Package design can be considered as a part of the product and consumer knowledge variables. It not only increases the visibility of the product, but also helps in easy recognition of the product. Improvements in product packaging revitalize brands leading to increase in sales. Package designs effects consumer belief about the products and consumption beliefs leading to higher purchase intention. Tsai et al (2015) studied the effect of package design on purchase intention. The results of the study indicated that graphics on the package, colour and the information of the product are the key factors in purchase decision. Punyatoya (2014) examined the effect of package colours, instructions, material and typography on purchase intentions of dairy products. The results indicated that all elements of package design do not affect the purchase intentions. Appealing package design can trigger purchase intentions. Size shape and package material helps customers in evaluating the ease of use of the product or package convenience (Punyatoya, 2014). Researchers studied the impact of shape of the products packaging. Two experiments were conducted, in the first experiment on advertisement having product packages in golden ratio was shown and in second experiment physical product was shown and in both cases significant impact of shape of the product packages was found on both preferences and purchase intention. Lu et al.
The study of researchers that were reviewed therefore seems to indicate that that customer knowledge does not affect purchase intentions directly rather it has an effect on perception towards product (Lien et al., 2015). This is interesting as some of the aspects are perceived value and the final decision of purchase is based upon these perceptions (Kim & Ko, 2010). In the study, on the impact of package cues on the perception of premium quality of premium private label products, the results indicated that visuals on the package and the information provided on the package influence the quality judgment of coffee products. The indicators of higher quality of a product are the small package size, package attractiveness, soft packaging as well as the uniqueness of the package (Chi & Yang, 2009)