Journal of value creating in Business Management

Designing a Conceptual Model for the Typology of Consumer Behavior in Response to Packaging Messages in the Iraqi Market

Articles in Press

Document Type : Original Article (Qualitative)

Authors

Hasan Abdulrzzaq Abbood 1
Hossein Rahimi Klour 2
Bahman Khodapanah 1

1 Department of business management, Faculty of social sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Associate Professor of Business Administration, Mohaghegh Ardabili University

10.22034/jvcbm.2026.578950.1728
Abstract
The effectiveness of packaging depends on its ability to appropriately address consumer needs, demands, and behavioral patterns. Accordingly, the present study was conducted with the aim of developing a typology of Iraqi consumer behavior in response to product packaging, using a grounded‑theory strategy and a qualitative research approach. The study population consisted of marketing professors and experienced experts from Iraq’s packaging industries. A total of 15 participants were selected through snowball sampling to take part in semi‑structured interviews.

Data analysis—conducted through open, axial, and selective coding within MAXQDA 2020—resulted in the identification of 83 behavioral types among consumers, which were organized into 30 axial codes and 8 selective codes. The selective codes included demographic characteristics, behavioral indicators, economic value assessment, customer sensitivity to social influence, environmental awareness, visual appeal, functional‑performance features, and informational content.

Findings indicated that, from the interviewees’ perspective, Iraqi consumers simultaneously emphasize affordable and economical packaging, while also being willing to pay a premium for high‑quality packaging—provided that such packaging does not harm the environment and aligns with eco‑friendly expectations.

Keywords

Typology
Iraqi Consumer Behavior
Product Packaging
Grounded‑Theory Strategy

Subjects

Journal of value creating in Business Management

Articles in Press, Accepted Manuscript
Available Online from 11 March 2027

  • Receive Date 16 January 2026
  • Revise Date 18 February 2026
  • Accept Date 06 May 2026

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