCat.
  42. Odabaşı, Y., & Oyman, M. (2002). Pazarlama iletişimi yönetimi. MediaCat.
  43. Osborne, H. (1986). Possibility of the aesthetic experience. In M. H. Mitias (Ed.), Possibility of the aesthetic experience (pp. 117–138). Norwell, MA: Kluwer Academic.
  44. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer‐based brand equity: Improving the measurement – empirical evidence. Journal of Product & Brand Management, 14(3), 143-154. https://doi.org/10.1108/10610420510601012
  45. Pieters, R., & Warlop, L. (1999). Visual attention during brand choice: The impact of time pressure and task motivation. International Journal of Research in Marketing, 16(1), 1-16. https://doi.org/10.1016/S0167-8116(98)00022-6
  46. Ren, L., Chen, Y. (2018). Influence of Color Perception on Consumer Behavior. In: Nah, FH., Xiao, B. (eds) HCI in Business, Government, and Organizations. HCIBGO 2018. Lecture Notes in Computer Science, vol 10923. Springer, Cham. https://doi.org/10.1007/978-3-319-91716-0_32
  47. Richler, J. J., Tanaka, J. W., Brown, D. D., & Gauthier, I. (2008). Why does selective attention to parts fail in face processing? Journal of Experimental Psychology: Learning, Memory, and Cognition, 34(6), 1356-1368. https://doi.org/10.1037/a0013080
  48. Rosch, E. (1978). Recognition and categorization. In E. Rosch & B. B. Lloyd (Eds.), Cognition and categorization (pp. 27–48). Erlbaum.
  49. Saunders, N. (2018, August). Online grocery & food shopping statistics. OneSpace. https://www.onespace.com/blog/2018/08/online-grocery-food-shopping-statistics/
  50. Schoormans, J. P. L., & Robben, H. S. J. (1997). The effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology, 18(2-3), 271-287. https://doi.org/10.1016/S0167-4870(97)00008-1
  51. Silayoi, P., & Speece, M. (2007). The importance of packaging attributes: A conjoint analysis approach. European Journal of Marketing, 41(11/12), 1495-1517. https://doi.org/10.1108/03090560710821279
  52. Su, J., & Wang, S. (2024). Influence of food packaging color and foods type on consumer purchase intention: The mediating role of perceived fluency. Frontiers in Nutrition, 10, 1344237. https://doi.org/10.3389/fnut.2023.1344237
  53. Tekizoğlu, Y. F., Yiğit, İ., & Yiğit, G. M. (2016). Öğrenme. In D. Myers & N. DeWall (Eds.), Psikoloji (pp. 279–317). Palme Yayıncılık.
  54. Uçar, T. F. (2019). Görsel iletişim ve grafik tasarımı. İstanbul: İnkılap.
  55. Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: Attentional effects of product imagery. Journal of Product & Brand Management, 10(7), 403-422. https://doi.org/10.1108/10610420110410531
  56. Urbany, J. E., Dickson, P. R., & Kalapurakal, R. (1996). Price search in the retail grocery market. Journal of Marketing, 60(2), 91-104. https://doi.org/10.1177/002224299606000207
  57. Vida, I., & Reardon, J. (2008). Domestic consumption: Rational, affective or normative choice? Journal of Consumer Marketing, 25(1), 34-44. https://doi.org/10.1108/07363760810845390
  58. Walsh, B. (2020, January 24). Why coffee is good for convenience. Convenience Store. https://www.conveniencestore.co.uk/
  59. Ward, J., & Loken, B. (1987). The generality of typicality effects on preference and comparison: An exploratory test. Advances in Consumer Research, 15, 55-61.
  60. Yiğit, G. M. (2016). Bellek. In D. Myers & N. DeWall (Eds.), Psikoloji (pp. 317–355). Palme.
  61. Yiğit, İ. (2016). Duyum ve algı. In D. Myers & N. DeWall (Eds.), Psikoloji (pp. 229–279). Palme Yayıncılık.
  62. Yu, L., Westland, S., Li, Z., & Xia, G. (2021). The effect of decision time‐length condition on consumer product‐colour purchase decision. Color Research & Application, 46(6), 1360-1370. https://doi.org/10.1002/col.2266