Consumer Purchasing Behavior

Discussion

As you can see from our research, the overall consensus of our project was that solid packaging and clear packaging do have an impact on consumer purchasing behavior, and the majority of people prefer clear packaging when it came to nutrition bars and chip bags. Our hypothesis is that clear packaging will have a positive effect on consumer purchase behavior, and the correlation will further increase if the product inside is considered healthy. We had previously planned on seeing a parallel between people who considered themselves health conscious and a tendency to consume the product with clear packaging that were healthier. We had four conditions, and those included clear vs. solid packaging in nutrition bars and clear vs. solid packaging in chip bags. Our two main effects which were people prefer clear packaging over solid and nutrition bars over chips both were proved to be true. However, the interaction between people preferring clear nutrition bars over clear bags of chips were not significant to each other, and unable to be proven based on our data. After calculating the significance between our two independent variables, the packaging of products, we were able to prove our hypothesis correct. We ended up testing our experiment on eighty individuals that attend Bryant University, and randomly distributed our surveys so each person received a different condition. After analyzing the data, we calculated that the p-score for the packaging is 0.010 and the p-score for the product is 0.082. This shows that there is a high correlation between the two types of packaging and two types of products.

We predicted in our hypothesis that people prefer clear packaging over solid, and that there would be a higher positive correlation for healthy food compared to chips. We thought this would be the case based on prior knowledge of consumer behavior. Except for those who are health conscious, most people find nutrition bars not that appetizing. So...