Title: Influence of packaging decisions on purchasing intention for home use medical devices - a multiple case study
Authors: Yin Yu Lum Gousgounis; Michael Neubert
Addresses: ISM International School of Management, 17, Boulevard Raspail, 75007 Paris, France ' ISM International School of Management, 17, Boulevard Raspail, 75007 Paris, France
Abstract: Technological advancements and increased health awareness result in a growing market for consumer focused medical devices that are used at home. This study examines how and why certain packaging attributes influence purchasing intention for home health and direct to consumer (HHDTC) medical devices. This study uses a multiple case study research design to examine the perceptions of healthcare experts about the influence that colour, graphics and labelling information have on purchasing intention for HHDTC medical devices. Interviews with 11 healthcare experts are the primary sources of data. The theoretical framework by Saeed et al. (2013) is used in this study. The findings suggest that packaging attributes are not as important to product sales as they used to be. It appears that some of the healthcare experts believe that the internet might be responsible for this shift.
Keywords: medical device; medical device purchasing intention; purchasing intention; consumer behaviour; packaging; packaging attributes; packaging influence; home health and direct to consumer; HHDTC.
International Journal of Teaching and Case Studies, 2020 Vol.11 No.3, pp.223 - 237
Received: 01 Jun 2020
Accepted: 16 Jun 2020
Published online: 19 Oct 2020 *