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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:30354
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。
Ø Same colours on the package made me confused every time I was in a rush
Ø I was disappointed on buying wrong products because of those similar packages.
Thus, visual elements influence choice of the soft drink. When consumers think about more careful evaluation of alternatives, the colours frequently represent the product to them:
Ø I usually use the colours on the pack to compare and differentiate among the brands
Participants usually tended to first notice many products by the package colour, which often reminded them about familiar known brands. When looking for a particular product on the shelf, packages with the colour would attract their attention better than others.
Ø When I was in rush, nice pictures and bright colour on the pack make it look to be more noticeable than others
Ø Under limited time, a beautiful package was usually chosen when I could not see my usually bought one.
1.1.4 Conclusion
In general, the focus group helped us in proving that the visual elements of the package influence choice of the product to a great extent, and colour are frequently the major influence.
Clearly, packaging is an important marketing tool for soft drinks products. Consumer evaluation of packaging elements change and marketers need to understand the importance of the various attributes to best communicate through the package. Time pressure changes how consumers scann products at the point of sale, partly by reducing ability to give attention to informational elements. The lesson to take into consideration is that marketers must communicate effectively through the package.
2) Questionnaires
Students Respondents from six countries evaluated ten colours. Each respondent first rated the colours on scales designed to capture the meanings associated with colour. Next, they rated each of the ten colours with respect to how much they liked each one.
2.1Sample
The sample consisted of undergraduate students from countries in East Asia, Europe, Africa, and South America. The countries studied and the sample size for each were Uzbekistan, Colombia, Senegal, Morocco, India and Pakistan . Countries were selected to represent various regions of the world and thus cultural environments.
2.2Measurement
The colours selected were based on the colours most often cited in previous colour research and included black, blue, brown, gold, green, orange, purple, red, white, and yellow. Respondents rated each colour on a scale of 1 to 10 according to which one they liked the most.
The second section of the questionnaire was to know, which colours work well with each other, which combinations blend and which stand out in terms of soft drinks packaging.
2 .3Results
2.3.1) Colour Liking
There were no statistically significant differences with respect to the liking of black, green, red, and white across countries. Preferences for blue, br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。