Evaluation of Food Product Packaging Design: An Empirical Study of Consumer Attitudes in the Capital City of Amman

Sami Al-Smadi


The study examined consumer attitudes towards the quality of packaging design of food products in Jordan, based on the VIEW model of product packaging. The study is based on a fieldwork and a judgement sample of 400 consumers located in shopping centers in the capital city of Amman. The data were analyzed, using various statistical techniques, such as Frequency analysis, Descriptive analysis, Factor analysis and, One Way ANOVA. The main results showed that consumers were not satisfied enough with the quality of packaging design of food products, particularly the workability aspects. Moreover, the analysis revealed significant differences in consumer attitudes due to age and income variables. In light of the research findings, appropriate recommendations were made.

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