Investigating the effect of packaging design on persuading consumers

This paper presents an investigation on the role of packaging design on persuading consumer to buy different products in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale consists of 26 questions, distributes it among some Iranian experts and analyzes it based on principal component analysis. During the survey, the number of questions is reduced from 26to 23. Cronbach alpha is calculated as 0.88 and Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Approx. Chi-Square are 0.80 and 1880, respectively. Based on the results of our survey, we have derived five factors including requirement attributes, proportionality components, consumer choice, product appearance attractiveness and consumer characteristics.