Analysis of the Impact of Visual Elements on Purchase Intention and Product Evaluation Using Kansei (Case Study: Livestock Feed Packaging)

Mohammad Pooya  Memar Emamieh; Azarnoush Ansari

Authors

Mohammad Pooya Memar Emamieh MSc, Department of Business Administration, University of Isfahan, Isfahan, Iran Author https://orcid.org/0009-0002-0748-2981
Azarnoush Ansari Associate Professor, Department of Management, University of Isfahan, Isfahan, Iran https://orcid.org/0009-0003-6118-4325

Keywords:

Kansei vocabulary, packaging, visual packaging elements, livestock feed, product evaluation, purchase intention

Abstract

This study aims to examine the influence of visual elements of livestock feed packaging on consumers’ product evaluation and purchase intention. The visual elements considered in this research include packaging size, color, font type, and the amount of information displayed on the packaging. In this study, product evaluation by consumers includes assessment of quality, durability, ease of use, safety, and product credibility. Kansei vocabulary in this research was collected using a review of similar studies in the field of industrial product packaging and interviews with practitioners and experts in the livestock feed industry, based on a Kansei engineering approach. The statistical population consisted of livestock feed consumers, and non-probability sampling was applied. Cronbach’s alpha was used to assess the reliability of the questionnaire, with an overall reliability coefficient of 0.94 confirming internal consistency, and the questionnaire’s validity was approved by marketing experts. Descriptive and inferential statistics were employed to analyze the data. The results obtained from hypothesis testing related to the dimensions of color, size, information display, and font type indicated that all visual elements examined differed in their effects on purchase intention and product evaluation among livestock feed consumers, and that product evaluation and purchase intention vary across different conditions. Therefore, the findings suggest that marketing managers should consider the effects of various packaging elements and design optimal packaging configurations that create competitive advantage for companies engaged in packaging production as well as for commercial firms operating in this sector.

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