Visual aesthetics, perceived quality and purchase intention: a multi-group analysis of perfume consumers in Oman

Purpose This study aims to assess the impact of visual aesthetics, i.e. packaging design (PD), typography (TYP) and packaging material (PM) on purchase intentions (PI). The study also proposes and empirically tests the mediating role of perceived product quality (PQ). The study also covers the comparative investigation of Omani and non-Omani samples. Design/methodology/approach We used quantitative data collected through a field survey using structured questionnaires, adapting survey items from earlier studies. In total, 347 respondents from Oman took part in the survey. We used the partial least squares structural equation modelling to analyse data. Findings The findings of the study reveal that PD and TYP significantly influence PI of customers for the overall sample, while PM does not influence the PI. In the second step, the Omani and non-Omani samples were interdependently tested for their results. The results revealed that, for the Omani sample, PD and TYP significantly predicted the PI. On the other hand, for non-Omani samples, all three predictors have significant influence on the PI. The indirect analysis (via PQ) revealed that the mediation for all the paths was significant across samples. Practical implications The marketers can use these findings to determine the aesthetics of their packaging. The findings also show that the packaging can be customized for the Omani and non-Omani customers. The marketers can, therefore, decide the packaging based on their customer's type. Originality/value This study identifies and fills the gaps related to aesthetics of packaging and their influence on customer PI. This study is also unique, as it carries out a comparative study of Omani and non-Omani samples, which is rarely studied in literature.