The learning from these activities is that each area has different packaging preferences for the same product. The recommendations are that Simarki should move to the plastic box type packaging as it will be best for the Simarki brand.
Introduction
Motivation and the Significance of the Study
Motivation of the Study
Significance of the Study
Simarki will benefit from this study as there will be a clear indication of which form of packaging appeals most to consumers and which will positively affect product sales. The consumer of the product will also benefit from this study as their purchasing decision will be made simpler.
Focus of the Study
This research will in turn influence decisions made throughout the company to focus on packaging that both appeals to the consumer's eye and is practical.
Problem Statement
As Simarki is trying to enter an established golf machine market with a product that is not new to the world and does not offer any features that make the product significantly different from other machines; Simarki should use all available marketing tools to gain market share. Each of these ten aspects plays an important role and must be present in order for packaging to be effective.
Objectives
The combination of information, color and graphics, to create an emotional need for the product. The packaging presents the product in a way that distinguishes it from similar products.
Limitations of this Study
We will also look at a sample group of respondents who are familiar with golf products to investigate which of the two options will be rated the highest, indicating which type of packaging would best promote the Simarki golf shirts.
Summary
Introduction
Overview 7
The value that all aspects of packaging contribute to the success of the product and should not be underestimated by the company, [(Twedt (1968), Bone and Cory (2000) and Kotler, Armstrong, Brown, Stewart and Chandler, ( 1998)] Product packaging design must bring together several elements to ensure that the full potential benefit of customer interaction is realized.
Visible
Presentation of the Product Attracts Potential Customer’s Attention to
Topoyan and Bulut (2008) assert that products that are first in the customer's mind, in terms of value, are a factor of great importance. Nancarow, Wright and Brace (1998) argue that packaging design and composition draws attention to the product and provides information to the potential customer.
The Colours of the Packaging and Benefits
Mysterious, luxurious, sophisticated and dangerous, dignity power and aggression are all associated with black (Grimes and Doole, 1998). Blue can be identified with cold, ice and infinity as well as calm reflection” (Moriarty, 1991) “Blue is also perceived as heavy, reliable, high quality and expensive.
Informative
The Benefits of Information Communicated on the Packaging
Further research by Underwood, Klein and Burke, (2001) finds that on-pack images increase brand awareness, but that this favors lesser-known brands and works less well for well-known brands. The placement of the graphics on the packaging creates different levels of influence in the mind of the consumer according to Deng and Kahn, (2009). The artwork, branding and their arrangement will influence a customer's decision to buy the product, also the brand and/or company value is affected by the visual impact of the package.
Information on Packaging Needs to be Easy to Read
When information is displayed graphically with a combination of selected typography, this information, according to Moriarty, (1991), creates a specific image of the product in the mind of the customer. The use of images on packaging is a method that enables effective communication of information about the product, creating images of the product in the minds of potential customers [Meyers, 2005 and Nilsson and Ostrom, 2005].
The Brand is Evident and Recognisable
This will ensure that the customer will be able to make a quick and accurate decision. The best packaging is the one that the customer is able to absorb the information quickly and accurately so that the customer can quickly come to the purchase decision.
Emotionally Appealing
The Combination of Colour and Graphics, Create an Emotional Need for
It is important for packaging to present a product to the customer that appeals to their emotions by creating a sense of benefit. The image presented by the packaging could attract the customer, creating expectations about the product.
Workable
Packaging Provides a Differentiating Factor Between Similar Products
A well-designed product image will create a memorable experience with the product, which according to Sioutis (2011) is positive. The way the packaging presents the product to the consumer will affect the success of the product.
The size and Shape of the Packaging
Buying a product is done nine times out of ten on impulse, and for this reason the image and display of the product packaging is crucial according to Nancarow, Wright and Brace, (1998). Presentation of the product by the packaging is an important aspect that must be clearly understood by the manufacturer to give the product the ideal opportunity for that product and thus the company to succeed.
Packaging Creates Additional Value for the Product when Compared to
Summary
From the literature reviewed it is clearly clear that good packaging contributes to sales and thus profits and that good packaging must contain all the above ten aspects.
Introduction
Aim and Objectives of the Study
This goal is to determine which of the two packaging options provides the best information to potential customers. This goal is to determine which of the two packaging options is the most emotionally appealing to potential customers. To investigate this, respondents were asked the following questions to gauge their perception of packaging.
This objective is to determine which of the packaging options the respondent finds most useful.
Participation and Location of the Study
By comparing Figures 4.7 and 4.9, the information shows that the plastic box performs better than the header card and the hanging bag. The scores of the Plastic Box outperform those of the Hanger Bag and Header Card. The conclusion for this aspect of the packaging is that the Hanger Bag and Header Card perform better than the Plastic Box.
The result is that the plastic box packaging clearly outperforms the hanger bag and header card.
