Download or read book The influence of packaging colour on expected and perceived product attributes of low involvement products Colour as a silent salesman written by Jessica Novi and published by GRIN Verlag. This book was released on 2022-04-25 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1, Vienna University of Economics and Business (Marketing and Consumer Research), language: English, abstract: Colour is everywhere. But how much influence does it have on consumers when evaluating product attributes of everyday low-involvement products? To add to the already large number of insights achieved through research a randomized mixed factorial experiment was conducted looking at the products milk and shower gel (within-subject factor) in two different packaging colours each which were manipulated between subjects (milk: dark blue vs. light blue; shower gel: orange vs. green). Marketing is like a never-ending competition of trying to somehow stand out from an enormous number of products. Hardly ever is this more obvious than when looking at a supermarket or drugstore shelf where products are placed one after another. And the big question here is why customers decide to buy exactly one brand when there are nearly uncountable others that do not show a clear point of differentiation that would make that choice comprehensible? Therefore, understanding one’s customers can be a big competitive advantage, but this is easier said than done.

Download or read book The Influence of Packaging Color on Consumer Purchase Intent written by Vickie Lynn VanHurley and published by . This book was released on 2007 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Impact of the Color Red on the Marketing of Consumer Goods written by Julia Bölke and published by GRIN Verlag. This book was released on 2007-10-31 with total page 63 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Applied Sciences Wernigerode, language: English, abstract: This thesis aims at examining the impact of red on the marketing of consumer goods. It explains the way color vision is created in the human brain and emphasizes the relevance it has for individuals to help orientate in everyday surroundings. The thesis focuses on the color red as it causes strong body reactions such as the increase of blood pressure, eyelid move-ment and breathing frequency as well as the production of adrenaline. Furthermore, people’s different associations with red, e.g. blood, fire, love, hate, life and death are examined. The major part discusses the suitability of using red in the different sections of the marketing mix (Product, Price, Place and Promotion). Practical exam-ples back up literature findings and show that red can be a very helpful tool, for example, to attract customers’ attention for a shopping window or adver-tisement. Following, marketers need to consider that influencing factors such as gender, age, social status, cultural background or product-involvement affect the successful use of red. The case study of Xerox Inc. shows the applicability and popularity of red as a corporate color. At the same time, it reveals limitations to the color choice as the red logo does not differentiate Xerox from its competitors’ logos. Besides summarizing the different ideas of this thesis, the last chapter high-lights that, even though a lot of research has been done, marketers need to decide for each case specifically whether or not to use red in their marketing strategy.

Download or read book The Silent Salesman written by David Rayner Judd and published by . This book was released on 1988 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Influence of Color on Consumer Judgments of Key Product Attributes written by Samam Zehra and published by . This book was released on 2021 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation consists of three essays exploring the influence of color on consumer judgments of key product attributes. Essay 1 extends the understanding of the perceived size and weight estimations of consumer products as influenced by the interaction of color saturation level of a chromatic color design element/label (foreground) and an achromatic background color (gray or black; product body color). Essay 2 explores the effect of a child model’s clothing color and color saturation level, on consumers’ perceptions and evaluations of the child model, and on resulting propensity to donate to charity appeals using the child model. Lastly, Essay 3 studies the effect of perception of time scarcity of consumers on their perceptions and evaluations of hedonic and utilitarian products and resulting purchase intentions and willingness to pay.

