RESEARCH PROPOSAL - PART 1: INTRODUCTION, REVIEW OF LITERATURE, PROBLEM STATEMENT, RESEARCH QUESTIONS

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Does packaging color of product affect consumer behavior during purchase?

Table of Contents

1. Title Page--------------------------------------------------------------------------------------1

2. Table of Contents-----------------------------------------------------------------------------2

3. Introduction------------------------------------------------------------------------------------4

4. Problem statement----------------------------------------------------------------------------5

5. The importance and necessity of conducting research-----------------------------------6

6.The theoretical framework of research-----------------------------------------------------7

7.Research Objectives--------------------------------------------------------------------------8

8.Research question-----------------------------------------------------------------------------9

9. Hypothesis-------------------------------------------------------------------------------------9

10. The conceptual definition of variable ----------------------------------------------------10

11. The operational definition of variables---------------------------------------------------10

12. Research purpose----------------------------------------------------------------------------13

13. Research restriction-------------------------------------------------------------------------14

14. Research methods---------------------------------------------------------------------------14

15. Society and statistical sample -------------------------------------------------------------15

16. Statistical community-----------------------------------------------------------------------15

17. Sample size and sampling method--------------------------------------------------------16

18. Variables--------------------------------------------------------------------------------------16

19. Data collection----------------------------------------------------------------------------17

20. Method-------------------------------------------------------------------------------------17

21. Library study -----------------------------------------------------------------------------17

22. Field study---------------------------------------------------------------------------------17

23. Data analysis method --------------------------------------------------------------------18

24. Deliverable --------------------------------------------------------------------------------18

25. Activity schedule -------------------------------------------------------------------------20

26. Reference ----------------------------------------------------------------------------------21

27. Appendix (questionnaire) ----------------------------------------------------------------22

Introduction

Objects, people, and the environment contain a variety of colors that we encounter every day, so Colors are everywhere, and we can state that Color is a fundamental aspect of human perception (Kauppinen, 2014). Also, colors not only include emotions, but they also convey physiological concepts and associations (Labrecque, 2012). However, one of the most important issues in marketing and product sales promotion is to consider the right color in product packaging. Nowadays, advertisements play an important role in human life, and on the other hand, the output products of commercial companies experience tangible qualitative convergence which the important issue of packaging and its dimensions such as product packaging color cannot be ignored (Farooq, 2015). Despite its primary responsibility for product protection, packaging has gradually acquired new features that in its motivational aspect often include the design, color, and shape of packaging (Cahyorini, 2012). Product packaging features such as its color can be used as a carrier of promotional messages, motivational shopping tools, means of collecting comments, and carrier of the company's identity and slogan. (Labrecque, 2012). There is no doubt that the right color packaging can make a difference. Therefore, companies today are increasingly focusing on different packaging features and are well aware of the fact that even a small change in the shape of the packaging can affect consumer behavior to high profitability. (Raheem, 2014). In this way, first, the main questions raised in the research were presented in the form of the problem statement and then the importance and necessity of the discussion on the research topic were examined and then the questions, research model, goals, and research hypotheses were presented. Finally, after presenting the conceptual definitions, the operational definitions related to each of the indicators and the scope of the research were described separately.

Problem statement

The purchasing decision process refers to the steps that buyers decide to buy products and services. The study of consumer decision-making includes the analysis of how individuals choose between one or two or more options to buy and the processes that occur before, during, or after the purchase (Silayoi, 2004). Pre-purchase activities occur in the early stages of the purchase decision process and when the person is primarily motivated to make a purchase (Kauppinen, 2014). At one point in the process, the consumer must stop searching and evaluating the information and choose a purchase option (Labrecque, 2012). This stage is the same as the purchase stage (Kuvykaite, 2009). Post-purchase activities also focus on what happens after the purchase since the decision-making process does not end with the purchase, and consumers evaluate the decision and use it for future decisions (Kuvykaite, 2009).   Various studies have sought to find out what features of the product can affect consumers' purchasing decisions (Schoormans, 1997). Traditional analyzes have focused only on the characteristics within a product, which in no way meet the needs of current changing markets, as consumers are influenced by different levels of the product (Raheem, 2014). Various studies have shown that the physical appearance of a product, such as packaging, affects the buyer's attention to a product in the store, testing it, and ultimately its purchase (Silayoi, 2004). Meanwhile, product packaging color seems to be a key factor that can be effective in different stages of consumer buying (Hussain, 2011). In particular, it has a special place in the packaging of food products (Silayoi, 2004). The color combination of product packaging creates an image in the mind (Shah, 2013). The more compelling the image created in the minds of consumers of food products, the more effective it can be in deciding to buy their product (Shah, 2013). In other words, designing the packaging of food products with diverse and cheerful colors that are consumer-friendly accelerates the decision to buy a product (Labrecque, 2012). Therefore, trying to design the packaging of a product with the right color and paying attention to the opinions of consumers can have a profound effect on consumer sentiment and the decision to buy that product (Kuvykaite, 2009). This research also seeks to discover the relationship between food packaging color and consumer decisions during purchase. Based on this, the main research question is compiled as follows: What is the relationship between food coloring and consumer decisions during purchase?

