Author: Pinya Silayoi Publisher: ISBN: Category : Languages : en Pages :
Book Description
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged food products. This research utilized a focus group methodology to understand consumer behavior toward such products and how packaging elements can affect buying decisions. Visual package elements play a major role, representing the product for many consumers, especially in low involvement, and when they are rushed. Most focus group participants say they use label information, but they would like it if simplified. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding packaging elements as important marketing communications tools. Propositions for future research are proposed which will help in developing better understanding of consumer response to packaging elements.
Author: Adam Muhammad Amir Publisher: LAP Lambert Academic Publishing ISBN: 9783659660443 Category : Languages : en Pages : 100
Book Description
This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behavior. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, 2013). It is important for firms, marketers and packaging designers to know how packaging influences consumers' purchase decisions. In order to know the impact of packaging on consumers the study was carried out to find the relationship between packaging elements and consumer buying behavior. The packaging elements were further divided into visual elements and verbal elements. Visual elements included packaging color, packaging design, packaging material, packaging size and packaging graphics. Verbal elements included nutritional information, product information and country-of-origin.
Author: Nawaz Ahmad Publisher: ISBN: Category : Languages : en Pages : 0
Book Description
The study was conducted to determine which elements of product packaging are the most significant and how they impact consumer buying behavior. Due to increasing self-service and changing consumer lifestyles, the internet in packaging as a tool of sales promotion and stimulator of impulsive buying behavior is growing increasingly. So packaging performs an important role in marketing and encouraging or even sometimes discouraging the consumer from buying a product, especially at the point of sale or at the time when a consumer is choosing from among different brands of similar products type. This could be treated as one of the most important factor influencing a consumer's purchase decision. This study was conducted keeping in view the importance of product packaging and the great impact it can make on the purchase decision, after studying different aspects and components of packaging. It was found that the colors of packaging is the most important and significant feature at 1%, followed by a picture or image of the purchasing which is significant at 10%.
Author: Musfirah Mohamad Publisher: GRIN Verlag ISBN: 3668117616 Category : Business & Economics Languages : en Pages : 25
Book Description
Research Paper (postgraduate) from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: Distinction, , course: Higher National Diploma in Business (Marketing), language: English, abstract: Consumer decision making is very familiar in business matter especially in marketing scope. Every person in this world has the right to make decision when purchasing a product or goods. Consumer decision making can be identified as a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use. People will identify their needs and make decision making to purchase something. It determined by psychological and economic factors. Nowadays, communities are too busy with their daily routine such as working, studying and so on. Regarding these matters, communities will purchase something that gives convenient for them whenever they are in hurry. In order to overcome the barriers, so they usually purchase groceries especially canned foods to cook because it is less time consuming. Normally, attractive packaging of canned foods will be chosen. Attractive packaging can influence people to purchase the products. This research utilized a focus group methodology to understand consumer decision making toward canned foods and how packaging elements can affect buying decisions. Most impulse buying occurs because of product display, and attractive packaging plays an important role in product display. Packaging seems to be one of the most important factors in purchase decisions made at the point of sale. Previous studies have indicated that packaging is a marketing communication vehicle used to capture consumer attention. Other researcher also defined packaging as the enclosing of a physical object, typically a product that will be offered for sale. It is the process of preparing items of equipment for transportation and storage and which embraces preservation, identification and packaging of products.
Author: Christoph Breetz Publisher: diplom.de ISBN: 3954897326 Category : Business & Economics Languages : en Pages : 60
Book Description
This study addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also by retailer brands, especially to enable growth outside the value tier. This research uses a survey across grocery purchase decision makers in Germany to identify the relationship of packaging and willingness to pay across a sample of retailer brand Tier 1, Tier 2 and Tier 3 products as well as a branded product in four different grocery categories. The intent is to answer whether i) packaging currently justifies the premium price of retailer brand tier 1 products compared to other product tiers, ii) packaging justifies the tier 1 retailer brand price premium, and iii) demographics influence the willingness to pay a premium price.