Download or read book Consumer Response to Sustainable Packaging Design written by and published by . This book was released on 2019 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: The design of more sustainable packaging is an important step towards reducing packaging’s environmental impacts. Packaging however is also the ‘silent salesman’ that provides many cues which consumers may use to make inferences about the packaged product’s expected benefits. Successful sustainable packaging should not only be environment-friendlier, but should also be an attractive option for consumers. The overall aim of this thesis is to examine how functional and aesthetical aspects of sustainable packaging design affect consumer purchase-related behaviors through inference-making processes. Chapter 1 provides the background of the thesis and describes the overarching theoretical framework. Chapter 2 presents an initial empirical test of consumer cue perception and inference-making processes by using a methodology of idiosyncratic attribute elicitation to analyse consumer response to a series of tomato soup packaging designs. The findings show that (packaging) sustainability is a highly salient association (second to convenience-related perceptions), but is only moderately important for consumer attitudes. Moreover, packaging sustainability cues inform further inference-making regarding a variety of consumer benefits such as product sustainability, price, healthiness, quality and (expected) taste. Results also show a large gap between consumer perception of packaging sustainability and experts’ life-cycle analysis outcomes. Chapter 3 examines how packaging can be actively redesigned to be more sustainable. It considers the extent to which three different sustainable redesign strategies (based on circular economy design literature) affect consumer purchase intentions, moral satisfaction, willingness-to-pay and benefit inferences. The results showed that consumers tend to prefer circular over linear strategies, and biologically circular over technically circular ones. Additionally, applying combinations of such redesign strategies leads to diminished increases in perceived sustainability, and consumers derive little additional moral satisfaction from more intensively redesigned packaging. Chapter 4 focusses on the influence of packaging sustainability in conjunction with product contents sustainability and different firm sustainability (advertisement) claims. Findings showed that consumers are more likely to infer deceptive firm intentions when firms provide environmental claims for packaged products that are only partially sustainable. For such products, consumers make both positive and negative inferences such that they positively value the improved environmental impacts, yet at the same time negatively value the deceitful actions of the firm. The usage of advertisement puffery has both pros and cons such that it strengthens both the positives and negatives. Furthermore, drawing from centrality theories, the results also suggest that consumers tend to be more critical when only a peripheral attribute (packaging) is made sustainable versus when only a central attribute (product contents) is sustainable. Chapter 5 examines the mental associations between sustainability low strength/high gentleness benefits. The chapter investigates how overtly sustainable (vs. conventional) laundry detergent packaging affects consumer choices, depending on consumers’ intended laundry usage (strength vs. gentleness emphasis). Results show that the sustainable option is disadvantaged in consumer choices when consumers seek strength, and is preferred when they seek gentleness benefits. The perceived strength deficiency can (partially) be overcome by providing aesthetical masculinity signals through packaging design, and packaging that contains both sustainability and masculinity design cues is perceived relatively favourable in terms of perceived strength, gentleness and environment-friendliness. Lastly, Chapter 6 summarizes the main findings and discusses theoretical and practical implications. Overall, this thesis shows that (functional and aesthetical) sustainable packaging design does not merely change consumers’ (potentially inaccurate) view of that packaging’s environmental qualities, but causes consumers to make a range of inferences which affect packaged product choice. Successful sustainable packaging design should seek to reinforce those consumer inferences with positive effects and/or inhibit inferences with potential negative effects to ensure an overall attractive packaged product proposition.

Download or read book The influences of packaging design and colour on consumers product perceptions and buying decisions written by Elif Pekmezci and published by . This book was released on 2008 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Effect of Package Color on Product Attribute written by Christie Gustafson and published by . This book was released on 2007 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Silent Salesman written by James Pilditch and published by . This book was released on 1973-01-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Packaging Design as Communicator of Product Attributes written by Iris van Ooijen and published by . This book was released on 2016 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This dissertation will focus on two types of attribute inferences that result from packaging design cues. First, the effects of product packaging design on quality related inferences are investigated. Second, the effects of product packaging design on healthiness related inferences are examined (See Figure 1.4 for a dissertation overview). Whereas effects of marketing communications on product quality related inferences have been studied extensively, very little research has addressed the question how subtle packaging design cues influence product quality perception. Possibly, packaging design cues affect general product quality perception and related attributes, such as price expectations and willingness to pay. Effects of packaging design on quality related attributes are addressed in Chapters 2 and 4. Also, as over 60 per cent of adults in Western countries are considered as being overweight (WHO, 2015), demand for healthier food has increased. Communication of healthiness related product attributes has typically been studied in the context of nutrition information, labels and product claims. Until now, no studies have addressed the role of product packaging in the communication of food healthiness to consumers. Packaging design could be a helpful aid in communicating product healthiness, which would facilitate healthier consumption. These effects will be addressed in Chapters 3 and 4."--Author's abstract.

