The role of childrenʹʹs food packaging characteristics on parentʹʹs purchasing decision

Packaging is one of the most important parts of marketing planning and it plays a key role on marketing products and services. A good packaging absorbs more customers and increases peopleʹs intention on purchasing products. In this paper, we study the relationship between packaging food products produced for children and parentsʹ intentions to purchase these kinds of products. The paper uses a questionnaire based on Likert scale, distributes 392 questionnaires among the target population of this survey who are one of the well-known food chain suppliers named Shahrvand, and collects 381 filled questionnaires. There are three hypotheses for the proposed study of this paper. The first hypothesis assumes there is a meaningful relationship between packaging childrenʹs food characteristics and parentsʹ intention on purchasing product. The second hypothesis studies the relationship between children food packaging and the parentʹs priority purchasing decision and the third hypotheses examines the relationship between children food selection and the parentʹs purchasing decision. The results confirm all three hypotheses and provide evidence that a suitable packaging for childrenʹs food product have important impact on parentsʹ intention for purchasing products.