Package designs that enhance firm performance in the Japanese food industry

Food industry researchers have pointed out that product packaging has a major influence on consumer decision-making. Some cases have been reported that significant impacts on sales were caused solely by changes in packaging. The present study includes an empirical analysis of the relationship between package design and firm performance in the Japanese food industry, using data on design rights. It became clear through the multiple regression analysis that the number of design rights related to packaging is significantly linked to high operating profits and operating profit ratios. It was also revealed that these values decrease when the number of design rights possessed by a firm exceeds a certain number, indicating that an inverted U-shaped relationship exists between design rights and firm performance.