Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Packaging plays a fundamental role on consumer’s intention to purchase, as it may be the first contact between the consumer and the product. The product packaging has a crucial role to attract consumer, force them to choose the product and act as a brand communication vehicle. The point of focus is how the elements of the package design affect consumer’s perceptions about products and brand. In this study, to understand the effect of package form and transparency on consumers’ pre-purchase preference of juice packaging, the participants (N=60) are asked to assess six designs against a 5-point Likert scale. The findings suggest that form and transparency in juice packaging have significant effect on consumers’ purchase intention. In addition, consumers give preference to functionality of the packaging than novelty while purchasing fruit juice product.