Impact of Product Packaging Cues on Product Quality Perceptions: Empirical Evidence from Pakistani Shopping Malls

This paper develops and tests a theoretical model of the effects of nutritional label and brand name on consumers' product quality perceptions in Pakistani consumer market. The basic aim of the study is to investigate the extent to which consumers form quality perceptions from product packaging cues. The survey method was employed to collect data from 487 Pakistani consumers in Islamabad and Rawalpindi region using mall intercept method. Five-point Likert scale is used to measure all the dimensions of variables. Descriptive and regression analyses are performed using SPSS and PLS. Cronbach alpha measure is used for all the variables to ensure internal consistency. The finding indicates that brand name as well as nutritional label exerted significant influence on product quality perceptions. Investigating the impact of nutritional label and brand name in Pakistani consumer market is a contemporary and worthwhile topic that shall have noteworthy contribution in prevailing literature as well as to the marketers. Anam Javeed | Dr. Sany Sanuri bin Mohd Mokhatr | Dr. Ismail bin Lebai Othman"Impact of Product Packaging Cues on Product Quality Perceptions: Empirical Evidence from Pakistani Shopping Malls" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-2 , February 2018, URL: http://www.ijtsrd.com/papers/ijtsrd9676.pdf http://www.ijtsrd.com/management/other/9676/impact-of-product-packaging-cues-on-product-quality-perceptions-empirical-evidence-from-pakistani-shopping-malls/anam-javeed