Investigating the Effects of Packaging Features and Perceived Brand Quality on Consumers' Willingness to Pay With the Moderating Role of Customer Type

The purpose of this study is to investigate the effect of packaging features and perceived brand quality on consumers' willingness to pay with the role of customer type moderator. The descriptive-correlation method was used to conduct this research. The statistical population of the present study included all consumers of honey and jam in chain stores in Tehran in an unlimited number and based on Cochran's formula, the required sample size of 384 people was determined. The questionnaire used to examine the research variables, contained 46 questions and its reliability was confirmed by the Cronbach's alpha coefficient. The content validity of the questionnaire was confirmed by a group of university professors and its construct validity was confirmed by confirmatory factor analysis. Parametric inferential statistical methods such as the Kolmogorov-Smirnov test were used to ensure the normality of the data, and structural equation modeling and path analysis using the Amos software were employed to test the hypotheses. The most important research findings showed that packaging features have a positive effect on consumers' willingness to pay and the perceived brand quality. The perceived brand quality has a positive effect on consumers' willingness to pay, and the customer type has a moderating role in the relationship between packaging characteristics and consumers' willingness to pay.