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How Packaging Attributes Affect Purchase Decisions: An Exploratory Study of Modern Consumers

Housgard, Laura; Pytlik, Anna and Tzvetkova, Petya (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)
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author
Housgard, Laura; Pytlik, Anna and Tzvetkova, Petya
supervisor
organization
year
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},
  keyword      = {Consumer Behavior,Packaging Communication,FMCG,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {How Packaging Attributes Affect Purchase Decisions: An Exploratory Study of Modern Consumers},
  year         = {2010},
}