The Impact of Product Packaging on Consumers’ Purchase Intention of supplements in Egypt

Abstract

The purpose of this research paper is to measure the impact of product packaging on consumer purchase intention of supplements in Egypt. Based on the literature review, the authors proposed a conceptual model that was tested using a quantitative and qualitative approach. Online questionnaires were collected from 320 respondents who have previously purchased any supplements. The non-probability convenience sampling technique was used throughout this research. SPSS software was used for data analysis. After the findings, the results indicated that there is a weak positive relationship between packaging color and consumer purchase intention of supplements. In addition, there is a moderate positive relationship between packaging material and consumer purchase intention of supplements. Also, there is a moderate positive relationship between packaging design and consumer purchase intention of supplements. Lastly, there is a strong positive relationship between packaging information and consumer purchase intention of supplements. Finally, this research provides a practical implication as a form of insights and advice for pharmaceutical manufacturers and the ministry of health to develop in the supplements’ package to increase the consumer purchase intention.