Tailoring the Consumer Connection: The Role of Personalized Packaging and Gender in Influencing FMCG Purchase Intentions Across Product Categories

Abstract

Inspired by the increased use of personalized packaging as a marketing tool within the fast-moving consumer goods (FMCG) market, this thesis examines the impact of personalized packaging communication on consumer purchase intention. Through this exploration, we delve into the interaction between personalized packaging, gender, product category (hedonic vs utilitarian), and perceived hedonic value, thereby offering a comprehensive understanding of how these factors interact to influence buying decisions in the market. Hence, the study aims to answer the following research question: "How does the presence or absence of personalized packaging, combined with gender (male vs female) and product category (hedonic vs utilitarian), interact with perceived hedonic value to influence consumer purchase intention in the FMCG market?" Further, the literature review sets the foundation for the research's hypothesis, methodology and analysis. Based on previous findings, we propose that personalized packaging will increase consumers' purchase intention, and the perceived hedonic value of the product will mediate the relationship. Further, we suggest that product categories can be delved into a bidimensional division; utilitarian and hedonic products, where the product categories operate as a moderator. Additionally, gender is hypothesized to moderate the relation, where females are more positively affected by the concept. Lastly, we believe that there is a moderated mediation effect between the variables.

Furthermore, to answer the hypotheses, we conducted a regression analysis and a moderator-, mediation-, and moderated mediation analysis using the PROCESS macro, respectively, model 1, 4 and 8, v.4.2 (Hayes, 2022) for SPSS. Our findings discovered an isolated impact of personalized packaging on the intention to purchase, along with a mediating effect of perceived hedonic value. It also revealed a genderbased effect, indicating that females react more favorably to personalized packaging. However, contrary to our expectations, the type of product (utilitarian vs hedonic) did not influence any relationships. Further, we discuss the findings, the limitations of the research, along with opportunities within the field.