The Effect of Aesthetic Factors of Product Packaging on Consumer Purchase Intention(Case of Study: Customers of Yogurt Product in Hamadan City)

A variety of packaged food products are now available in supermarkets, which has increased consumer choice. In addition, the competition between packaged food products has also increased, and one of the effective methods by which companies can differentiate themselves from competitors in the market is packaging. One of the methods of creating differentiation through packaging is the presence of aesthetic aspects in packaging. The purpose of this research is to investigate the effect of product packaging aesthetic factors (packaging color, packaging material, font style, packaging design and printed information) on consumer purchase intention. The current research is applied in terms of purpose and descriptive-correlational in terms of method. The statistical population of this research is all the buyers and consumers of yogurt products in Hamedan. The sample size of 384 was determined using Cochran's table and the samples were selected using convenience sampling method. The data collection tool was an online questionnaire whose validity has been measured through content validity and construct validity (convergence and divergence). Cronbach's alpha and composite (structural) reliability have also been used to measure reliability. The analysis of the research data was done using the structural equation method and SPSS and SMART-PLS statistical software, and the results show that the product packaging has a significant effect on the consumer's purchase intention. It was also found that the packaging font style has the greatest impact on the consumer's purchase intention, followed by packaging printed information, packaging materials, packaging design and packaging color.