Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes

This paper studies the influence of two design variables of chewing gum packaging, those of colour and format, on consumer expectations of specific product attributes and willingness to buy. Some 390 consumers participated in this investigation, evaluating a total of 30 functional, sensory and experience attributes for nine different packaging designs. The results demonstrate that packaging format influences expectations of functional attributes, sensory attributes of texture and experience attributes, while colour influences expectations of sensory attributes of taste and flavour and experience attributes. The study also reveals that willingness to buy is more closely related to the colour of the packaging than to its format.