The effect of packaging elements on purchase intention: case study of Algerian customers

The effect of packaging elements on purchase intention: case study of Algerian customers

The aim of this article is to study the impact of marketing innovation and the visual and verbal ele-ments of packaging on customers purchase intentions. After a brief literature review, an empirical study is conducted among 140 customers of Coca-Cola brand in Tlemcen city. To this end, a model of i...

Full description

Bibliographic Details
Main Authors: Sidi Mohammed Benachenhou, Benallal Guerrich, Zahia Moussaoui
Format: Article
Language:English
Published: Growing Science 2018-04-01
Series:Management Science Letters
Subjects:
Visual elements for Packaging
Innovation Marketing
Purchase Intention
Structural Equation Modeling
Online Access:http://www.growingscience.com/msl/Vol8/msl_2018_8.pdf
id doaj-c165e40e88204882b0410a75591d6ea2
record_format Article
spelling doaj-c165e40e88204882b0410a75591d6ea22020-11-24T23:25:46ZengGrowing ScienceManagement Science Letters1923-93351923-93432018-04-018421722410.5267/j.msl.2018.2.004The effect of packaging elements on purchase intention: case study of Algerian customersSidi Mohammed BenachenhouBenallal GuerrichZahia Moussaoui The aim of this article is to study the impact of marketing innovation and the visual and verbal ele-ments of packaging on customers purchase intentions. After a brief literature review, an empirical study is conducted among 140 customers of Coca-Cola brand in Tlemcen city. To this end, a model of intention has been developed to be tested by structural equations modeling. The results of this study showed that marketing innovation and the visual and verbal elements of packaging directly affect the purchase intentions of the customers of this brand.http://www.growingscience.com/msl/Vol8/msl_2018_8.pdfVisual elements for PackagingInnovation MarketingPurchase IntentionStructural Equation Modeling
collection DOAJ
language English
format Article
sources DOAJ
author Sidi Mohammed Benachenhou
Benallal Guerrich
Zahia Moussaoui
spellingShingle Sidi Mohammed Benachenhou
Benallal Guerrich
Zahia Moussaoui
The effect of packaging elements on purchase intention: case study of Algerian customers
Management Science Letters
Visual elements for Packaging
Innovation Marketing
Purchase Intention
Structural Equation Modeling
author_facet Sidi Mohammed Benachenhou
Benallal Guerrich
Zahia Moussaoui
author_sort Sidi Mohammed Benachenhou
title The effect of packaging elements on purchase intention: case study of Algerian customers
title_short The effect of packaging elements on purchase intention: case study of Algerian customers
title_full The effect of packaging elements on purchase intention: case study of Algerian customers
title_fullStr The effect of packaging elements on purchase intention: case study of Algerian customers
title_full_unstemmed The effect of packaging elements on purchase intention: case study of Algerian customers
title_sort effect of packaging elements on purchase intention: case study of algerian customers
publisher Growing Science
series Management Science Letters
issn 1923-9335
1923-9343
publishDate 2018-04-01
description The aim of this article is to study the impact of marketing innovation and the visual and verbal ele-ments of packaging on customers purchase intentions. After a brief literature review, an empirical study is conducted among 140 customers of Coca-Cola brand in Tlemcen city. To this end, a model of intention has been developed to be tested by structural equations modeling. The results of this study showed that marketing innovation and the visual and verbal elements of packaging directly affect the purchase intentions of the customers of this brand.
topic Visual elements for Packaging
Innovation Marketing
Purchase Intention
Structural Equation Modeling
url http://www.growingscience.com/msl/Vol8/msl_2018_8.pdf
work_keys_str_mv AT sidimohammedbenachenhou theeffectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
AT benallalguerrich theeffectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
AT zahiamoussaoui theeffectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
AT sidimohammedbenachenhou effectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
AT benallalguerrich effectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
AT zahiamoussaoui effectofpackagingelementsonpurchaseintentioncasestudyofalgeriancustomers
_version_ 1725556154548879360

Similar Items