Author: Rizwan Ahmed Publisher: ISBN: Category : Languages : en Pages : 10
Book Description
The objective of this study is to determine role of packaging and labeling on Pakistani consumer's Purchase decisions. The purpose of this research is to examine the essential factors, which are driving the success of a brand and how these factors motivate the consumers while he/she involves in purchase decisions for any particular brands of FMCGs goods. This research also identified the relationship between the dependent and independent variables who are main contributors in this whole purchase and motivation behavior. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 100 respondents has been collected and tested the reliability of the model. According to the finding of the research study, it has been observed that the packaging and Labeling are the most important factors. It is further concluded that the packaging elements like its Color, Packaging material, Design of Wrapper and innovation are more important factors while consumers making any buying decision. Finally it has also been concluded that the Packaging is one of the most important and powerful factor, which influences consumer's purchase decision.
Author: Christoph Breetz Publisher: GRIN Verlag ISBN: 3656570728 Category : Business & Economics Languages : en Pages : 82
Book Description
Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, Durham University (Durham University Business School), course: MBA, language: English, abstract: This dissertation addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also retailer brands, especially to enable growth outside the value tier. The role or packaging in the current literature is described as being a key influencer in the purchase decision making process, especially in-store. This research uses a survey across grocery purchase decision makers in Germany to identify the relationship of packaging and willingness to pay across a sample of retailer brand Tier 1, Tier 2 and Tier 3 products as well as a branded product in four different grocery categories (ham, cheese, jam and ice cream). Additionally five demographic factors such as e.g. age are collected. The intent is to answer whether i) packaging currently justifies the premium price of retailer brand tier 1 products compared to other product tiers, ii) packaging justifies the tier 1 retailer brand price premium, and iii) demographics influence the willingness to pay a premium price. Overall results indicate that the difference in packaging appeal can explain up to 35% of the willingness to pay for a retailer brand tier 1 product. However, results differ by grocery category and can’t be easily generalized to the entire food segment, driven by the difference in perceived risk by the consumer. With regards to packaging as sole justification for the price the consumer is willing to pay for the retailer brand tier 1 product the research has not shown any meaningful correlation. Whilst some demographics such as the shopper profile, especially what is defined a loyal shopper in this research, household size, net income or age show a high association with a higher willingness to pay, this yet again can’t be generalized across all categories. Only the loyal shopper profile was common across most categories for a general higher willingness to pay.
Author: Olaleke Ogunnaike Publisher: ISBN: Category : Languages : en Pages :
Book Description
This study was carried out to ascertain the “Impact of Packaging on Consumer Purchase Decision”. The objectives of the study are to investigate the role of product attractiveness in stimulating consumer interest in a product, to examine whether product differentiation influence consumer evaluation of the product, to determine the effect of labeling in creating consumer awareness of the product and to investigate how product design can facilitate consumer trial purchase. Samples were drawn from loyal customers of a particular multinational company in food and beverage industry in Nigeria. While Regression was used to test the four hypotheses for this study. The core findings from the result obtained revealed that labeling can create consumer awareness. Product cataloguing and tagging can draw the attention of consumers, it also revealed that consumers are attracted to buy the product because of its shape, color and design of the product.It was concluded that packaging plays a positive role in the consumer purchase decision. It was recommended that organizations should pay attention to the information used. It must also be more useful technically. Management should ensure that their product package is not also deceptive.
Author: Md Abdullah Publisher: ISBN: Category : Languages : en Pages : 5
Book Description
Packaging is a wrapping of product that holds the information regarding product and the manufacturer of a product. Package becomes an ultimate selling proposition stimulating impulsive buying behavior, increasing market share and reducing promotional costs. The objective of the study is to find influential factors of packing on consumer buying decision. The present study is to analysis the importance of packaging on consumer buying decision in Bangladesh perspective. There are total 150 respondents were selected based on the convenience as well as judgment sampling techniques for selecting the respondent. We used the correlation, regression equation and ANOVA for analyzing the data. Seven key factors were considered as independent variables and consumer buying decision as a dependent variable for the study. These factors have massive correlation to the consumer purchase decision. Color of packaging and front style of packaging has perfect positive correlation to the consumer buying decision. Nice background of packaging, handling and transport facility of packaging and available information on packaging has the high degree of positive correlation with the consumer buying decision. Attractiveness of packaging and printed information on packaging has the low degree of positive correlation with the consumer buying decision.
Author: Pinya Silayoi
Author: Adam Muhammad Amir
Author: Nawaz Ahmad
Author: Musfirah Mohamad
Author: Christoph Breetz
Author: Rizwan Ahmed
Author: Vickie Lynn VanHurley
Author: Christoph Breetz
Author: Olaleke Ogunnaike
Author: Md Abdullah