How Packaging Attributes Affect Purchase Decisions: An Exploratory Study of Modern Consumers
(2010)Department of Business Administration
- Abstract
- The aim of this study is to gain a deeper understanding of today’s consumers’ behavior, specifically how consumers perceive product packaging attributes, and whether those perceptions make a difference in their purchase decisions. To investigate the research area specified above, an exploratory experimental approach was taken, along with a qualitative research strategy. The study is based on Packaging Communication theory and Consumer Behavior theory. The empirical data was collected through eye-tracking experiments and in-depth, semi-structured interviews with eight respondents coming from the single household, student consumer group. It is essential for marketers to have a thorough understanding of their targeted consumer group in order... (More)
- The aim of this study is to gain a deeper understanding of today’s consumers’ behavior, specifically how consumers perceive product packaging attributes, and whether those perceptions make a difference in their purchase decisions. To investigate the research area specified above, an exploratory experimental approach was taken, along with a qualitative research strategy. The study is based on Packaging Communication theory and Consumer Behavior theory. The empirical data was collected through eye-tracking experiments and in-depth, semi-structured interviews with eight respondents coming from the single household, student consumer group. It is essential for marketers to have a thorough understanding of their targeted consumer group in order to create an effective communication message on the product package. Packaging attributes do have the potential to have a stronger impact on purchase decisions when they are connected to consumer values. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1620576
- author
- Housgard, Laura ; Pytlik, Anna and Tzvetkova, Petya
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer Behavior, Packaging Communication, FMCG, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1620576
- date added to LUP
- 2010-06-02 00:00:00
- date last changed
- 2012-04-02 18:10:02
@misc{1620576,
abstract = {{The aim of this study is to gain a deeper understanding of today’s consumers’ behavior, specifically how consumers perceive product packaging attributes, and whether those perceptions make a difference in their purchase decisions. To investigate the research area specified above, an exploratory experimental approach was taken, along with a qualitative research strategy. The study is based on Packaging Communication theory and Consumer Behavior theory. The empirical data was collected through eye-tracking experiments and in-depth, semi-structured interviews with eight respondents coming from the single household, student consumer group. It is essential for marketers to have a thorough understanding of their targeted consumer group in order to create an effective communication message on the product package. Packaging attributes do have the potential to have a stronger impact on purchase decisions when they are connected to consumer values.}},
author = {{Housgard, Laura and Pytlik, Anna and Tzvetkova, Petya}},
language = {{swe}},
note = {{Student Paper}},
title = {{How Packaging Attributes Affect Purchase Decisions: An Exploratory Study of Modern Consumers}},
year = {{2010}},
}