University of Twente Student Theses


The visual influence of transparent product packages

Keizer, J. (2016) The visual influence of transparent product packages.

[img] PDF
Abstract:Product appearance has been a commonly discussed topic in previous researches. Clement (2007) reported that the first contact with a product has changed over time to ‘’what you see is what you choose’’. The statement describes the importance of the visual sense. The visual sense creates several expectations about the product and the brand, based on what can be perceived from the package. The present study is conducted to indicate if and to what extent transparent packaging affects a consumer’s product evaluation, quality perception and purchase intention in the food environment, and if a product claim will amplify such an effect. The study uses a 2 (hedonic vs. utilitarian) x 2 (transparent package vs. non-transparent package with on-pack food imagery) x 2 (product claim vs. no product claim) experimental design. Two product types, cookies (hedonic) and pasta (utilitarian), were determined by a pre-study. A total of eight stimulus materials are created, a transparent and non-transparent package provided with and without a product claim for each product. The dependent variables measured in this study are product evaluation, quality perception and purchase intention. The main study is executed in a medium sized Albert Heijn supermarket. A total of 102 respondents are randomly assigned to one of the experimental conditions. The results of the study show significant evidence of transparency on all variables, except purchase intention. The non-transparent package is more preferred compard to transparent packages regarding product evaluation and quality perception. Furthermore, the transparent packages show a more positive effect towards the hedonic products compared to the utilitarian products. No significant evidence of any effect of transparency was found for purchase intention. No evidence was found for an amplifying effect of product claim with regard to transparent product packages.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page