The importance and necessity of conducting research Consumer choice is complex, rich, and extensive. However, if sellers want sustainable success, they must try to understand consumers. It takes a long time to understand the nature and patterns of the origin of consumption (Raheem, 2014). Besides, consumer behavior depends on why people buy and what they buy is an interpretation to try to understand the nature of consumer goals and outcomes (Raheem, 2014). To compete with retailers and manufacturers, they adopt aggressive production strategies to increase consumerism (Hussain, 2011). A popular strategy for influencing consumer choice is to use a variety of colors (Hussain, 2011). Color can stimulate interests and tastes, thereby increasing the purchasing power of products (Labrecque, 2012). The color promotes business by increasing the effectiveness of promoting halo throughout a brand and even generating new revenue (Underwood, 2001). When designing a product, it is important that the texture, pattern, and effects, especially the color, is selected appropriately (Labrecque, 2012). Therefore, the visual characteristics of packaging are of particular importance in different stages of food purchase due to their role in establishing the first direct relationship with the customer and its effect on the customer's mind psychologically (Shah, 2013). This feature, as Hussain (2011) believes, is often because consumers are affected by the appearance of the product, especially its packaging, in unplanned purchases. It is a subject that still needs to be looked at expertly and, of course, more comprehensively in the production of domestic packaging (Silayoi, 2004). However, among the existing reality in our society, which is also believed by the hands of packaging workers, shows that all activities carried out on packaging are based on traditional beliefs and ideas, and field research has not played the slightest role (Labrecque, 2012). It seems that according to the current situation, producers and suppliers of food products in the Pega factory in Vancouver that produces dairy products do not know much about the nuances of designing and providing packages tailored to the needs and desires of their customers. In this regard, and to compensate for these shortcomings, in the present study, an attempt has been made to study how to influence and determine the relationship between packaging factors during consumer behavior steps and activities, although a small step is done to develop marketing services and consequently development, creating a business environment to compete effectively in the food industry in Vancouver.

The theoretical framework of research The theoretical framework is the foundation on which all research is based. This framework clarifies the relationships between variables, just as the study of background forms the basis of the theoretical framework. A good theoretical framework, in turn, provides the necessary logical basis for formulating testable hypotheses (Sakaran, 2006). In this study, to answer the research questions, the conceptual model is presented in Figure 1. In this model, the relationship between packaging color and consumer behavior in different stages of purchase is examined. The color of the packaging, which is considered as an independent variable in this research, is based on the study of Vaspis (2004), which divided the packing factors into two categories: information factors and visual factors. Consumer behavior is also a dependent variable of research that has been extracted based on Wilkie's (1994) studies. He sees consumer behavior as a three-step process, including before, during, and after purchase.

Visual factors in packaging

(Packaging color)

Consumer behavior after purchase

The theoretical framework of research (Vaspis, 2004 &Wilkie’s, 1994)

Research Objectives The objectives of this study are divided into two categories: The main purpose is to examine the relationship between packaging color and consumer behavior. Sub-objectives: 1- Investigating the relationship between packaging color and consumer behavior while the consumers have intention to purchase 2- Investigating the relationship between packaging color and consumer buying behavior during making a decision to purchase. 3- Investigating the relationship between packaging color and consumer behavior after they make a decision to purchase.

