Abstract:

In this study aims to examine the effect of food packaging on consumers' food purchasing processes. For this purpose, consumer behaviors were analyzed on the basis of the color and visuals used in the material and design of food packaging. The research was conducted between 15.12.2021 and 5.01.2022 through face-to-face survey with 552 people of different ages, genders, education and income levels who shopped from the judicially selected markets in the shopping centers on the Anatolian side of Istanbul, which constitute the sample of the study. For the research, the necessary permission was obtained from the Ethics Committee of Istanbul Gedik University with the number of 13.12.2021/E-71457743-050.01.04-2021.137548.17-271. According to the statistical results, it has been determined that there is no significant difference between the age, gender, education and income status of the consumers of food packaging materials in the purchasing decision (p>0,05). While the relationship between the colors and visuals of food packaging and the income status of consumers in the purchasing decision is insignificant; the relationship between consumers' age and educational status was found to be significant (p<0,05). While the relationship between the gender of the consumers and the purchasing status according to the color of the packaging is insignificant, the relationship between the purchase according to the visuals of the packaging is significant (p>0,05). According to the results of the study, it is concluded that it is necessary to attach great importance to the design of food packaging, especially in the promotion of foods.