The influence of designer paper shopping bags on consumer interest and their shopping experience

Abstract

Good package design entails employing appropriate yet attractive graphic attributes such as colour, typography and images with which the consumer can engage. Even the name of a colour plays a considerable part in the success of a new product or brand. Consumers use graphic attributes to associate different products with different income groups, to infer the weight of products and even use it as an indicator of the perceived change in temperature resulting from the use of certain products. Consumers develop colour preferences based on associations they have formed through experience which are influenced by factors such as age, gender, culture and demographics. Colour may also affect consumers’ respond to a product and may even have an effect on their emotional state. In order for consumers to involve themselves with store brands more readily, packaging has to be updated constantly to keep packaging fresh and exciting. A shopping bag, transformed with graphic attributes into a designer shopping bag, can, just as good packaging often does, contribute to the art and science of selling a product or promoting a brand. Consumers prefer designer paper shopping bags with attractive appearances and showed a willingness to even pay for the paper bags. This study determined if consumers will actually purchase a designer paper shopping bag as opposed to just indicate a willingness to do so. Semistructured interviews with 100 subjects provived insight into consumers’ perception of the designer paper shopping bag sold at a store selling higher priced items. Designer paper shopping bags were offered to consumers for sale. Two retail stores in Bloemfontein, South Africa, participated in the study. Consumers could choose whether to buy a designer paper shopping bag or to make use of the plastic bags provided by each of the stores. Consumers prefered to rather purchase a designer paper shopping bag sold at a well-known store, selling branded, higher priced items than purchase one from a store that sells lower priced items of which the brand names are unknown to them. Consumers are more likely to pay for a designer paper shopping bag when the amount spent by them in store is relatively high. It is recommended to introduce new packaging items via marketing strategies such as “buy one get one free” and to not test a new packaging item during a recession as consumers then tend to spend less than usual. Interviewees agree that the colour scheme of the designer paper shopping bag used in the study associate well with the clothes and accessories sold in the store. Subjects suggested a few general ideas, but agree that the illustrations used on the paper shopping bag are appropriate. The majority of the interviewees state that they can read all the typography easily and that they will feel confident when carrying the designer paper shopping bag.