Consumer Information Processing of New Product Packages

The Comparison between Product Sales Favorable and Unfavorable

Abstract

Though we all know and accept the notion that the product package has impact on consumer choice at point of purchase, little is studied or understood its communicative effects. The purpose of this study is to develop hypotheses of consumers' information acquisition and choice at new product packages based on information processing behavior model. Comparing between product sales favorable and unfavorable, examined data gathered from exploratory qualitative study and found powerful role of packaging in decision-making strategy, especially in nondurable products. In conclusion, three hypotheses are suggested and managerial implications are discussed from the viewpoint of brand communication.