More Than a Carton: Oat milk packaging elements and their effect on customer perception and buying intentions
(2022) IBUH19 20221Department of Business Administration
- Abstract
- After a brief introduction to the current general milk industry, the emergence of oat milk is presented, as well as shifting trends in milk consumption. This study aims to analyze oat milk precisely. The analysis is done in terms of packaging. Therefore, oat milk packaging and all the packaging elements were analyzed.
After a literature review of Consumer Perception, Consumer Motivation, Consumer Decision-Making Process, The Multifunction of Packaging, Role of Packaging on Consumer Purchasing Intentions, Packaging Elements, Sustainable Design Packaging & Consumer Perception, this study relates it to oat milk. Next, the methodology used is presented. The study focused on five key questions: the main purchasing motives for customers when... (More) - After a brief introduction to the current general milk industry, the emergence of oat milk is presented, as well as shifting trends in milk consumption. This study aims to analyze oat milk precisely. The analysis is done in terms of packaging. Therefore, oat milk packaging and all the packaging elements were analyzed.
After a literature review of Consumer Perception, Consumer Motivation, Consumer Decision-Making Process, The Multifunction of Packaging, Role of Packaging on Consumer Purchasing Intentions, Packaging Elements, Sustainable Design Packaging & Consumer Perception, this study relates it to oat milk. Next, the methodology used is presented. The study focused on five key questions: the main purchasing motives for customers when purchasing a new product, to what degree packaging design affects customers' purchasing decisions, how influential are the various elements of oat milk packaging in affecting consumer perception, the shape in which consumers perceive the various elements of oat milk packaging and, finally, how packaging affects the consumers' perception of a sustainable product. In order to answer such questions, interviews were conducted with higher education students in Sweden. Evidence that packaging has a great influence on the perception of a product when it is purchased for the first time can be found in the research results. It was also possible to observe differences in the responses that this study conducted through semi-structured interviews. The interviews were analyzed qualitatively and the approach used was abductive. This article also discusses implications of the observed results. For instance, it was observed that packaging contributes to the sustainability signaling process. The color of the packaging was also another element that was recurrently associated with certain characteristics. Other factors such as packaging design and graphics were also crucial in the consumer's perception of the product. Bearing this in mind, the main implications generated by the study focus precisely on the alignment that companies should make in their respective packaging to better deliver their product to the consumer. Finally, as part of the research results, the limitations that the study had are presented, also suggesting indications for future studies that want to delve into the topic. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9090839
- author
- Zhang, Qianyi LU ; Enders, Nathan Paul LU and Alves Nunes, Joao Paulo LU
- supervisor
- organization
- course
- IBUH19 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Packaging, Oat Milk, Customer Perception, Sustainability, Buying Intentions
- language
- English
- id
- 9090839
- date added to LUP
- 2022-08-01 12:55:32
- date last changed
- 2022-08-01 12:55:32
@misc{9090839,
abstract = {{After a brief introduction to the current general milk industry, the emergence of oat milk is presented, as well as shifting trends in milk consumption. This study aims to analyze oat milk precisely. The analysis is done in terms of packaging. Therefore, oat milk packaging and all the packaging elements were analyzed.
After a literature review of Consumer Perception, Consumer Motivation, Consumer Decision-Making Process, The Multifunction of Packaging, Role of Packaging on Consumer Purchasing Intentions, Packaging Elements, Sustainable Design Packaging & Consumer Perception, this study relates it to oat milk. Next, the methodology used is presented. The study focused on five key questions: the main purchasing motives for customers when purchasing a new product, to what degree packaging design affects customers' purchasing decisions, how influential are the various elements of oat milk packaging in affecting consumer perception, the shape in which consumers perceive the various elements of oat milk packaging and, finally, how packaging affects the consumers' perception of a sustainable product. In order to answer such questions, interviews were conducted with higher education students in Sweden. Evidence that packaging has a great influence on the perception of a product when it is purchased for the first time can be found in the research results. It was also possible to observe differences in the responses that this study conducted through semi-structured interviews. The interviews were analyzed qualitatively and the approach used was abductive. This article also discusses implications of the observed results. For instance, it was observed that packaging contributes to the sustainability signaling process. The color of the packaging was also another element that was recurrently associated with certain characteristics. Other factors such as packaging design and graphics were also crucial in the consumer's perception of the product. Bearing this in mind, the main implications generated by the study focus precisely on the alignment that companies should make in their respective packaging to better deliver their product to the consumer. Finally, as part of the research results, the limitations that the study had are presented, also suggesting indications for future studies that want to delve into the topic.}},
author = {{Zhang, Qianyi and Enders, Nathan Paul and Alves Nunes, Joao Paulo}},
language = {{eng}},
note = {{Student Paper}},
title = {{More Than a Carton: Oat milk packaging elements and their effect on customer perception and buying intentions}},
year = {{2022}},
}