Research Design and Methodologies
Description and Purpose
Twenty statements were presented to each respondent: ten regarding the Hanger Bag packaging and ten identical statements regarding the Plastic Box packaging. Respondents were shown a sample of each package and asked to complete the questionnaire. The purpose behind this method was to get a direct comparison between each respondent's packages.
Construction of the Instrument
Recruitment of Study Participants
Pretesting and Validation
27 | Page The pre-test was conducted at the Emberton training ground and eight respondents were selected upon entering the facility, each respondent was asked to complete a questionnaire under supervision. Each respondent was followed up to see if the questionnaire presented any problems. Table 3.1 shows the scorecard for the respondents, which shows that all respondents found a problem with question 11.
The pre-test results indicated that, apart from the printing error, there were no problems with the questionnaire.
Administration of the Questionnaire
Data Collection Strategy 28
Analysis of the Data
Summary
Introduction
Description of Data Conversion 31
Presentation of Respondents Break Down
The Presentation of Response Data
Data Presented by Females and Males
Figures 4.7 and 4.9 show the comparative result of each aspect by gender. There are subtle differences in aspect 4 (information is quick and easy to read), where female respondents found the Head Card and Hanger Bag outperformed the plastic box, while male respondents perceived very little difference. In aspect 6 (colors and graphics create an emotional need for the product) male respondents found less benefit for the Plastic Box compared to female respondents.
38 | P a g e data is presented as summary aspects by objective, this shows that the plastic box is perceived to have better performance than the head card and the hanger bag.
Data Presented by Age Group
Informative” indicates that the plastic case is perceived to have better performance than the head card and pendant bag. In Figure 4.16, the plastic box outperforms the header card and the hanging bag on all targets. In Figure 4.17, the 46 to 60 age group, the data shows that this segment of respondents perceives the Plastic Box to outperform the Header Card and Hanger Bag.
This graph shows that the Plastic Box outperforms the header card and the hanging bag in all objectives.
Presentation of Data by Skill
The respondents for this skill level indicate that the plastic box clearly outperforms the head card and pendant bag. From figure 4.26, the data shows that this segment of the respondents, skill level 13 to 18 find that in 6 out of 10 aspects the plastic box packaging performed better than the Head Card and Hanger Bag. In figure 4.27, the data summarized in objectives shows that for skill level 13 to 18 the respondent realized that the Head Card and Pendant Bag clearly outperformed the Plastic Box.
The trend line formed is similar to that of figure 4.5, except for the Plastic Box in aspect 4 (information is quick and easy to read) which is considered a higher score.
Summary
Introduction
Data in Total
Break Down in Respondents or Sample Population
The skill level data shows that the sample group with a skill level of 25+ represents 45.54% of the potential customer base. In Figure 5.1, the data from the largest section of each of the groups has been combined to create a major trend line for the group. Comparing the difference between Figure 5.1 and 5.3 in Figure 5.2, it is clear that aspects 1,2,3,7 and 10 are perceived as greater value by the key groups compared to the total data.
Aspects 4, (information is quick and easy to read) 5, (packaging creates a perception of benefit) 6 (colors and graphics create an emotional need for the product) and 9 (size and shape of the packaging are practical) are perceived as a negative aspect of the key groups compared to all the data collected.
Research into Each Aspect
This aspect also generated a 4.12 average response from the respondents for the Plastic Box which is a voice response. This aspect also generated a 4.09 average response from the respondents for the Plastic Box which is an Agree response. This aspect also generates a 4.34 average response from the respondents for the Plastic Box which is an Agree response.
This aspect also generates an average response of 4.25 from respondents for the Plastic Box, which is an Agree response.
Summary
59 | P a g e From the response of the respondents it is clear that the perception of the respondents is that on average the Plastic Box packaging allows a premium of 30%.
Conclusions and Recommendations
- Introduction
- Key Results
- Packaging the Product in a Manner that will Draw Attention
- The Colours of the Packaging Draw Attention to the Product
- The Information on the Packaging Supports a Product Purchase
- The Ease at Which Information Can be Taken In
- The Manner in Which Packaging Presents this Product Creates a
- The Combination of Information, Colours and Graphics Create an
- This Packaging Presents These Tees in a Manner That Will Provide a
- The Simarki Brand is Clearly Evident and Recognisable as the Product
- The Size and Shape of the Packaging is Convenient in the Mind of the
- Recommendations
- Suggestions for Future Research
- Summary
- Concluding RemarkS
In the conducted survey, 28 percent of respondents put a plastic box before a bag for a hanger and a card for a head. Literature research shows that a plastic box is better than a header card and a hanger bag. This is the biggest gap between the plastic box packaging and the hanger bag and header card.
As research has highlighted, the plastic box packaging is perceived as superior to Hanger Bag and Header Card.
Informed Consent and Questionnaire 79
Gatekeeper’s Letter 84
Ethical Clearance 85
Turnitin Summary 86