Research question

In this research, we try to answer the main questions and sub-questions of the research. The main question is that this research seeks to answer the following question: Is there a significant relationship between food packaging color and consumer behavior during purchase? Sub-questions were developed to answer: 1) Is there a significant relationship between food packaging color and consumer behavior before purchase? 2) Is there a significant relationship between food packaging color and consumer behavior during purchase? 3) Is there a significant relationship between food packaging color and consumer behavior after purchase?

Hypotheses According to the thematic literature and research model, the research hypotheses are as follows: The main hypothesesis:

There is a significant relationship between the color of food packaging and consumer behavior. Sub-hypotheses are: 1) There is a significant relationship between the color of food packaging and the behavior of consumers before buying. 2) There is a significant relationship between the color of food packaging and behavior during consumer shopping. 3) There is a significant relationship between food packaging color and consumer behavior after purchase.

The conceptual definition of variables Food Packaging Color: One of the visual components of products that can affect the consumer (Labrecque,2012).

Consumer Behavior: Consumer behavior refers to activities, in which people engage in the actual or potential use of various market products, including goods, services, ideas, and store environment, and include three subgroups in pre-purchase activities. , activities during purchase and activities after purchase (Shah, 2013). Pre-purchase activity: Pre-purchase activities occur in the early stages of the purchasing decision process and when the person is first motivated to make a purchase. This stage includes three subgroups, which are: awareness of need, evaluation of options, and collection of information (Zekiri, 2015). Purchasing Activity: At one point in the process, the consumer must stop searching and evaluating information and choose a purchase option. Purchasing options for the consumer include the product itself, packaging, store, and purchase method. In this case, the customer makes a convincing compromise according to the characteristics of the product and other factors. Once the buyer has chosen the brand and store he or she wants, he or she must complete the exchange process. This stage is the same as the purchase stage. This stage leads to the decision to buy (Zekiri, 2015). Post-purchase activity: Post-purchase activities are focused on events that occur after the purchase has been made because the decision-making process does not end with the purchase, but the consumer evaluates the decision and makes it. Used for future decisions. This stage of consumer behavior is examined in two stages: consumption and product evaluation and future decision-making processes (Hussain, 2011).

The operational definition of research variables As noted, this study seeks to examine the process of consumer buying behavior by characterizing the color of food packaging. For this purpose, the operational definitions used for each of these variables in this study are as follows: Food Packaging Color: Using questions 1 to 4 of the questionnaire, which will be evaluated and measured by respondents in the form of a 5-point Likert scale from very low to very high with numbers 1 to 5. Behavior before purchase: Using questions 5 to 8 of the questionnaire, which will evaluate and measured by respondents in the form of a 5-point Likert scale from very low to very high with numbers 1 to 5.

Behavior during consumer’s purchase: Using questions 9 to 12 of the questionnaire, which will evaluate and measured by respondents in the form of a 5-point Likert scale from very low to very high with numbers 1 to 5. Behavior after consumer purchase: Using questions 13 to 16 of the questionnaire, which will evaluate and measured by respondents in the form of a 5-point Likert scale from very low to very high with numbers 1 to 5. And to determine the score of each characteristic, we use the average score of the items assigned

Literature review

Marketing is the process by which a consumer's need is identified and what satisfies that need is determined and created and delivered to the customer in such a way that his satisfaction is satisfied and long-term and beneficial two-way relationships are established with him (Labrecque, 2012). To study consumer behavior as closely as possible, one of the issues that should be studied is the factors affecting these behaviors. Consumer behavior in general can be influenced by several factors (Zekiri, 2015). Meanwhile, the impact of the product on consumer behavior is important. Many of the features of products belonging to different companies, including brand name, quality, novelty, and complexity of the product can affect consumer behavior (Labrecque, 2012). A review of past studies on the product shows that traditional analyzes have focused only on the internal characteristics of the product, which does not meet the needs of the changing markets at the moment, while consumers are the various levels of the product are affected (Silayoi, 2007).

