(1) THEORY AND HYPOTHESIS
Packaging is the science, art, and technology of enclosing or protecting products for distribution, storage, sale, and use. However, lately, it is being considered to be more than just a medium of protection and storage and is believed to have a substantial influence on consumer choice behavior and product experience. Thus, a significant number of investments have been and are being made by marketers on this front.
Despite this, there is a little academic literature studying these interactions and no clear theory of exactly how packaging impacts consumers’ attitudes and actions. Here, we attempt to answer a few related questions like:
Do various differences in packaging style result in different reactions in consumers?
Does the packaging style influence once willingness to buy a product/service?
Does packaging impact consumer’s brand choice?
LITERATURE REVIEW
According to a study conducted by Rita Kuvykaite, AistėDovaliene, Laura Navickiene, product packaging performs most important role in buyer purchase decisions. There exists no agreement on classification of package elements as well as research methods of package impact on consumer’s purchase decision. The research paper used systematic and comparative analysis of scientific literature along with quantitative analysis.
Above research model was developed to reveal impact of visual and verbal package elements on consumer’s cognitive orientation.
There were 2 elements of package considered in the study.
1) Visual elements included graphic, color, size, form and material.
2) Verbal elements included Information about the product, information about the producer, information about the country of origin of the product and brand.
Ex...
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3) The impact of package elements on consumers purchase decisions should be evaluated depending on the consumer’s involvement level, time pressure or individual characteristics of consumers.
Hypotheses:
H1 – There is relation between Background Image and consumer buying behavior
H2 – There is association Packaging Material and consumer buying behavior
H3 – There is an association between Packaging Color and consumer buying behavior
H4 – There is an association between Packaging font and consumer buying behavior
H5 - There is a relation between Informational Content and consumer buying behavior.
H6 - There is a relation between Innovative Packaging and consumer buying behavior.
H7 - There is a relation between Association with a Celebrity and consumer buying behavior.
H8 - There is a relation between Packaging Size and shape and consumer buying behavior.
Protective packaging is sold to organizational customers through select distributor networks via personal selling. Sales commissions for AirCap are set at 2%. Often, manufacturers must have a regional presence to be successfu...
The packaging and colour play a major role in driving human psychology to get into buying a new product. Certain aesthetic factors over weigh the sports spirit especially when it is related to food items and consumables. After all the surveys conducted it was established that people prefer taste over colour and
We have to know the methods that the marketers use to attract us, and also the factors that make us very confident when buying a specific food product .The article by kim severson “Be It Ever So Homespun, There’s Nothing Like Spin,” Discusses the food packaging issues which I believe are strong ways in misleading people. At the begging of this article, Severson writes about her experience with food and our confusing attraction to the products by their packaging. The part when Severson writes “Something made me uneasy when I dropped a box of organic koala crisp cereal in my shopping cart.” When we think about it, why was it
Any retailer will tell you that today's customer is most certainly a savvy shopper. Manufacturers of consumer merchandises are under progressively more pressure to make their merchandises more attractive to shoppers, lest they lose their business to one of the several competitors in the market. Consequently, several businesses are relying on packaging revolutions to make their merchandises more tempting. One such category of packaging that is having a substantial impact on the retail industry is stand up pouches. Stand up pouches are normally made of high-quality plastic, aluminum or a blend of the two laminated together. They are obtainable in a number of shapes and sizes and are totally customizable to your prerequisites.
In today’s highly competitive market, where rivalry and competition have reached cut throat levels, every organization is not only competing in sales but are also engaged in a marketing battle, where they have to develop innovative ideas to market their products. A company’s success rate will be determined, greatly, by how effective its marketing campaign is and how ell is it perceived by its target audience (Ettinger, 2013). So the reason for the selection of this topic was to identify if celebrity endorsements have the power to impact purchasing patterns and the mindsets of the consumers in terms to their buying preferences. Since it affects marketers and corporate entities, it can help to provide possible solutions to many research questions
A systematic review and propositions for future research,” The Marketing Review, vol. When celebrities recommend a brand, it creates a positive attitude towards the product. Thus, it influences the customer’s attitude towards the brand or product [C. A. Russell and B. B. Stern, “Consumers, characters, and product: A balanced model of sitcom product placement effects,” Journal of Advertising, vol. 78, no. 1, pp. 113-117, 2010.
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
The goal for this project was to prove how products becomes more popular when celebrities are endorsing the brand, and how people are more prone to buy products when their favorite celebrity endorses it. However, before driving into our studies, we must
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.
Shoppers have a belief in the match between the public image of the show business star and the products being endorsed by them. Purchase behavior of consumers can be impacted easily thorough match up congruence strategy in case of low involvement products so celebrities should be carefully screened at the time of hiring. (Sudhakar & Malik,
The product is packaged in a tube with a cardboard box for physical protection. According to Lamb et al (2016), one of the major functions of packaging is to protect the product from damage during delivery (p. 130). The cardboard packaging can be recycled which can reduce the pollution to the environment. Furthermore, the product information will be on the package, such as the brand name, logo, integrity, instruction and barcode number.
The importance attached to packaging cannot be underscored by anybody. Companies use packaging as a marketing strategy and marketing is branded with frequent cases of unethical practices. Customers are always very cautious when dealing with marketers. It is because of this reason that over the time ethical packaging has been evolving and attracting attention from different government authorities for regulation. Nevertheless, businesses that are committed and have cultivated a deep culture of good ethical packaging practices continue to enjoy the benefits of ethical packaging.
The term ‘Product’ can be defined as something that is offered to a market for use or consumption that meet the demands of the consumer’s needs. Products include more than just tangible items such as mobile phones, televisions, cars or clothing. Products can be defined as services, events or places. So for example, a Volkswagen Golf is a product as is your appointment with a dentist or doctor. In ‘Marketing: An Introduction by Kotler and Armstrong, they say that a product has 3 levels the core benefit, the actual product and the augmented product.
Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved with the purchase and when there are significant differences between brands. This behaviour can be associated with the purchase of a something significant in value and meaning to consumer which could be risky (Tanner 2012). High involvement purchase could be deduced from both emotional and rational perspective. Evidently, there are various dimensions and avenues to high involvement purchase and thus this essay to focus on that.This essay will analyse the behaviour of a consumer who is an international Chinese student who is involved in a high involvement purchase of Chinese New Year gifts. Meanwhile, the influences of purchase situation, decision making process, internal & external influences on the student’s selection between different brands of lanolin cream will also be further analyzed in this essay.
Consumers have expectations In terms of a good quality product that should be availed at a reasonable price. Consumers don’t only want the business to be socially responsible towards them in this manner of reasonable prices but way beyond this. They should meet the needs of consumers in ways of convenience and appearance. But business should also consider other aspects like environmental impact when packaging is disposed.