Download or read book Systems Documentation Techniques of Persuasion in Large Organisations written by Frank Whitehouse and published by Random House Business. This book was released on 1973 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Processual State of Confusion written by Jane Choi and published by . This book was released on 2018 with total page 417 pages. Available in PDF, EPUB and Kindle. Book excerpt: Trademark litigations alleging identity infringements by global brands have attracted significant media attention, highlighting the need for empirical investigation into the concept of consumer confusion around brand identity. Given the importance of colour to brand and packaging decisions, and the significant revenue spent by global competitors on branding and brand protection, it is surprising that the impact of colour on consumer confusion is not yet fully understood. Colour is often the most visually salient aspect of a product, and thus packaging colours are an invaluable cue for consumers in their product and brand identification processes—particularly with respect to product choice decisions in the fast-moving consumer goods (FMCG) category. This research investigated the effect of consumer confusion in the context of FMCG packaging colours. The objectives of this research were to: (1) explore the nature of consumer confusion in the context of brand choice, (2) understand the cognitive and emotional effects of confusion on consumers, (3) assess the effects of varying degrees of discriminability in packaging colour on consumer confusion,and (4) establish the role of brand familiarity in the relationship between colour and consumer confusion. Nine research hypotheses were proposed and tested to achieve these four objectives. A new definition of confusion is proposed in this research. Confusion is defined as a cognitive state, characterised by a discomforting uncertainty triggered by the perceived mismatch or contradiction between a stimulus and pre-existing schema. This definition overcomes the limitation of extant research that conceptualises consumer confusion only as an outcome, i.e. an incorrect attribution.This research theorises that a consumer processual state of confusion (CP-SoC) arises when multiple brands in the same product category use similar packaging colours, but that the outcomes of CP-SoC are moderated by brand familiarity. Three experimental studies were conducted to investigate the influence of brand familiarity on the relationship between packaging colour similarity and consumer confusion within the FMCG context. The first study explored the effect of the three main colour attributes (hue,saturation, and lightness) of secondary colours (purple, orange, and green) on choice response time. Different degrees of discriminability in terms of hue,saturation, and lightness were found across the colours. The second study involved the development of the CP-SoC scale. This scale, measuring perceptions of confusion, correlated well with an accepted behavioural measure of confusion(response time). This demonstrates convergent validity and indicated that the new scale was an appropriate proxy for confusion. The final study investigated the influence of colour similarity and brand familiarity on confusion (operationalised using the CP-SoC scale) in a 3 (colour:identical, similar, different) ́ 2 (brand: familiar, unfamiliar) ́ 2 (product category: milk chocolate, energy drinks) full factorial repeated-measures design. An interaction effect was found for similar (but not identical or different) colours across familiar and unfamiliar brands and the two product categories. In the milk chocolate category, similarly-coloured packages of a familiar brand produced higher levels of confusion than an unfamiliar brand. However, in the energy drink category, there was a reversal of this effect.These findings indicate that: (1) as expected, similar colours are inherently more confusing than different colours in a brand identification task, and (2) brand familiarity differentially moderates the effect of colour similarity on confusion across product categories. Specifically, the effect of colour similarity on consumer confusion is more pronounced in an FMCG category that is relatively ‘newer’ (energy drinks) than a more established FMCG category that has been in the market for more than a century (milk chocolate). This suggests that the effects of stimulus similarity on consumer confusion are more complex than previously thought and warrant continued in-depth investigation.

