The Role of Packaging in Consumer's Perception of Product Quality at the Point of Purchase

Abstract

This study aims to investigate the role of packaging in Jordanian consumer’s perception of product quality at the point of purchase.the study comprises four independent variable: Protection of products and consumer, Promotion of products, facilitation of storage, use, and convenience of products, facilitation of recycling and reducing environmental damage and the dependent variable is Jordanian consumer's perceptions of product quality at the Point of purchase. The researcher tries to develop and test a model to achieve the research objectives. Data were collected from a convenience sample of 547 respondents using a questionnaire. Questionnaire consists of 26 items measured on five point likert scale. The data are analyzed using several statistical techniques to test the stated hypotheses. Descriptive statistical measures are used to describe the study's sample characteristics. Multiple regression analysis is used to find the effect of the independent variables on the dependent variable. It was found that all the independent variables had a significant effect on Jordanian consumer's perception of product quality at the point of purchase. Recommendations for future research, marketing implications, and limitations of this study are proposed.

Keyword: packaging, Consumer's Perception, Product Quality, Jordan