The impact of food packaging cues on perceived product quality in consumer market of Pakistan

Examining the quality perceptions of the consumers have often been recommended as an international research paradigm. This study is grounded in Pakistani consumer market to evaluate the impact of food packaging cues on perceived product quality. The moderating effect of consumer knowledge was also t...

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Main Author:	Javeed, Anam
Format:	Thesis
Language:	eng eng
Published:	2018
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/7983/1/s901472_01.pdf https://etd.uum.edu.my/7983/2/s901472_02.pdf
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id	my-uum-etd.7983
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd. Mokhtar, Sany Sanuri
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Javeed, Anam The impact of food packaging cues on perceived product quality in consumer market of Pakistan
description	Examining the quality perceptions of the consumers have often been recommended as an international research paradigm. This study is grounded in Pakistani consumer market to evaluate the impact of food packaging cues on perceived product quality. The moderating effect of consumer knowledge was also taken into consideration in the study. Signalling theory was used in the study for its established predictive power in consumer behaviour, marketing and various fields of research. Based on the essence of signalling theory, this study hypothesized that food packaging cues cast a positive impact on perceived product quality and consumer knowledge moderates these relationships. By using the sample of 504 consumers, data were gathered using mall intercept method following multi stages sampling technique. The responses were analyzed using Statistical Package for Social Sciences (SPSS) and Smart Partial Least Square (PLS). The SPSS was used for descriptive analysis whereas Smart PLS was used for inferential analysis. The findings of the study unveil that the extrinsic cues brand name, price, nutritional label, precautionary label and Halal logo were positively and significantly related to perceived product quality. However, country of origin casted no impact on perceived product quality. Consumer's knowledge reflected a moderate effect on the relationships of brand name and country of origin with perceived product quality whereas it exerted no moderation impact on the relationships of price, nutritional label, precautionary label and Halal logo with perceived product quality. As the results exhibit that Pakistani consumers rely on food packaging cues for perceiving about the product hence it is recommended to the marketers and policy makers to develop appropriate marketing strategies focused on the significance of food packaging cues.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Javeed, Anam
author_facet	Javeed, Anam
author_sort	Javeed, Anam
title	The impact of food packaging cues on perceived product quality in consumer market of Pakistan
title_short	The impact of food packaging cues on perceived product quality in consumer market of Pakistan
title_full	The impact of food packaging cues on perceived product quality in consumer market of Pakistan
title_fullStr	The impact of food packaging cues on perceived product quality in consumer market of Pakistan
title_full_unstemmed	The impact of food packaging cues on perceived product quality in consumer market of Pakistan
title_sort	impact of food packaging cues on perceived product quality in consumer market of pakistan
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2018
url	https://etd.uum.edu.my/7983/1/s901472_01.pdf https://etd.uum.edu.my/7983/2/s901472_02.pdf
_version_	1747828301179650048
spelling	my-uum-etd.79832021-08-09T08:07:51Z The impact of food packaging cues on perceived product quality in consumer market of Pakistan 2018 Javeed, Anam Mohd. Mokhtar, Sany Sanuri School of Business Management School of Business Management HF5415.33 Consumer Behavior. Examining the quality perceptions of the consumers have often been recommended as an international research paradigm. This study is grounded in Pakistani consumer market to evaluate the impact of food packaging cues on perceived product quality. The moderating effect of consumer knowledge was also taken into consideration in the study. Signalling theory was used in the study for its established predictive power in consumer behaviour, marketing and various fields of research. Based on the essence of signalling theory, this study hypothesized that food packaging cues cast a positive impact on perceived product quality and consumer knowledge moderates these relationships. By using the sample of 504 consumers, data were gathered using mall intercept method following multi stages sampling technique. The responses were analyzed using Statistical Package for Social Sciences (SPSS) and Smart Partial Least Square (PLS). The SPSS was used for descriptive analysis whereas Smart PLS was used for inferential analysis. The findings of the study unveil that the extrinsic cues brand name, price, nutritional label, precautionary label and Halal logo were positively and significantly related to perceived product quality. However, country of origin casted no impact on perceived product quality. Consumer's knowledge reflected a moderate effect on the relationships of brand name and country of origin with perceived product quality whereas it exerted no moderation impact on the relationships of price, nutritional label, precautionary label and Halal logo with perceived product quality. As the results exhibit that Pakistani consumers rely on food packaging cues for perceiving about the product hence it is recommended to the marketers and policy makers to develop appropriate marketing strategies focused on the significance of food packaging cues. 2018 Thesis https://etd.uum.edu.my/7983/ https://etd.uum.edu.my/7983/1/s901472_01.pdf text eng public https://etd.uum.edu.my/7983/2/s901472_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review, 42(4), 8-23. Aaron, J. I., MeJa, D. J., & Evans, R. E. (1994). The influences of attitudes, beliefs and label information on perceptions of reduced-fat spread. Appetite, 22(1), 25-37. Aazim, (2015)., Upgrading packaged food industry, Available at: http://www.dawn.com/news/1210879 Abdul Latiff, Z. A., Mohamed, Z. A., Rezai, G., & Kamaruzzaman, N. H. (2013). 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The impact of food packaging cues on perceived product quality in consumer market of Pakistan

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