The Effects of Packaging Color and Product Shape on Customer’s Willingness to Buy Chocolates

Abstract

This study aims to test the effects of two important product visual cues (i.e., packaging color and product shape) on customers’ willingness to buy chocolates in Pakistan. For this purpose, an online experiment-based survey was conducted in Pakistan, which provided 136 usable customer responses. The results suggest customers’ higher willingness to buy chocolates in red or purple color packaging (as compared to yellow color packaging) and in rectangle shape (as compared to round or triangle shape chocolates). In this way, this study extends the available literature on the effects of visual cues of product (i.e., chocolate) on customers willingness to buy, by providing evidence from an emerging market (i.e., Pakistan). Some important managerial implications and limitations of this study appear at the end of this paper.