In a study, Roswell et al. (2014) investigated the effect of foreign food coloring on 1046 Norwegian consumers. The results showed that most respondents are sensitive to the color ratio of sensitive products and their purchasing decisions. In a study, Funk and Debussy (2006) examined the effect of product color on customer selection in Malaysia. They selected 196 customers who had come to various exhibitions to buy cars. The results showed that the color of the products affects the choice of customers. Also, the results of their other research showed that the age variable can also play a moderating role in this issue. In a study, Sylavi and Space (2004) looked at the role of product packaging in product selection by customers. The results of their research showed that packaging graphics, including its color, play an important role in stimulating the consumer to buy that product.

Garber et al. (2000) investigated the effect of food coloring on customers' purchasing decisions. They selected 389 students and distributed the questionnaires among them. The results of their research showed a significant positive relationship between product color and customer purchasing decisions.

Buck et al. (2011), however, investigated the role of product color on the mental judgment of consumers in Belgium. Their results showed that there is no relationship between the color of the products and their choice by the customers and in some cases, the opposite will happen.

One of the main reasons for food packaging is to attract customers so that packaging is a flashing commodity to the consumer (Schoormans, 1997). Today, the packaging industry uses special colors, designs, and dimensions to attract customers to have significant effects on attracting customers (Silayoi, 2004). The design on the packaging is also one of the effective factors in attracting the customer when choosing the product (Taghavi, 2015). Packaging design at the time of purchase as well as the choice of goods by the consumer in the future and the use of the product is effective and is considered as part of the consumer's experience in future purchases (Taghavi, 2015). How a package is opened or closed, and even how it is placed in the refrigerator, are all psychological reflections that lead to product value and consumer satisfaction (Zekiri, 2015). To study consumer behavior as closely as possible, one of the issues that should be studied; is the factors affecting these behaviors.

Visual packaging features

The visual feature of the package includes features such as color, design, size, information on the package, and the size of the writing on the package (Schoormns, 1997). This feature of packaging is of great importance in the packaging production process due to its prominent role in creating awareness, willingness and even customer motivation to buy food (Labrecque, 2012). Marketers have so far tried to increase the level of awareness and subsequent desire and purchase in customers by using various sciences, especially art and its applications in making a package (Schoormans, 1997). Applying appropriate colors that largely reflect the content of the product and encourage the taste and attention of customers, innovative and stunning designs, providing sufficient information about features, how to use and apply, storage conditions, how Preparing and even providing value and health messages can greatly increase the desire to buy (Silayoi, 2004). On the other hand, the application of sociological and psychological knowledge in determining the size, volume and number of goods in each package is very important in this regard, and in no way should the use of these sciences in these cases should be ignored (Taghavi, 2015). In any case, the visual feature, as its name suggests, includes the feature of the packaging that is placed in the customer's vision and is interpreted as a red light that calls the customer with its features and (kuvykaite, 2009). Buyers of food products pay special attention to packaging factors and components when they are aware of the need (Shah,2013). In food products, due to special features and characteristics, the packaging is one of the most important and common sources of people to search for information about buying such products, especially due to the information it provides to buyers (Shah, 2013). Packaging color serves as one of the important components in product packaging, a useful tool for completing the information needed to evaluate products, and an important source for internal information retrieval and recall of previous shopping experiences (Shah, 2013). Among all the different stages of shopping, packaging, relying on two categories of visual and information factors, plays the most important role in the stage of behaviors during shopping and in the decision-making activity of shopping (Schoormans, 1997). Among the various components in color packaging, product packaging plays a very important role in people's purchasing decisions at the point of purchase of stores (Silayoi, 2007).

Research purposes The objectives of this study are divided into two categories. The main purpose is to examine the relationship between packaging color and consumer behavior during purchase. Sub-objectives: 1- Investigating the relationship between packaging color and consumer behavior before purchase. 2- Investigating the relationship between packaging color and consumer buying behavior during purchase. 3- Investigating the relationship between packaging color and consumer behavior after purchase.

Research Restrictions Each scientific research has its limitations. Here are some of the limitations of this research: - Selecting a small community (customers of dairy products of Pegah factory in Vancouver) and consequently limited samples that can have higher reliability with the larger results. Not considering demographic variables in the research model such as age, gender, and so on. Not using the above model in various industries except for the food products industry. Not considering other components of packaging such as size, variety, and so on. Not considering factors such as complexity of the purchase, time pressure in the research model.

