Abstract:
Packaging performs important functions of containing, promoting and facilitating the storage and use of products, and could be treated as one of the most important factors influencing consumer’s purchase decision. However, packaging of processed food by small scale entrepreneurs is often insufficient to enhance competitiveness in the market. The objectives of this study were (i) to assess consumers’ perceptions on packaging attributes and (ii) to examine the influence of packaging related attributes on purchase decision of processed cereal products. The study enrolled 300 randomly selected consumers of food processed by women groups in Dodoma Municipality in 2014. A four-point Likert scale was used to rate food packaging attributes and the factors influencing purchase decision. Data were analysed using Statistical Package for Social Sciences program version 16. Results show that consumers acknowledge the benefits of packaging particularly in terms of product protection (mean score 3.4), hygiene (3.3), product information (3.1) and branding (3.1). These functions are considered important along with specific characteristics of packaging materials which include durability (3.0), good shape for grip (3.0), attractiveness (2.8), easy to open and close after use (2.6) and recyclability and degradability (1.8). On the other hand, the factors influencing buying decision span from the perceived value of the product to nutritional content and taste, product information and safety related attributes and appearance of the packaging materials. In conclusion, packaging affects preferences of food products and significantly influences purchase decision of the products. The findings from this study underscore the importance of packaging and packaging design for fulfilling the many functions related to logistics and marketing of food products. The main implication drawn from the study is that entrepreneurs need to be cognisant of consumers' specific packaging preferences for which they can use as a strategic marketing tool.
