Marketing and Branding Research

The purpose of this study is to investigate the effect of packaging on the competitiveness of the export products in Ardabil province. The population of the study is the factories of the industrial town of Ardabil in which 20 factories were selected randomly. The data collecting tool in this research is a 20-item questionnaire that its questions are tailored to the response and are fitted with a five-point Likert scale. To analyze the obtained information, firstly, the frequency table of each question was formed using the percentage method. The percentage of frequency is calculated and the result of each question are listed below each question. After analyzing each question, we analyze the research hypotheses, which is accompanied by a graphic representation of its results. Input analysis has also been used for inferential analysis. The results showed that there is a meaningful relationship between the amount of good packaging on purchasing decision of customers. There is a meaningful relationship between size and shape of appropriate packaging and sales volume. There is also a meaningful relationship between the factors such as color and design in packaging and sales of products.

This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.