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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:30352
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。
Focus groups were used for this study in order to gain in-depth insights into consumer shopping behaviours for packaged soft drinks products. Qualitative approaches allow the researcher to gain a better initial understanding of issues. Focus group interviews are a very good process for gathering hypotheses and interpreting consumer thinking. Focus group methodologies help at gaining in-depth knowledge about certain topic areas.
Two focus groups of six housewives and six students were conducted.
Focus groups may not be fully representative of target populations, but it was important to ensure that the results could illustrate possible variation and provide some level of generalisation. We have selected two groups for this study. One group concentrated on 30-42 year old housewives with children, and one on 16-25 year old student. The study aimed to get the participants who are responsible for soft drinks shopping. In most countries, women are still have the responsibility for household shopping and are the main decision makers for frequently purchased packaged soft drinks products. Furthermore, students are considered as the largest group of soft drinks buyers in the world, and in the UK.
The discussions were guided by a moderator whose role was to develop the exploration of the topics. In the interviews, it was our responsibility to get people to feel comfortable with expressing honest and open answers.. The interviews were recorded and the questions were guided by a list of topics which acted as the framework for discussion.
1.1 Findings
Both sets of participants identified packaging elements as the main factors in their assessment and decisions on soft drinks purchases. The packaging elements identified most often were graphics and colour, shape and size, and product information. These were seen as very important by most participants. We now examine these elements and the impact of involvement level and time pressure in more detail.
1.1.1 Impact of involvement level
Participants defined involvement level based on perceptions of product importance. Usually, the most familiar product would potentially be bought by many consumers. The focus groups also noted that a product from a well-known company would be more reliable.
Ø “I buy from big names especially for soft drinks, because I have found them reliable.”
Ø “The brand usually seen in advert will be bought as I am familiar with it.”
Ø “When there is choice, I rely on the most familiar brand or something from a big company.”
Participants also believed that product quality comes with product appearance. Quality judgments are largely influenced by product characteristics present in the packaging. If the package represents high quality, consumers assume that the product is of high quality. Participants said:
Ø “I choose a soft drink by considering the appearance of the package reflecting premium quality.”
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