A review on visual criteria of pure milk packaging for parents and their children (case study: Tehran, Iran)

Purpose – The purpose of this paper is to compare and find the significance of aesthetic standards related to the packaging design of pure milk among two groups of parents and children in order to help the designers and marketers to identify these two groups of consumers well. Design/methodology/approach – The results of questionnaire were used to get the required data. The selected samples were divided into two groups of 110 parents and children aged between seven and 14 years old who responded to the questions. The subjects were compared and evaluated within the convenience stores in the cosmopolitan city of Tehran based on four independent variables as the influential factors in packaging attractiveness. Data were analyzed through the statistical analysis software using the Independent t-test analysis. Findings – The results of analysis showed that all the variables vary significantly among these two groups. Besides, the importance and priority of variables were determined for each group based on the mean score of each variable. Originality/value – According to the results of this study, it could be concluded that the selection criteria and packaging attractiveness varies among children and parents, and the aesthetic factors of packaging could be used with different priorities for these two groups. And also at the end of research some practical recommendations are presented in order of importance based on parents’ preferences.