Packaging and design of consumer goods: a comparative study between Turkey and Jordan

The purpose of this study of packaging design is to examine the preferences of Turkish and Jordanian consumers living in the capital cities of both countries. A field survey was carried out to measure consumers' preferences, mostly for consumer goods, for colour or colour combinations of packages, and package sizes. The colour and size preferences show differences based on different cultures and economic conditions both in Turkey and Jordan. The study also investigates the influence of purchase frequency on package sizes. The conclusions will be beneficial to those who are planning and developing suitable marketing strategies for multinational companies.