Perceived Value, Product Quality and Purchase Intention Evidence from Food-Packaging Innovation in Pakistan

This study examines how perceived quality, perceived value, perceived price and perceived economic situation relate to purchase intention for an innovative squeeze-bottle condiment format in Pakistan. A mixed-method design combined a consumer survey with qualitative focus-group evidence. The original survey contained 250 respondents; the SPSS analysis of the focal product uses 223 valid cases. Five-point Likert-scale measures were analyzed using Pearson correlation and multiple linear regression, while a 15-participant focus group was analyzed in NVivo. Perceived value and perceived quality showed the strongest positive correlations with purchase intention (r = .680 and r = .634), followed by perceived price (r = .558) and perceived economic situation (r = .368), all p < .001. The regression model was significant, F(4, 218) = 61.54, p < .001, and explained 53.0% of the variance in purchase intention (R² = .530; adjusted R² = .522). Perceived value had the largest standardized coefficient (β = .330), followed by perceived quality (β = .291), perceived price (β = .135) and perceived economic situation (β = .126). The findings indicate that functional value and quality perceptions are central to consumer response to packaging-led innovation.