Influence of the Design Factors of Package Labeling on Consumer Purchasing Behavior: an Event-Related Potential Study

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จิรวุฒิ หลอมประโคน สิริกรานต์ จันทเปรมจิตต์ พีร วงศ์อุปราช

Abstract

          The objectives of this research were 1) to develop novel package labeling for a sugar product by employing three design factors based on the sugar product itself and traditional farmer life,    2) to evaluate the recognition and satisfaction of consumers as measured by changes in N200 and P300 brainwaves, and 3) to compare the purchasing behavior of consumers depending on the package labeling as derived from brainwave and behavioral results. Data were collected from sixty women, aged between 25-60 years old in Chon Buri province by using purposive sampling method. The research instruments comprised the Neuroscan machine and the style of package labeling applied to the product. Descriptive statistics, t-test, and the repeated-measures ANOVA were used to analyze the data.


         The results were as follows:


  1. The product package labeling, including the use of three design factors and two compositions, including unity and point of interest, resulted in 216 package labeling variations.

  2. The brainwave analysis revealed that the packaging which had an exact product picture, shaded pink color, and bold font earned the recognition and satisfaction of consumers, whereas the behavioral data showed an altered picture, tinted pink color, and italic font earned the recognition and satisfaction of consumers.

  3. Sugar sales with the package labeling derived from brainwave data were the strongest. This indicates that a neurophysiological approach can effectively guide and successfully influence package labeling, and play an important role in the prediction of consumer purchasing behavior.

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บทความวิจัย (Research Articles)

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