The thesis reports on research into the role of packaging and its impact on the consumer when purchasing a selected beverage. The perceived role of packaging in marketing is explained, followed by a discussion of the motivation for the study.
Motivation for the study
Focus of the study
From the consumer perspective, packaging plays a major role when purchasing products - as both an indication and a source of information. Packaging is of crucial importance as it is the first thing the consumer sees before making the final decision to buy (Giovannetti, 1995).
Problem statement
Although the main use of packaging can be considered to be to protect the goods inside, packaging also plays a key role by providing consumers with a recognizable logo or packaging so that they immediately know what goods are inside.
Objectives
Research questions
Possible limitations of the study
Research methodology
Value of the study
Summary
Introduction
Conceptual framework
The main brand elements he referred to are brand names, URLs, logos, symbols, characters, spokespeople, slogans, sounds, packages and signage. Keller (2003: p. 175) concludes that brand elements can be chosen to increase brand awareness; facilitate the formation of strong favorable and unique brand associations or foster positive brand judgments and feelings.
Theoretical framework
He defined the elements of the brand as "those accessories that can be marked commercially and serve to identify and distinguish the brand". In order to achieve the marketing objective of the brand and to satisfy the consumer's wishes, the aesthetic and functional components of the packaging must be correctly selected” (Keller, 2003: p. 210).
The impact of packaging in consumers buying a particular beverage
A study reported on Wright (2010) claimed that the food and beverage industry accounts for more than half of the world's packaging market, ahead of sectors such as cosmetics, pharmaceuticals and healthcare/medicine. They said that the packaging is considered part of the product and it can be difficult for consumers to separate the two.
The characteristics of packaging that helps in developing a brand loyalty
For example, the color green communicates an almost universal understanding of a brand's concern for the environment; images of nature have a similar effect. He claimed that the connection between the color green and images of nature with concern for the environment seems simple.
Role of packaging in influencing brand preference
Keller (2003: p. 212) points out that information conveyed or derived from a package can build or reinforce valuable brand associations. According to Keller (2003: p. 212), structural packaging innovations can create a point of difference that enables a higher margin.
Consumers’ perception of packaging and package design when choosing their beverage
Nevertheless, once the shopper's attention has been captured, the overall features of the package can highlight the uniqueness and originality of the product (Silayoi & Speece, 2007). A study by Yeung and Wyer (2004) found that when products were described by verbal attribute information alone, participants' evaluations of the product depended on whether they were told to use affective or utilitarian criteria. However, when they were shown a picture of the product before receiving the verbal attribute information, they formed an initial impression of the product based on the picture alone.
However, providing a picture of the product can significantly increase their ratings of it, but the picture's impact on visualizers' ratings of it depends in part on whether the verbal and pictorial information can be integrated into a single picture. Wang and Chen (2007) wrote that in addition to paying attention to product quality and ease of use, consumers enjoy product package design when purchasing goods. Based on the results of the previous research, they concluded that having illustrations in the package design is one of the factors that influence purchase emotions.
Innovation in packaging
They suggested that using illustration in packaging design can draw more attention to the product. Similarly, this leads consumers to a positive purchase emotion and leads them to purchase that attractive product (Holbrook and Moore's study found that consumers form perceptions of various food products through their understanding of visual stimuli on food packaging that attract their attention. We will find that higher the container contains more than a shorter container of the same volume (Gersen et al., 2005).
If the tallest item in their product line is estimated to be larger than the shorter one, with fewer units of it purchased as a consequence, managers should be aware of this so that they can control it (by increasing the visibility of product volume information on the packaging label, or change the shape of their cans to make them closer to the height of their bottles) or take advantage of it (by producing more cans than bottles) (Gersen, et al., research on the effect of package shape on the consumer showed that across four studies using a multi-method approach, their findings show that: i) elongated containers are perceived to contain more evenly in the context of frequently purchased products where packaging labels mention the actual volume of the container, (ii) the more experience of use a consumer has, the smaller the effect of package extension on volume perception and purchase quantity, (iii) in the context of purchasing multiple units, a smaller quantity of units is purchased if the package is longer and which keeps the actual volume, price, promotion and desired consumption level constant, (iv) these effects are strongest when the consumption context is a single occasion without the presence of social norms that provide external anchors for purchase quantity, and (v) these effects are strongest when the desired consumption level is constant. His findings were that the packaging that surrounds the product has become at least as important, if not more so in some cases, than the product itself, and it continues to be an integral part that contributes to the overall appeal of the product and becomes an essential ingredient . in the emotional process of brand building. If possible, packaging research should simulate both the purchase and use experience, allowing people to interact and feel the package's functionality, shelf visibility and impact on brand image (Jugger, 1999).