Research Methods The present research is applied in terms of purpose type, descriptive-survey research in terms of implementation and field data in terms of how to collect data. The statistical populations are all the customers of the Pegah factory in Vancouver that 384 number of people have been chosen.

N	S	N	S	N	S	N	S	N	S
10	10	100	80	280	162	800	260	2800	338
15	14	110	86	290	165	850	265	3000	341
20	19	120	92	300	169	900	269	3500	246
25	24	130	97	320	175	950	274	4000	351
30	28	140	103	340	181	1000	278	4500	351
35	32	150	108	360	186	1100	285	5000	357
40	36	160	113	380	181	1200	291	6000	361
45	40	180	118	400	196	1300	297	7000	364
50	44	190	123	420	201	1400	302	8000	367
55	48	200	127	440	205	1500	306	9000	368
60	52	210	132	460	210	1600	310	10000	373
65	56	220	136	480	214	1700	313	15000	375
70	59	230	140	500	217	1800	317	20000	377
75	63	240	144	550	225	1900	320	30000	379
80	66	250	148	600	234	2000	322	40000	380
85	70	260	152	650	242	2200	327	50000	381
90	73	270	155	700	248	2400	331	75000	382
95	76	270	159	750	256	2600	335	100000	384

Society and statistical sample Statistical community The statistical population is the total number of people who have common traits in specific aspects related to research points of view and are subject to the desired research results. (Hussain, 2011). According to the definition of the statistical population in this study, it includes all consumers of dairy products (Pegah diary) in the city of Vancouver.

Sample size and sampling method Since consumers of buy dairy products buy them from supermarkets which can be small and large are unlimited number, we were forced to use Morgan's table to determine the sample size. This research is carried out in Vancouver, so due to the distribution of the sample in a large geographical area, after determining the total sample size, we selected a suitable sample using one of the probabilistic sampling methods, namely the cluster random sampling method. The reason for using the two-stage cluster random sampling method is that we do not have a complete list or list of all members of the community, so by using this method, from all the supermarkets in Vancouver, we will choose some cluster consists of 10 stores by chance, and then we selected some accidental dairy products consumers, and with the help of them, we can complete the questionnaire.

Morgan table(N is community size, S is sample)

Variables Independent variable of the research is the packaging color, and the dependent variables of the research include behavior before purchase, behavior during purchase, and behavior after purchase. Data collection method The most important methods of data collection in this research are as follows: Library studies

To gather some information, we study the available documents and thus use the written data in the research to perform the optimal research. The sources of this data are: (English and Persian books and articles, dissertations, websites).

Field studies

In this research, a researcher-made questionnaire has been used for field studies. There are many reasons to use a questionnaire in research. Because, collecting information about attitudes and opinions in large groups of people through other methods is a problem (Raheem, 2014). In this research, to measure each index, questions have been compiled that these questions evaluate the research variables in the form of a Likert spectrum. Thus, each of the research items used to measure latent variables, based on the Likert spectrum of numbers (1), indicates a very low option, and (5) indicates a very high flow rate and is responsible for Each question determines the importance of that item by selecting only one option.

The questionnaire consists of two parts: A) Demographic questions: In general questions, demographic information has been tried to be collected about the respondents. B) Specialized questions: To design these questions, a five-choice Likert range has been used, which is one of the most common measurement ranges. The options in this range from the number (1) to very low to the number (5).

Data analysis method In this study, descriptive statistics including frequency, percentage, center orientation indicators such as mean, standard deviation, variance, minimum, and maximum and descriptive diagrams will be used to analyze the data obtained from the samples. Inferential statistics (correlation coefficient and Kolmogram test) will be used to analyze the data. These analyzes were performed using SPSS18 statistical software.

Deliverable

By the end of this research, we will have a 40-page report, a completed survey, and a presentation that explains all parts of research and how it will be done.

