Investigating the effects of packaging design factors on customer purchasing decisions for goat manure fertilizer

Abstract

Most of the packaging in agriculture products usually focuses on keeping and containing products rather than appealing to customers. However, because today's competition is fierce both online and onsite, it's critical to improve competitiveness through package development and design. Goat manure, one of the best animal manures for fertilizer to help provide the ideal growth conditions for plants, is selected for the pilot study to investigate the influence of packaging design in agriculture products. The goal of this article is to look at (1) consumer behaviour while making a fertilizer purchase and (2) the impact of packaging design on customer purchasing decisions by comparing the old and new designs. Answers from these questions will be a guideline for the new packaging design. To create the packaging for the community's product, researchers collaborated with one community enterprise at Petchburi in Thailand. According to the 110 participants who took part in the pre‐survey, 64.5% of them are more concerned with packaging design than with pricing, market channels, or marketing. The packaging, originality, product feature representation, cleanliness, safety and the ability to pack and unpack the goods are all important considerations when buying goat dung fertilizer. These elements are used to create a new packaging design. Furthermore, the NUDGES idea is included in the packaging design to support the customer's behaviour while using the product. After designing and production, the old and new packages are tested in the market via online and onsite channels. Although the quality and quantity of products remain the same, 87.5% of the 32 consumers who purchased fertilizer chose the new packaging design for 60 baht and the rest chose the other option for 50 baht. As a result, packaging design raises the perceived value of a product and promotes customer acceptability.