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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:30351
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。
The participants are mainly LSC students.
These participants were selected randomly and they all represented a different country.
3) The composition of the thesis
The focus group aimed at understanding the role of packaging as well as the role of packaging's colour to the audience.
The questionnaire on the other hand was aimed at understanding which colours affect us the most. It was also a chance to prove that colour's likings differ within cultures.
The focus group was made in simple and quick. The questionnaire was created using the Likert method with a five-point response scale.
Likert Scale is a rating scale that requires the participant to give a mark between 1 and 5 to rate his/her agreement or disagreement with their liking
In this questionnaire, the employees were given 10 options:
1. RED
2. YELLOW
3. BLUE
4. GREEN
5. WHITE
6. GOLD
7. ORANGE
8. BROWN
9. BLACK
10. PURPLE
The questionnaire was split in two parts: the first part was mainly to rate each colour whereas the second part concentrated on knowing which colour go best together in packaging.
The questionnaires were given to the students of LSC and they have been selected according to their nationality so as to get closer to the goal of proving that the likings of colours differ between countries
4) Limitations of the researcher
However exciting and interesting was the time doing the research, the researcher has encountered some restrictions to gather the relevant data related to the survey.
For instance, it has been very difficult to successfully find primary data in this limited period of time and also it was quite challenging to convince students to spare some time from their tasks in order to fill in the research questionnaire.
Another problem faced was to convince the employees that the research was important to gather s. It was really challenging to manage some of them in order get honest answers for the research.
The focus group were a lot more straight forward, however yet again in some instances, getting people to agree on sparing some time was a little bit difficult.
Chapter 5: Findings and Analysis:
1) Focus Group Interview:
Generally, qualitative methods are best suited to developing deeper understanding, so our discussion is based on focus groups interviews which examined these issues in-depth with typical consumers. The focus groups sessions had two main objectives. They are:
(1) To examine the consumer experience with purchasing packaged soft drinks products;
(2) To understand consumer views on how colour packaging plays a role in their purchase decisions.
The focus groups were conducted in London, United Kingdom and thus, the views represent consumer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。