Influence of Packaging and Labeling Elements on Consumer Perception of Selected Food Products in Punjab

Description

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

Food Packaging and labeling have emerged as key drivers of consumer perception, going beyond basic functions of protection and preservation, playing a central role in marketing and communications. The present study examines the impact of four major dimensions of packaging and labeling, namely, packaging colour and graphics, packaging size and shape, packaging material, and labeling information on consumer perception across four widely consumed convenience food products: Nestle Maggi, Verka Butter, Kissan Jam, and Real Fruit Juice. The study surveyed 600 respondents across Punjab, India, using a structured non-disguised questionnaire, and analyzed using descriptive measures, one-sample t-test, and multiple regression. The findings confirmed that each of the four dimensions significantly influences consumer perception, although their relative influence varies across all food product categories. For Nestle Maggi and Kissan Jam, packaging colour and graphics emerged as the strongest predictors, reflecting the importance of visual appeal in impulse-driven food categories. In case of Verka Butter, packaging size and shape were most influential, highlighting consumer preference for functional convenience in dairy products. For Real Fruit Juice, packaging colour and graphics, along with labeling information, played dominant roles, underscoring the importance of both visual appeal and informational transparency in beverage purchases. Packaging material, though comparatively less influential, consistently demonstrated a positive influence across food products, reinforcing its role in safety and quality assurance. Overall, the findings emphasize that packaging and labeling strategies must be tailored to product-specific consumer expectations, offering valuable insights for marketers, food manufacturers, and policymakers.