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论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2014-08-14编辑:felicia点击率:30345
论文字数:15150论文编号:org201408140855573358语种:英语 English地区:中国价格:免费论文
关键词:市场营销包装设计消费者行为颜色选择consumer behaviourcolourpackaging
摘要:本文是一篇市场营销留学论文。产品要想获得市场成功,第一眼引起消费者注意的就是包装设计,特别是包装的颜色选择,包装专业人员熟知消费者的心理需求,才能使这些产品更容易引其消费者的注意。本文简要分析产品包装中色彩选择的重要性。
5.1The growth of health concerns and healthy living
Armed with increased awareness about the role diet plays in their overall health, their performance in work and sports and the way they feel, a large proportion of consumers have become increasingly uneasy with many aspects of modern lifestyle and diet.
This translates into increased concern about managing their health by more closely controlling their diet and balancing the intake of different nutrients, ranging from vitamins and minerals to fat and sugar.
5.2The growing demand for convenience
Consumer lifestyles are becoming more fluid and less predictable, with a wider range of distribution channels becoming available and with traditional consumption occasion structures being eroded.
Understanding consumers' product choices is not enough, manufacturers also need to know when and where the consumers are likely to purchase and consume their products.
6) Forecasts 2008-
Chapter 4: Research Methodology
What is Marketing Research?
Johnson (1994 cited in White 2003, p21) defined research as “a focused and systematic enquiry that goes beyond generally available knowledge to acquire specialized and detailed information, providing a basis for analysis and elucidatory comment on the topic of enquiry”. Any type of researches, including both marketing and academic research, contains the basic characteristics of a research activity.
Cooper and Schindler (2006, p4) have argued that marketing research “is a systematic inquiry that provides information to guide marketing decisions”.
1) The Marketing Research Plan
The research process is the route map of any type of research. Aaker et al (2004, pp 43-5) have argued that by and large any research activity or study contains seven steps, as follows:
(1) Agree on the research process. This means that the research purpose is established in advance. In terms of practical marketing research, the problems or opportunities facing the industry would have to be considered. Furthermore, all of the decision alternatives will need to be identified, too. With respect to an academic type of research such as a dissertation, the researcher would need to be aware of their own strengths and weaknesses when carrying out the fieldwork. They would need also to pay careful attention to the realities of society, which in some cases might inspire some good ideas at the implementation stage.
(2) Establish research objectives. At this stage, the marketing management problem is translated into research questions. The scope of the study should also be decided. In an academic type of research, the aims and objectives would now be listed.
(3) Estimate the value of information. This stage involves the researcher in reviewin本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。