STM Journals Peer-reviewed research from Consortium e-Learning Network

OmniScience: A Multi-disciplinary Journal Original Research

The Effect of Packaging Design Elements on Purchase Intention of Junk Food Among College Students

  1. Hardik Sancheti Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Rohini
  2. Nidhi Sharma Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Rohini

Abstract

This research investigates the impact of packaging design elements on the purchase intention of junk food among college students. Recognizing the influence of visual appeal on consumer behavior, particularly within young adult demographics, this study aims to identify which specific packaging elements, such as color, imagery, typography, and branding, resonate most with college students when choosing junk food. A descriptive survey method was used, targeting students in Delhi NCR, with responses gathered through structured questionnaires. Key findings reveal that packaging significantly affects purchasing behavior, with factors such as color schemes and product imagery contributing to increased attraction and purchase intention. These insights provide valuable guidance for marketers looking to enhance packaging strategies and promote more conscious consumer choices. The study contributes to a broader understanding of how packaging can influence food-related consumer behavior in ways that impact health outcomes and marketing effectiveness

Keywords

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