Examining the Interplay of Packaging Attributes, Perceived Quality, Perceived Value, and Brand Loyalty in Shaping Consumer Purchase Intentions within the Snack Food Market
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Abstract
The present study examines the complex interplay between packaging attributes, perceived quality, perceived value, brand loyalty, and their collective influence on consumer purchase intentions within the highly competitive snack food market. Building upon a comprehensive review of extant literature, this research investigates how the visual, structural, and informational elements of packaging design, along with consumers' quality and value perceptions, as well as their brand loyalty, shape their purchase intentions. The study employed a descriptive research design, utilizing both primary and secondary data sources. A structured questionnaire was administered to 810 respondents in the Madurai region, capturing information on consumer preferences, purchase intentions, and demographic characteristics. Robust statistical analyses, including Percentage Analysis and Structural Equation Modeling, were conducted to assess the model fit and test the hypothesized relationships. The findings demonstrate that all examined factors - packaging attributes, perceived quality, perceived value, and brand loyalty - have significant positive relationships with consumer purchase intentions in the snack food market. Brand loyalty emerged as the strongest predictor, followed by packaging attributes, perceived value, and perceived quality. These insights provide valuable guidance for snack food manufacturers and marketers in developing effective strategies to drive purchase intentions and secure a competitive advantage.