Consumers are attracted to detailed labels, content, and packaging. Marking a product with accurate information adds to its value. Thus, marketers should place a premium on creative and exclusive packaging that is distinctive in scale, instruction, convenience, product design, and form when compared with rivals in the market segment ( Li et al., 2021). Most consumers desire a range of product choices when purchasing, in terms of packaging. For example, quality, color, and material can have a positive effect on consumers ( Rambabu and Porika, 2020). While talking about the packaging of products, it should be kept in mind that packaging has a significant relationship on consumers and their decision making about product purchases ( Sadiq M. Similarly, if prices are lowered under such market conditions, then consumers will increase the amount that they purchase significantly.Įven though product pricing has a greater influence than product packaging on the decision process of a buyer ( Pratama and Suprapto, 2017 Abdullah et al., 2021), high prices in a highly competitive market can lose customers permanently due to the effect of increased pricing ( Kotler et al., 2012). If the product is already in abundance in the market, then pricing will definitely play an important role because the increase in price will discourage customers from buying it. This behavior may not affect the number of sales or the attitude of the consumer toward buying. One can increase the prices of the products if the competitor products are scarce in the market or if the manufacturers are low in number. Thus, using this analogy, products can be sold, surprisingly, at a much higher volume. When discussing the combined effect of product pricing and packaging relationships on consumer buying behavior, pricing alone plays a more critical role than packaging, which has a partial role in buying behavior ( Jabarzare and Rasti-Barzoki, 2020). Several studies have shown that pricing is more critical and relevant to consumer buying behavior ( Huo et al., 2021). By contrast, products selling at prices lower than the market rate are assumed to sell at a higher volume ( Sadiq M. It is believed that pricing has a significant effect on the buying behavior of consumers because the higher a product is priced, the fewer units are sold. It is worth mentioning that consumer satisfaction also plays a decisive and mediating role in the development and molding of buying behavior of consumers ( Larsen et al., 2017). To explore the cumulative effects of product pricing and packaging on the buying behavior of consumers of different ethnicities, it is essential to research these aspects of marketing. In the competitive market of commodities, products, varieties, consumers, ethnicities, and preferences, product pricing and product packaging information descriptions have a considerable influence on the buying behavior of consumers. Given the results of this research, product managers should adopt pricing tactics along with product packaging to influence the buying intentions of consumers. The introduction of satisfaction as a mediating variable led to the observation of full mediation in the case of product pricing and partial mediation in product packaging. Confirmatory factor analysis, path analysis, and discriminant validity in structural equation modeling revealed that product pricing and packaging had a statistically significant relationship with the buyer decision process. Customer satisfaction is mediated by one dependent and two independent variables. Product pricing and product information were independent variables in this study, whereas consumer buying behavior was a dependent variable. SPSS and AMOS software were used for the data analysis. A total of 367 (73%) students responded, and 17 questionnaires were rejected due to missing information. Questionnaire-based convenience sampling was conducted on 500 students for data collection using online and offline sources. To test these hypotheses, research was conducted on university students in China. The relationship between product pricing and product packaging plays an important role in the buying behavior of consumers, whereas customer satisfaction plays a mediating role. 4School of Mechanical Engineering, Guiyang University, Guiyang, China.3School of Data Science and Information Engineering, Guizhou Minzu University, Guiyang, China. ![]() 2School of Mechanical Engineering, Guizhou University, Guiyang, China.1Department of Product Design, School of Fine Arts, Guizhou Minzu University, Guiyang, China.Huiliang Zhao 1,2* Xuemei Yao 3 Zhenghong Liu 4 Qin Yang 2
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