Summary
Also, packaging research should, as far as possible, consider the actual relationships and usage behavior within that category (Sinclair and Knowles, 2006).
Introduction
Aim and objectives of the study
Research design
Questionnaire design and administration
- Step 1: Specifying the data required
- Step 2: Specifying the survey method
- Step 3: Developing measurement scales
- Step 4: Reliability and validity test
- Step 5: Preparing draft questionnaire
- Step 6: Testing, revising and distributing the questionnaire
- Step 7: Questionnaire administration
Questionnaires (primary data) enable the researcher to more easily identify and describe the opinion of the respondents. The choice of the form of the answer for measurement is closely related to the design of the questionnaire. The supervisor agreed with the final form of the questionnaire before it was sent for ethical review.
To design a good questionnaire, principles have been applied to the content, wording and structure of the questions. As mentioned in section 3.3.4, the validity and reliability of the questionnaire was assessed in the test phase. Revision took place based on the feedback from the respondents, for example, some questions were changed into statements and vice versa.
Sampling strategy
The distribution of the questionnaires was carried out via the Internet (e-mail) designed on Questionpro; this form of distribution was chosen due to limited time available and its ease of distribution. Finally, an introduction with the identity of the researcher, the nature and importance of the research and principles to ensure anonymity. The most appropriate sampling method for this research was quota sampling, a form of non-probability sampling.
This type of sampling is considered the most appropriate for this research for two main reasons. First, it allows the researcher to specify relevant control characteristics and second, it determines the distribution of these characteristics in the target population. Due to the limited time for this research, the sample size of this study was 100.
Data analysis strategy
Judgment is then used to select the topics or units from each segment based on a specified ratio. Demographics, such as age and gender, can be more easily explored through quota sampling (Sekaran and Bougie, 2010). Participants had the choice to participate in the study and were asked to read and accept the consent letter before starting the study.
Summary
CHAPTER FOUR
Presentation of Results and Analyses
Introduction
Data preparation
Descriptive statistics
- Demographics
- The impact of packaging in consumers buying a particular beverage
- The characteristics of packaging that help in developing a brand loyalty
- Role of packaging in influencing brand (beverage) preference
- Consumers’ perception of packaging and package design when choosing their beverage
- Innovation in beverage packaging
- Reliability Test
Designers often refer to the “shelf impact” of a package – the visual effect the package has at the time of purchase, when viewed in the context of other packages in the category (Keller, 2003: p. 214). The majority of respondents (n=65) indicate that they like the color of their beverage packaging. From the results shown in Table 4.6 it can be concluded that a beverage packaging with an attractive or beautiful background will attract the consumer's attention.
The design of the packaging itself is important, as indicated by over 50% of respondents. The survey results indicate that the majority of participants are inspired by the package design when making their purchases. The results here confirm the above theory as the majority (n = 60) of the respondents believed that the beverages offered by leading brands are always better.
Eighty-one of the respondents believe that innovation is important in beverage packaging; this is consistent with the literature. The profile shows the demographic factors and the beverage packaging buying behavior of the sample size.
CHAPTER FIVE
Discussion, Conclusion and Recommendations
- Introduction
- Discussion
- The impact of packaging in consumers buying a particular beverage
- Role of packaging in influencing brand (beverage) preference
- Consumers’ perception of packaging and package design when choosing their beverage
- Innovation in beverage packaging
- Conclusions
- Recommendations and areas of future research
- Summary
Packaging plays an important role in attracting the attention of consumers at the point of purchase. It could be argued that "the package may be the only communication between the product and the final consumer in the store" (Gonzalez et al., 2007: p. 63). As a result, the role of packaging in marketing communication is also increasing: it must attract the attention of the consumer and convey the appropriate value of the product to the consumer in a short time at the point of sale itself.
Analyzing consumers' decision-making process, they distinguish between non-verbal elements of package (colour, shape, size, images, graphics, material and smell) and verbal elements of package (product name, brand, manufacturer, country, information, special offers, instructions for use). Package therefore plays an important role in marketing communication and can be considered as one of the most important factors influencing consumers' purchase decision. Often the packaging is considered part of the product and it can be difficult for consumers to separate the two.
APPENDICES
Ethical Clearance
