Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman

Local perfume brands are typically successful due to their distinct strategies and product features. The purpose of this study is to determine how packaging visual elements influence consumer purchase intentions, focusing particularly on the packaging, material, and typography of information. Furthe...

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Authors: Khan, Zaheer Ahmed, Kamran, Hyder, Ahmed, Ishfaq, Safdar, Umar, Asim, Zeeshan, Binti Alwie, Aryaty
Format: article
Status:Published version
Publication Date:2025
Country:Brasil
Institution:Sapienza Grupo Editorial
Repository:Sapienza (Curitiba)
Language:English
OAI Identifier:oai:ojs2.journals.sapienzaeditorial.com:article/805
Online Access:https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/805
Access Level:Open access
Keyword:Aesthetics of packaging, packaging design, visual elements, purchase intention, perceived quality
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spelling Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in OmanAesthetics of packaging, packaging design, visual elements, purchase intention, perceived qualityLocal perfume brands are typically successful due to their distinct strategies and product features. The purpose of this study is to determine how packaging visual elements influence consumer purchase intentions, focusing particularly on the packaging, material, and typography of information. Furthermore, the study examines how perceived quality mediates the relationship between selected packaging elements and consumer purchase intentions. We used quantitative data collected through a field survey using structured questionnaire adapting survey items from previous studies. Total 347 respondents from Oman participated in the survey. We used the Partial Least Square Structural Equation Modelling (PLS-SEM) to analyse data. The findings revealed that packaging design and typography of information positively influence purchase intention of customers. Packaging material was found to be insignificant to influence the purchase intention. It was found that perceived quality partially mediated the relationship between independent variables (packaging design, typography) and purchase intention.   In addition, there was full mediation of perceived quality in the relationship between packaging material and purchase intention.  This study contributes to the literature by providing an insight into Omani consumers' attitudes regarding the aesthetics of packaging, perception of quality, and purchase intention. In the context of local market, the study suggests managers use visual elements of packaging to attract customer for increasing the likelihood of purchase. To gain a better understanding of marketing communication efforts, future research might look at the type of material as a predictor and assess the effect of gender and prices on packaging elements and purchase intention.Sapienza Grupo Editorial2025-01-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/80510.51798/sijis.v6i1.805Sapienza: International Journal of Interdisciplinary Studies; Vol. 6 No. 1 (2025): Regular Issue: Interdisciplinary Studies; e25001Sapienza: International Journal of Interdisciplinary Studies; Vol. 6 Núm. 1 (2025): Regular Issue: Interdisciplinary Studies; e25001Sapienza: International Journal of Interdisciplinary Studies; v. 6 n. 1 (2025): Regular Issue: Interdisciplinary Studies; e250012675-9780reponame:Sapienza (Curitiba)instname:Sapienza Grupo Editorialinstacron:SAPIENZAenghttps://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/805/612Copyright (c) 2025 Zaheer Ahmed Khan, Hyder Kamran, Ishfaq Ahmed, Umar Safdar, Zeeshan Asim, Aryaty Binti Alwiehttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessKhan, Zaheer AhmedKamran, HyderAhmed, IshfaqSafdar, Umar Asim, ZeeshanBinti Alwie, Aryaty2025-01-06T19:49:25Zoai:ojs2.journals.sapienzaeditorial.com:article/805Revistahttps://journals.sapienzaeditorial.com/index.php/SIJISPRIhttps://journals.sapienzaeditorial.com/index.php/SIJIS/oaieditor@sapienzaeditorial.com2675-97802675-9780opendoar:2025-01-06T19:49:25Sapienza (Curitiba) - Sapienza Grupo Editorialfalse
dc.title.none.fl_str_mv Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
title Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
spellingShingle Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
Khan, Zaheer Ahmed
Aesthetics of packaging, packaging design, visual elements, purchase intention, perceived quality
title_short Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
title_full Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
title_fullStr Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
title_full_unstemmed Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
title_sort Consumers' perceptions of quality, packaging, and purchase intentions: an analysis of the perfume market in Oman
dc.creator.none.fl_str_mv Khan, Zaheer Ahmed
Kamran, Hyder
Ahmed, Ishfaq
Safdar, Umar
Asim, Zeeshan
Binti Alwie, Aryaty
author Khan, Zaheer Ahmed
author_facet Khan, Zaheer Ahmed
Kamran, Hyder
Ahmed, Ishfaq
Safdar, Umar
Asim, Zeeshan
Binti Alwie, Aryaty
author_role author
author2 Kamran, Hyder
Ahmed, Ishfaq
Safdar, Umar
Asim, Zeeshan
Binti Alwie, Aryaty
author2_role author
author
author
author
author
dc.subject.por.fl_str_mv Aesthetics of packaging, packaging design, visual elements, purchase intention, perceived quality
topic Aesthetics of packaging, packaging design, visual elements, purchase intention, perceived quality
description Local perfume brands are typically successful due to their distinct strategies and product features. The purpose of this study is to determine how packaging visual elements influence consumer purchase intentions, focusing particularly on the packaging, material, and typography of information. Furthermore, the study examines how perceived quality mediates the relationship between selected packaging elements and consumer purchase intentions. We used quantitative data collected through a field survey using structured questionnaire adapting survey items from previous studies. Total 347 respondents from Oman participated in the survey. We used the Partial Least Square Structural Equation Modelling (PLS-SEM) to analyse data. The findings revealed that packaging design and typography of information positively influence purchase intention of customers. Packaging material was found to be insignificant to influence the purchase intention. It was found that perceived quality partially mediated the relationship between independent variables (packaging design, typography) and purchase intention.   In addition, there was full mediation of perceived quality in the relationship between packaging material and purchase intention.  This study contributes to the literature by providing an insight into Omani consumers' attitudes regarding the aesthetics of packaging, perception of quality, and purchase intention. In the context of local market, the study suggests managers use visual elements of packaging to attract customer for increasing the likelihood of purchase. To gain a better understanding of marketing communication efforts, future research might look at the type of material as a predictor and assess the effect of gender and prices on packaging elements and purchase intention.
publishDate 2025
dc.date.none.fl_str_mv 2025-01-06
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/805
10.51798/sijis.v6i1.805
url https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/805
identifier_str_mv 10.51798/sijis.v6i1.805
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://journals.sapienzaeditorial.com/index.php/SIJIS/article/view/805/612
dc.rights.driver.fl_str_mv https://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Sapienza Grupo Editorial
publisher.none.fl_str_mv Sapienza Grupo Editorial
dc.source.none.fl_str_mv Sapienza: International Journal of Interdisciplinary Studies; Vol. 6 No. 1 (2025): Regular Issue: Interdisciplinary Studies; e25001
Sapienza: International Journal of Interdisciplinary Studies; Vol. 6 Núm. 1 (2025): Regular Issue: Interdisciplinary Studies; e25001
Sapienza: International Journal of Interdisciplinary Studies; v. 6 n. 1 (2025): Regular Issue: Interdisciplinary Studies; e25001
2675-9780
reponame:Sapienza (Curitiba)
instname:Sapienza Grupo Editorial
instacron:SAPIENZA
instname_str Sapienza Grupo Editorial
instacron_str SAPIENZA
institution SAPIENZA
reponame_str Sapienza (Curitiba)
collection Sapienza (Curitiba)
repository.name.fl_str_mv Sapienza (Curitiba) - Sapienza Grupo Editorial
repository.mail.fl_str_mv editor@sapienzaeditorial.com
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