Reseach Proposal-Consumer Behaviour to Change in Packaging Design of Fmcg
CONSUMER BEHAVIOUR TO CHANGE IN PACKAGING DESIGN OF FMCG PRODUCTS.
Introduction
Design is increasingly used by firms as a strategy to create a substantial competitive advantage. Good design uniquely differentiates a product. Companies mastering the art of design have emerged as leaders in their respective markets. In this proposal, i examine how consumers respond to the visual aspects of packaging design and benefits of studying consumer behavior.
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by consumers search for and process information in-store; the product 's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain ' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product.
Packaging is the container for a product – encompassing the physical appearance of the
Container and including the design, color, shape, labeling and materials use.
Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of- purchase decisions which characterize the majority of shopping occasions. A product’s packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment.
In addition to its benefits in terms
Introduction
Design is increasingly used by firms as a strategy to create a substantial competitive advantage. Good design uniquely differentiates a product. Companies mastering the art of design have emerged as leaders in their respective markets. In this proposal, i examine how consumers respond to the visual aspects of packaging design and benefits of studying consumer behavior.
The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by consumers search for and process information in-store; the product 's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain ' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, and list of ingredients or raw materials, warnings for use and directives for care of product.
Packaging is the container for a product – encompassing the physical appearance of the
Container and including the design, color, shape, labeling and materials use.
Packaging has a huge role to play in the positioning of products. Package design shapes consumer perceptions and can be the determining factor in point-of- purchase decisions which characterize the majority of shopping occasions. A product’s packaging is something which all buyers experience and which has strong potential to engage the majority of the target market. This makes it an extremely powerful and unique tool in the modern marketing environment.
In addition to its benefits in terms
References: 1.Assael, H. (1987). Consumer Behavior and Marketing Action, Boston, Kent. 138-154. 2. Calver, G. (2004). What is packaging design?, Rotovision. 163-175. 3. ConsumerPsychologist.com 4. www.indepthanalyses.com * USC Marshall: Consumer Behavior * USC Marshall: Consumer Behavior -- The Psychology of Marketing * Harvard Business School: Marketing After the Recession Bottom of Form