Download or read book Can You See the Message written by W. Beelen and published by . This book was released on 2013 with total page 53 pages. Available in PDF, EPUB and Kindle. Book excerpt: Choosing a package communication strategy for food product lines that does not fit consumer’s expectations, can result in a financial disaster for companies. Though, the influence of visibility of package attributes, i.e. package communication, on product evaluation and product line evaluation is very little researched. Current literature on package communication was suitable to determine package attributes that are expected to be important in influencing consumer’s product evaluation and product line evaluation: informational attributes and visual attributes. The informational attributes that are chosen to research are content identification (for instance a picture of oranges representing orange juice) andcommon brand name, visual attribute that is chosen is package colour. Factors that may influence product and product line evaluation are determined based on brand extension research and package communication research: factors concerning the brand, concerning the consumer, concerning the company, concerning competing products and concerning atmospherics. Brand familiarity (a factor concerning the brand) is chosen to research. The aim of this research is to identify how different ways of communicating the common brand name and content identification on packages and package colour, affect consumers' product evaluation and product line evaluation and how moderator brand familiarity affects consumer’s product evaluation and product line evaluation. Product category chosen is packaged food products. No significant results are found with respect to expected effects. Unexpected effects of brand familiarity indicate high importance of the common brand name for consumer’s product line evaluation. Identification of the different products of the product line and identification of the product line are more easy for consumers if the consumers know the brand presented on the package than if consumers are not familiar with the brand. Companies are advised to invest in familiarity of their brand based on these effects found. A brand familiarity and common brand name and content identification is found. If consumers are familiar with the brand name, consumers can identify the product line more easily. If brand familiarity is low, respondents can identify the product line more easily if the common brand name is focused on. No expected effects are found as stated above. It may be possible that other product attributes that are determined in the literature review do influence product and product line evaluation, for instance description of product content (informational attribute), positive brand information (informational attribute) and graphic forms (visual attribute). Further research must be conducted to find out whether and in what way those attributes influence package communication. In addition, factors influencing product and product line evaluation, such as competing products, should be researched too. Further research is advised to conduct with the Virtual Supermarket. Whether respondents know which attributes and/or factors are manipulated must be tested too when conducting further research. Maybe the product line was too small to get significant effects. Testing how many products a product line must consist of in product and product line research is advised and when executing research on product and product line evaluation, it is advised to use different sizes of product lines. Searching for the most suitable visualisation of the message on a package has been started and this thesis can guide future research which way to go.

Download or read book Handbook of Visual Communication written by Kenneth L. Smith and published by Routledge. This book was released on 2004-12-13 with total page 625 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook of Visual Communication explores the key theoretical areas in visual communication, and presents the research methods utilized in exploring how people see and how visual communication occurs. With chapters contributed by many of the best-known and respected scholars in visual communication, this volume brings together significant and influential work in the visual communication discipline. The theory chapters included here define the twelve major theories in visual communication scholarship: aesthetics, perception, representation, visual rhetoric, cognition, semiotics, reception theory, narrative, media aesthetics, ethics, visual literacy, and cultural studies. Each of these theory chapters is followed by exemplar studies in the area, demonstrating the various methods used in visual communication research as well as the research approaches applicable for specific media types. The Handbook serves as an invaluable reference for visual communication theory as well as a useful resource book of research methods in the discipline. It defines the current state of theory and research in visual communication, and serves as a foundation for future scholarship and study. As such, it is required reading for scholars, researchers, and advanced students in visual communication, and it will be influential in other disciplines in which the visual component is key, including advertising, persuasion, and media studies. The volume will also be useful to practitioners seeking to understand the visual aspects of their media and the visual processes used by their audiences.

Download or read book Dissertation Abstracts International written by and published by . This book was released on 2008 with total page 732 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Brand Packaging written by Julien Behaeghel and published by . This book was released on 1991 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: Argues that packaging is not only a means of protecting, transporting and storing a product but also a means of communication in the sales mechanism of modern goods. The implications of the choice of packaging materials and external psycho-sociological factors are explored.

Download or read book Sensory Nudges written by Han-Seok Seo and published by MDPI. This book was released on 2021-09-09 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cake products with highly acceptable flavor and mouthfeel are not always successful in the marketplace. Sales of identical cake products sold in two different bakery shops often differ. Patrons’ choices of specific cake items differ depending on menu designs at restaurants. Such examples suggest that consumer behavior related to eating, preparing, or purchasing foods and beverages is typically complex, dynamic, and sensitive to environmental cues surrounding them. The nine original research articles and two systematic review articles addressed in this book provide recent informative and insightful findings on how sensory cues related to eating/drinking environmental contexts can serve as “sensory nudges” that induce healthy eating and drinking along with consumer satisfaction.