The Effect of Packaging Design on Purchasing Choices in the Packaged Rice Market: A Case of Wilmar Rice Tanzania in Morogoro Municipality

This study examines the influence of packaging on consumers’ purchasing decisions in the packed rice industry, taking Wilmar Rice Tanzania in Morogoro Municipality as a case. The study is based on the Theory of Planned Behaviour, which states that consumers’ attitudes, subjective norms, and perceived behavioral control influence their purchase intentions. A mixed method was utilized, consisting of structured questionnaires with consumers and semi-structured interviews with sales and marketing managers. Quantitative data were analyzed using descriptive analyses, and qualitative data were thematically analyzed to identify salient themes and information. Results indicate that package design has a significant impact on consumer liking and that visual attractiveness, professional appearance, distinctive characteristics, and transparency of information have a positive effect on the perception of quality, trust, and brand awareness. The study highlights the importance of packaging as a marketing tool to influence consumers' behavior and recommendable strategies for Wilmar Rice Tanzania to improve packaging design, build brand loyalty, and market competition.