Never Seen, Never Heard, Never Sold: A Study on the Influence of Product Packaging on Brand Image and Purchase Decision
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Never seen, never heard, never sold. In today’s marketplace consumers are confronted with an overwhelmingly wide choice of products. What encourages a consumer to choose Den Gamle Fabrik’s orange marmalade over Bob’s Squeezy orange marmalade, or Schwarzkopf Gliss’ hair repair shampoo over that of Dove? Brands need to find a way to break through the visual clutter of a retail store shelf in order to persuade consumers to reach for their product. Product packaging has been long recognized as an important marketing communication tool. This study examines the influence of product packaging on brand image as well as purchase decision.In order to gain a deeper understanding of the role of product packaging in the brand communication and purchase decision process, a qualitative research was pursued. A multiple cases study with two focus groups was conducted and evidence gathered to explore the topic. Our findings suggest that packaging plays a major role in attracting and communicating to the consumers at the point of purchase. Color and shape are the two packaging elements that have been found to be highly noticeable and crucial in delivering brand meaning to the consumers. The findings further suggest that product packaging may also influence consumers’ perception of the brand as it continues to communicate to the consumers in their homes. However, further research is needed in order to examine this phenomenon.
Place, publisher, year, edition, pages
2014. , 110 p.
Social Behaviour Law, Product Packaging, Brand Image, Purchase Decision, Communication, Symbolism, Brand Meaning, Marketing
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-57181Local ID: ddd975e3-995a-4b7e-8dc8-fad8701cc351OAI: oai:DiVA.org:ltu-57181DiVA: diva2:1030568
Subject / course
Student thesis, at least 15 credits
Business Administration, bachelor's level
Validerat; 20140701 (global_studentproject_submitter)2016-10-042016-10-04Bibliographically approved