The Impact of Informational Package Elements on Consumer Purchase Behaviour of Breakfast Cereal Products: The Case of University Students in Masvingo, Zimbabwe.

Abstract

Most studies on product package design elements have conceptualised the role of visual package elements such as colour, shape, size and picture in influencing consumer buying behaviour of fast moving consumer goods. Limited researches have focused on the impact of informational package elements on the purchase decisions of university students, therefore, this paper sought to examine the impact of informational package elements (brand elements, nutritional information, and food label information) on university students’ purchase decisions of breakfast cereals. A descriptive research design was employed and the random sampling strategy was used to identify and select study participants constituting 100 respondents. The research findings revealed that the brand name, nutritional information on energy and sugar, and use instructions are critical determinants of university students’ purchase decisions. Therefore, the implication for managers is that, the noted variables should be strategically managed as they are vital extrinsic cues that directly trigger consumer interest and shape their purchase decisions.

Key words: packaging, informational elements, consumer purchase behaviour, breakfast cereals