Packaging and Consumer Behavior
Perceptions of the Pringles Tube Design and Associations with Purchase Preferences
Keywords:
packaging design, consumer behaviour, potato snacks, Pringles, brand perceptionAbstract
This study examines consumer perceptions of potato snack packaging, focusing on the Pringles brand and its distinctive tube design. Given the global popularity of potato chips, packaging plays a crucial role in consumer decision-making, brand differentiation, and marketing strategies. Using a mixed-method approach, this research combines survey data and interviews collected at both national and international levels to assess how packaging attributes—such as material composition, functionality, and branding—affect purchasing behaviour and consumer loyalty. Findings suggest that while Pringles’ packaging enhances product visibility and protection, consumer preferences vary across regions, with concerns related to accessibility and sustainability emerging as key factors in purchasing decisions. These insights contribute to a broader understanding of packaging's role in snack food marketing and highlight potential areas for design innovation and adaptation to evolving consumer expectations.
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