2. METHOD We plan to attain below mentioned objectives through our research. • Determination of the role of product packaging on Consumer Buying Behavior. • Determinationof the influence factors of packaging on the consumer buying behavior. • Finding what is the most important factor of packagingin terms of its influence on the consumer behavior. Data collection process: An online survey was conducted by providing the target with a set of questions to answer. The questions were about the various factors likebackground image in the packaging, packaging material used, packaging color, informational content on the product package, packaging font, how innovative is the packaging, association with a celebrity, packaging size and shape. This was to judge the impact of these factors (independent variables) on consumer buying behavior (dependent variable).Thus, our Data collection method isonline survey, using Google doc online survey Questionnaire. Why we are using this method and not some other collection instrument/method? There are a number of survey methods which can be used like: 1) Face-to-face Interview: - At home or work. - In public places. 2) Telephone survey. 3) Written questionnaire: - By mail - By e-mail. - Web Survey We chose online survey over all the others because of the following advantages of this survey methodology over the others mentioned above: 1) Faster: It has been seen that the time span required for the completion of an online survey project is generally two-thirds shorter than that of the traditional methods of researches. The fact that information gathering is automatic tells us that the response rate is almost instant. 2) Cheaper: Money can be saved on postage, part of the staff need n... ... middle of paper ... ...es were collected and information was first mapped into an excel sheet. The next step consisted of conversion of these excel sheet into a .sav file for the purpose of the data analysis by the useof SPSS tool. 5) Chronbach’s Alpha was calculated using Reliability Analysis (SPSS), for each set of Questions. 6) The Demographic data was analyzed as well, stating the trends in the Statistical Output file. 7) Logistic Regression (since we have taken a 5 point scale) was then performed, to find out the relationships among the various independent variables. These independent variables would be: • Background-image • Packaging Material • Packaging Color • Packaging font • Informational Content • Innovative Packaging • Association with a celebrity • Packaging size and shape. and to find the effect of these variables on the final dependent variable, which is, BUYING BEHAVIOUR
Have you ever thought how much research and effort a company has done to make their product appeal to you? A company will conduct surveys, record human responses to specific images, and adhere to government regulations not to mention all the different designs produced, just so that you will want to buy their product over their competitors. In Thomas Hine’s essay, What’s in a Package, Hine discusses the great length the response that a consumer should have when looking at a product’s packaging, the importance of manufactures’ marketing campaign, the importance of packages depending on the culture, then finally to why designs will change over time.
This first question is the easy question and i made my mind on what methods i should pick. I pick a convenience methods even despite the flaws of creating a bias in result of an incompleted conclusion and this convenience methods also it may not represent the views of others student. But the methods itself is very lazy but the way to get people to do the survey by being up in their face and surveying two hunderd out of five thousand student that come to the liberty, really
Two sampling methods include mail surveys and convenience sampling, a variation of a nonprobability sample. Mail surveys, inexpensive way to contact individuals over a large geographical area, provide anonymity to the respondent, and eliminate interview bias. Convenience sampling, a nonprobability sample, the only criteria is the convenience of the unit to the researcher, fast and uncomplicated, but the sampling error not determined.
According to researches packaging has progressed from containers provided by nature, to the more complexed use of materials and process providing a change to what is displayed on the grocery shelves today. Several factors contributed to the reason for packaging of which included, competition in the marketplace as well as shifting lifestyles, as the market of goods grew, consumers went from purchasing goods they needed to selecting a product based on the unique design and label to decorate their counter tops, making consumer choice a very large factor in packaging.
There were a variety of products examined throughout this research task. They all differed in quality, size and prices from each other. Multiple stores were visited to compare the characteristics of these goods. The data that was collected
Packaging can seriously impact your sales profits, by affecting your consumer's perceptions of your brand. How does this happen? For one thing, the purchase decisions made in-store are made unconsciously, for the most part. Yes, while traditional packaging methods are betting on your consumer's use of logic, rationality and reason, eye-tracking tests have indicated another reality. What is that reality? It's that your consumers are making their purchases based on emotion and instinct.
Packaging is an important aspect in marketing and transcends all products regardless of size, market and other aspects in marketing. While packaging in literal terms refers to the technology used in enclosing and protecting products during distribution, sales or storage, the meaning goes beyond this when dealing with products such as vehicles. Considering that buyers make purchase decisions on what they see, packing plays a significant role in such decisions. However, in motor vehicles, packing comes in a different perspective because unlike a smart phone, a car cannot be packed but is displayed in areas such as show rooms. This does not mean vehicles do not get ‘packaged’ because it comes in the form of attractive and functional features (Chuwiruch, Jhundra-Indra and Boonlua, 2015),
The right side of the survey is that it is cost effective as it does not have to spend lot of money in getting the survey done. Secondly is that is easy to administer and control. Thirdly is that surveys are very useful in describing the characteristic of a large population overall as there is no other research method that can have such a broad capacity provided. This would ensure that accurate sample is gather which is important for drawing the conclusion and make wise decision of what trainin...
[6] Newman, K. A. (2009) Packaging is critical to brand identity, Packaging. (pp. 30 – 34)
The questionnaire was self-completion questionnaire which sometimes is named self-administered questionnaire. It is to say that respondents completed the questionnaires by themselves (Bryman and Bell, 2003). The research conducted an online survey though a professional website called ‘survey monkey’. There is no doubt that it is a cheaper and easier way to collect information for researcher. In addition, it is convenient for respondents as well.
Marketers assert to develop branding and packaging strategies that signify the brand’s products in a way that establishes lasting impressions in consumers’ thoughts. Because brands distinguish the many product offerings in the marketplace, brands help consumers choose between product offerings. When branding and packaging strategies clearly illustrate worthy product expectations, and products remain true to branding messages, positive consumer perceptions ensue, and brand value is strengthened.
Focusing on surveys and questionnaires, and quantitative research methods, it varies on the person getting questioned as to which method they prefer. Some individuals may prefer to fill in a questionnaire, as it is quick and simple for them, whereas someone else would rather have a face-to-face interview because they may find questionnaires to complicated. Giving people the choice gives the more chance of getting a response overall. It is important that the researchers are aware of the advantages and disadvantages because they will then be aware of what method to use, and will know what method is best to use. It is also an advantage to work with experienced researchers in order to find out the best results.
Lack of response is the main disadvantage for mail surveys. The group survey is another low cost form, however the individual respondent is interviewed in a group. The disadvantage with group surveys are the logistics of marshaling the respondents to one location and the perception by respondents that grouping posses less anonymity. Electronic surveys are a relatively new addition in survey research and could very well become comparable to the telephone survey. Electronic surveys are advantageous for the low cost as well as ease in delivery. Because the delivery method is through internet, and the general population does not
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
Rohm, Kashyap, Brashear and Milne (2004) suggested that in order for a company to be successful, it must differentiate itself from competitors to appeal to customers in the online marketplace . To achieve this, the company will utilize its practice of personalizing its product packaging that it currently offers in-store customers. ABC will implement a customer e-mailing list to send sales advertisements, product promotions, and other special offerings to customers who