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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:30330
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。
1.1) What is consumer behaviour?
The phrase “consumer behaviour “refers to the feelings and thoughts people experience, and the actions they take while engaging in the consumption process” (Peter and Olson 1999). Consumer behaviour also includes the things in the environment (product appearance, price information, advertisements, packaging, consumer comments, shelf positioning, etc.) that can impact the feelings and actions of the consumer.
In addition, consumer behaviour includes a process of exchange between buyers and sellers: people exchange money to obtain products or services.
Moreover, consumer behaviour involves the study of what influences the feelings and actions of people while shopping.
1.2) Main factors that lead to customer satisfaction
1.2.1 Price fairness
Recent research efforts have isolated several factors that influence consumers' price unfairness perceptions as well as potential consequences of these perceptions (Bolton et al. , 2003; Campbell, 1999; Xia et al. , 2004). Previous research has proved the distinction between distributive fairness and procedural fairness.
Another concept of price fairness perceptions, the principle of dual entitlement, suggests that one party should not benefit by causing a loss to another party. When a firm uses the high consumer demand to its own advantage by increasing prices, consumers will feel being misused and in this way understand the prices as unfair. For example, a study showed that “82 percent of the respondents judged a price increase for snow shovels the morning after a snowstorm to be unfair, while only 21 percent of respondents viewed an increase in grocery prices following an increase in wholesale prices as being unfair” ( Kahneman et al. , 1986). While the dual entitlement principle arise from buyers' reactions toward sellers' obvious exploitation based on supply and demand changes, it is possible that consumers may create perceptions of unfairness based on their own demand situations even without explicit exploitation actions from the seller. For example, when buyers feel that they have to buy a product and must accept whatever the price is, they could be concerned that potentially they could be exploited by the seller regardless even if the seller doesn't actually performs such actions.
1.2.2 Relationship of fairness perceptions to satisfaction
Recent research in marketing and psychology has shown that satisfaction is positively correlated with fairness perceptions (Bowman and Narayandas, 2001; Huffman and Cain, 2001; Kim and Mauborgne, 1996; Ordiñez et al. , 2000; Smith et al. , 1999). , Oliver and Swan (1989a, b) found that customers' fairness perceptions depended on a supplier's commitment and the quality of the goods and services comparing to the price paid.
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