Consumer Preferences for Packaging Elements: A Psychological Perspective from the Indian Food Market

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DOI: https://doi.org/10.5281/zenodo.21274411

Shivangi Jain and Ramandeep Singh (School of Business Studies, Punjab Agricultural University, Ludhiana, Punjab)

Packaging has emerged as a key factor in shaping consumer preferences and influencing their purchase decisions, especially in competitive packaged food markets. The present study explores consumer preferences towards key packaging elements, namely, packaging colour, packaging graphics, packaging size, packaging shape, and packaging material across four widely consumed packaged food products in Punjab. The data was gathered from 600 respondents in rural and urban areas using a structured non-disguised questionnaire. Statistical analysis, including descriptive statistics and one-sample t-test, was used to analyse the data and identify the most preferred packaging element across the selected food products. The findings showed that visual packaging elements played an important role with packaging graphics, including branding elements and product imagery, together with warm colour tones, were strongly preferred for improving visual appeal and brand visibility. Packaging shape preferences varied by product category, with angular packaging shapes preferred for Maggi Noodles, Verka Butter, and Real Fruit Juice, while rounded packaging shapes favoured for Kissan Jam. Further, small and medium-sized packs were consistently chosen by the consumers for their convenience, affordability, and freshness. Packaging material preferences matched product category expectations: flexible packaging for Maggi Noodles, paperboard for Verka Butter, glass for Kissan Jam, and Tetra Pak for Real Fruit Juice. The present study adds to the packaging literature by offering product-specific insights from the Indian context, and offers practical insights for food manufacturers, marketers and packaging designers to align their marketing strategies with consumer expectations.