Title: Investigating the impact of packaging innovation on market share: the case of Isfahan Refah chain store
Authors: Seyed Fathollah Amiri Aghdaie; Effat Sadat Mahboobi Renani
Addresses: Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran ' Department of Management, University of Isfahan, Hezarjarib St., 81746-73441, Isfahan, Iran
Abstract: The purpose of this study is to investigate the effect of packaging innovation on market share. In order to collect data, a questionnaire has been developed, including effective measures on attracting customers. The questionnaire has been randomly distributed to 59 employees of the first branch of the Isfahan Refah chain store. Normal distribution test and linear regression technique have been used for data analysis. The findings imply that all of the hypotheses are approved and therefore, it is concluded that innovation in product packaging has a substantial role in increasing market share.
Keywords: packaging; competitive advantage; colour; packaging size and shape; appealing and legible logo; product information.
International Journal of Procurement Management, 2017 Vol.10 No.4, pp.431 - 443
Received: 12 Feb 2016
Accepted: 25 Jun 2016
Published online: 10 Jul 2017 *