Activity Schedule

This research will take 35 days to be completed according to the following timeline:

Action	Start date	End date	Number of days
Research	April 25, 2020	April 30, 2020	5
Proposal development	May 1, 2020	May 18, 2020	18
Survey	May 18, 2020	May 26, 2020	8
Data entry	May 26, 2020	May 28, 2020	2
Data analysis	May 28, 2020	May 30, 2020	2
Final paper delivery	May 30, 2020	June 5, 2020	5
Presentation	June 15, 2020
Total cost	3500 CAD

Reference

Cahyorini, A., &Rusfian, E. Z. (2012). The effect of packaging design on impulsive buying. Bisnis&Birokrasi Journal, 18(1).

Farooq, S., Habib, S., & Aslam, S. (2015). Influence of product packaging on consumer purchase intentions. International Journal of Economics, Commerce and Management, 3(12), 538-547.

Hussain, S., Ali, S., Ibrahim, M., Noreen, A., & Ahmad, S. F. (2011). Impact of product packaging on consumer perception and purchase intention. Journal of Marketing and Consumer Research, 10, 1-10.

Kauppinen‐Räisänen, H. (2014). Strategic use of color in brand packaging. Packaging Technology and Science, 27(8), 663-676.

Kuvykaite, R., Dovaliene, A., &Navickiene, L. (2009). Impact of package elements on consumer's purchase decisions. Economics and management, (14), 441-447.

Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.

Raheem, A. R., Vishnu, P., & Ahmed, A. M. (2014). Impact of product packaging on consumer’s buying behavior. European journal of scientific research, 122(2), 125-134.

Schoormans, J. P., & Robben, H. S. (1997). The effect of the new package design on product attention, categorization, and evaluation. Journal of economic psychology, 18(2-3), 271-287.

Shah, S., Ahmed, A., & Ahmad, N. (2013). Role of packaging in consumer buying behavior. International Review of Basic and Applied Sciences, 1(2), 35-41.

Silayoi, P., &Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628.

Silayoi, P., &Speece, M. (2007). The importance of packaging attributes a conjoint analysis approach. European journal of marketing.

Taghavi, M. S., &Seyedsalehi, A. (2015). The effect of packaging and brand on children’s and parents’ purchasing decisions and the moderating role of pester power. British Food Journal.

Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of product & brand management.

Zekiri, J., &Hasani, V. V. (2015). The role and impact of the packaging effect on consumer buying behavior. Eco forum Journal, 4.

Appendix

Questionnaire

Dear respondent Hello, Respectfully, this questionnaire is designed to conduct an academic study entitled "Investigating the Relationship between Food Packaging Color on Consumer Behavior." Since the achievement of correct and scientific results depends on your valuable comments, so please provide accurate answers to the questions raised, help the researcher in collecting the required information. It should be noted that this questionnaire is anonymous and its information is used only for this research and is considered completely confidential. Thank you in advance for your sincere cooperation in completing this questionnaire.                                                                                   Regards,

Mona Yazdandoust

Respondent profile 1- Gender: ---------------- 2- Education: high school diploma post-diploma bachelor's degree master’s degree doctorate 4- Age: -------------------- (Please write)

1. To what extent does the packaging color of food products evoke the appropriateness of the price of the product?	Too little	Little	Medium	Much	Too much
2. To what extent does the packaging color of food products evoke the quality of the products?
3. To what extent does the color of the packaging of food products evoke the quality of the food?
4. To what extent does the color of the packaging of food products evoke the health of food?
5. How much do you know about the variety of colors for packing a food product in the pre-purchase stage?
6. What is your rating of product quality due to the variety of colors for packaging a food product in the pre-purchase stage?
7. What is the amount of information you collect about product features with different packaging colors?
8. What is the amount of positive statements heard from food products with various colors for food packaging?
9. To what extent does the color of food packaging add to the attractiveness of the product during the purchase decision stage?
10. How effective is the color of the packaging of food products on the compatibility of the product with your desires during the purchase?
11. To what extent does the color of the packaging of food products affect the fulfillment of your expectations of the product during the purchase?
12. To what extent does the color of the packaging of food products affect your persuasion to buy the product during the purchase?
13. To what extent does the color of food packaging increase the attractiveness of the product in the post-purchase stage?
14. To what extent does the color of the packaging of food products affect the compatibility of the product with your desires after purchase?
15. To what extent does the color of the packaging of food products affect the fulfillment of your expectations of the product in the post-purchase stage?
16. To what extent does the color of the packaging of food products affect your persuasion to repurchase the product after purchase?