THE IMPACT OF FOOD PACKAGING CUES ON PERCEIVED PRODUCT QUALITY IN CONSUMER MARKET OF PAKISTAN - Thesis Abstract

Sep 20, 2026

Examining the quality perceptions of consumers, this study evaluates how food packaging cues influence perceived product quality in Pakistan’s consumer market. Using signalling theory, it tests whether brand name, price, nutritional label, precautionary label, and Halal logo positively affect perceived quality, while assessing the moderating role of consumer knowledge. Data from 504 consumers are analyzed with SPSS for descriptive statistics and Smart PLS for inferential analysis. Findings show extrinsic cues have positive, significant effects; country of origin has no effect, and consumer knowledge moderates only some relationships.

LanguageEnglish

CategoryHealthcare

FormatPDF

Pages84

Reading Time3 h 32 min

AccessFree to download

Abstract

Study design and theory

Variables and hypotheses

Data collection and analysis

Key findings

Recommendations

The copyright C of this thesis belongs to its rightful author and/or other copyrightowner.Copies can be accessed and downloaded for non-commercial or learningpurposes without any charge and permission.The thesis cannot be reproduced orquoted as a whole without the permission from its rightful owner.No alteration orchanges in format is allowed without permission from its rightful owner. # THE IMPACT OF FOOD PACKAGING CUES ON PERCEIVED PRODUCTQUALITY IN CONSUMER MARKET OF PAKISTAN By ANAM JAVEED DOCTOR OF PHILOSOPHYUNIVERSITY UTARAMALAYSIA (May,2018) # THE IMPACT OF FOOD PACKAGING CUES ON PERCEIVEDPRODUCT QUALITY IN CONSUMER MARKET OF PAKISTAN ANAM JAVEED A thesis submitted to School of Business Management,Universiti Utara Malaysia,in fulfilment of the requirement for thedegree of Doctor of Philosophy PERMISSION TO USE In presenting this thesis in fulfilment of the requirement for the degree of Doctor ofPhilosophy from Universiti Utara Malaysia(UUM),I agree that the University Librarymay make it freely available for inspection.I further agree that permission for copying ofthis thesis in any manner,in whole or in part,for scholarly purposes may be granted by mysupervisors or,in their absence,by the Dean of School of Business Management.It isunderstood that any copying or publication or use of this thesis or parts thereof for financialgain shall not be allowed without my written permission.It is also understood that duerecognition shall be given to me and to the Universiti Utara Malaysia for any scholarly useof any material from my thesis. Request for permission to copy or make other use of materials in this thesis,in whole or inpart should be addressed to: The Dean,School of Business ManagementUniversiti Utara Malaysia06010,UUM SintokKedab Darul Aman ## ABSTRACT Examining the quality perceptions of the consumers have often been recommended as aninternational research paradigm.This study is grounded in Pakistani consumer market toevaluate the impact of food packaging cues on perceived product quality.The moderatingeffect of consumer knowledge was also taken into consideration in the study.Signallingtheory was used in the study for its established predictive power in consumer behaviour,marketing and various fields of research.Based on the essence of signalling theory,thisstudy hypothesized that food packaging cues cast a positive impact on perceived productquality and consumer knowledge moderates these relationships.By using the sample of504 consumers,data were gathered using mall intercept method following multi stagessampling technique.The responses were analyzed using Statistical Package for SocialSciences(SPSS)and Smart Partial Least Square(PLS).The SPSS was used for descriptiveanalysis whereas Smart PLS was used for inferential analysis.The findings of the studyunveil that the extrinsic cues brand name,price,nutritional label,precautionary label andHalal logo were positively and significantly related to perceived product quality.However,country of origin casted no impact on perceived product quality.Consumer's knowledgereflected a moderate effect on the relationships of brand name and country of origin withperceived product quality whereas it exerted no moderation impact on the relationships ofprice,nutritional label,precautionary label and Halal logo with perceived product quality.As the results exhibit that Pakistani consumers rely on food packaging cues for perceivingabout the product hence it is recommended to the marketers and policy makers to developappropriate marketing strategies focused on the significance of food packaging cues. Keywords:Perceived Product Quality,Food Packaging Cues,Consumer's Knowledge,Signalling Theory. ## ABSTRAK Kajiantentang persepsi kualiti pengguna sering disyorkan sebagai paradigma penyelidikanantarabangsa.Kajian ini dilaksanakan berdasarkan pasaran pengguna di Pakistan untukmenilai impak penunjuk pembungkusan makanan terhadap kualiti produk yang dilihat.Kesan pe

FAQs

Which food packaging cues significantly influence perceived product quality in Pakistan?

Brand name, price, nutritional label, precautionary label, and Halal logo show positive and significant relationships with perceived product quality.

Does country of origin affect perceived product quality?

No. Country of origin shows no impact on perceived product quality in the study’s results.

How does consumer knowledge moderate the packaging cues–quality relationships?

Consumer knowledge has a moderate effect on the relationships involving brand name and country of origin, but it does not moderate the relationships for price, nutritional label, precautionary label, or Halal logo.

Sep 20, 2026

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