Chapter 2

Review of related studies and literature

This chapter contains existing studies, literature that might support conducting this research.

Review of related literature

In today’s day and age packaging has become a vital component in marketability and

promoting products, particularly to students. This study identifies the effectiveness of visually

appealing packaging design in promoting confectionary products, specifically potato pastillias to

students and potential buyers.

Packaging was discovered in the early time where they used fabrics that turned into garment to

warp products and formed into a bags. With the weaving process, grasses and later reeds were

made into basket to store supplies. In that way foods or products could be saved for future meals

or used and it will be lessened the time needed for seeking and gathering supplies. As decades

pass by individuals had discovered other sources to used for storing products and foods. Where

they developed metals and pottery leading to more packaging form. To using containers

provided by nature to the use of materials and procedures, packaging has changed so much by

past decades. During past years events have a lot of impact to the packaging industry from

unusual events like wars, conflicts and disasters involving the environment also the shifting

lifestyle are the example of the various factors which contributed to the growth of the packaging

industry leading to a more discoveries and inventions to improve packaging to today, this was

according to the study of paula H. & Joe H. (2017)

this sales is from there online website which. The company might have a comprehensive

marketing plan and campaigns but still competing to other brands who are also using the same

exact tactics. That shown that the packaging has a pivotal rule in making the product or brand to

stand out from other brands. Depending on the costumer preferences in might include a clean

look or a minimalist kind of packaging designs. In that way you might have the opportunity to

entertain you potential buyers. Making a distinctive packaging designs can encourage the

costumers to share a photo on their social media that can serve as your advertisement without

paying for them. The goal is to achieve a situation where buyers want to buy your product

because of the packaging.

Packaging play a big role for the product here is why packaging is so important according to

tiuttu (2020) there is role why packaging is so crucial for the products you are selling. Protection

is the primary purpose of the packaging. In order to protect your product from any harm that can

affect it like from heat and other external factors and also when your product is being transported

from point A to B packaging is used to avoid any damage to your products. Safety of the product

is also the used of the packaging in order to keep contents and consumer safe packaging have a

information about the product and it’s safety, to ensure that the consumers have a good

impression. Packaging visual appearance also play a role in marketing the products because the

packaging is as important as your product as it’s purpose is to stand out from other brands that is
selling the similar products as yours to increase your sales. Consumer considers the usability of

the product to ensure a satisfactory of the products.

Packaging is an important component in marketing and promoting your products and also your

brand. Consumers often purchase a product because of the packaging appearance even though

your product is the best among of all the products in the aisle without proper packaging you

cannot simply catch the attention of the potential buyers. Consumers preference is crucial for

marketing since buyers also consider the unboxing experience in their overall shopping

experience of your products that’s explained why packaging is essential in promoting your

product according to woźniczko (2024)

Nisar (2021) studied packaging on consumer buying behavior in the district of Bhakkar in

Pakistan and found that sales have increased as packaging has improved. The reason is that

packaging is not only used for the protection of commodities but also performs lots of

responsibilities including value-adding, prestige and informing buyers. Most of the customers

believed that packaging color, designing, material and information as important packaging

elements. And also found a negative impact of background image and font style with their

buying decision
REVIEW OF RELATED STUDIES

There are related studies that shown the marketability of visually appealing product in

promoting local confectionary to the potential buyers

Foreign

Based on the study of Togawa et al. (2019) titled “A Packaging Visual-Gustatory

Correspondence Effect Using Visual Packaging Design to Influence Flavor Perception and

Healthy Eating Decisions” have shown that there is a gap in the literature on how these visual

and textual features of product packaging can best be expressed when presented simultaneously

in relation to health perceptions and consumer response. This study includes an experiment to

investigate the influence of the packaging design elements' shape and texture in combination

with labeling on health perception and consumer response to product packaging. The results

showed that a congruence effect influenced the positive product response of consumers to a

certain extent and that an incongruence effect had more influence on the perceived healthiness of

consumers. Main effects occurred between showing a label and the perceived healthiness and
between a smooth texture on taste perception. Finally, the participants have associated packaging

with a smooth texture more with sweetness.

This study is designed to give insights in how visual elements and a textual element could

influence the perceived healthiness of the consumer and stimulate the consumer to choose for a

healthier product. Especially of interest for marketeers, designers, and retailers who sell their

products in an online environment.

In the research of (Azka B., Nurrani K., 2024) about “The role of packaging in brand

communication”. This study investigates the impact of packaging design on the buying choices

of Generation Z consumers, with a particular emphasis on dessert snack items. The main goal of

this research is to assess how various visual components of a product's packaging affect the

purchasing decisions of Generation Z. Additionally, the study seeks to pinpoint specific visual

preferences in food packaging design that resonate with this demographic. To accomplish these

aims, a mixed-methods strategy was utilized, incorporating quantitative surveys with 422

respondents and qualitative interviews with 12 Generation Z participants. The findings indicate

that visual attractiveness plays a crucial role in influencing purchasing decisions, primarily

mediated by perceived quality. Distinct elements such as attractive color schemes and innovative

typography enhance perceived quality, thereby driving purchasing behavior. Furthermore,

illustrations on packaging significantly affect buying choices. The selection of packaging

materials, particularly environmentally friendly options, positively influences perceived quality,

while the dimensions and shape of packaging affect perceptions of practicality and quality.

Although certain visual aspects, such as product imagery and shape, exhibit minimal influence

and do not directly affect purchasing decisions, they contribute to the overall appeal and
perceived quality of the packaging. These results imply that well-designed packaging that aligns

with the visual preferences of Generation Z can improve the marketability of dessert snack

products. Nonetheless, the study has limitations, including its concentration on a specific product

category and demographic, which may not be applicable to other contexts. Future investigations

could examine the effects of packaging design across various consumer segments and product

types. This research offers valuable insights for marketers and designers seeking to engage

Generation Z consumers through thoughtful packaging strategies.

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