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BUSINESS AND ECONOMICS RESEARCH JOURNAL

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Article Information
Journal: Business and Economics Research Journal
Title of Article: Determination of Packaging Design Factors Affecting Product Preferences by Part-Worth Conjoint Analysis: A Study on Organic Soap Products
Author(s): Meltem Kiygi Calli, Semih Kilic
Volume: 10
Number: 1
Year: 2019
Page: 259-276
ISSN: 2619-9491
DOI Number: 10.20409/berj.2019.167
Abstract
The purpose of this study is to determine the effects of different packaging designs on consumer purchase intention and to determine the most effective packaging design. For this purpose, different factors in the packaging design are determined and the effect of each factor on the consumers’ purchase intentions is investigated. In this study, the factors of the packaging design are the shape, color of the packaging and the writing style on it. In order to determine the most important factor of the packaging design, which affects the consumers’ purchase intentions, online survey method is applied and data are collected. Different packaging designs are generated and the respondents are asked to rate the different design combinations according to their purchase intention. Data are analyzed by part-worth conjoint analysis method. As a result, the packaging design, which has an effect on consumers’ preferences and purchase intentions and has the highest importance rate, has been determined for the organic soap product. It has been analyzed whether the benefit factor differs according to the demographic characteristics of the participants. Additionally, the market segments obtained by benefit-based segmentation, one of the market segmentation methods, are also investigated in this study.

Keywords: Package Design, Purchase Intention, Conjoint Analysis, Part-Worth, Benefit-Based Segmentation

JEL Classification: M30, M31, M39

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