Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/39854 |
Resumo: | Since self-service shopping was introduced in the 1950s and product variety is continuously growing, competition within the stores is steadily increasing. 90% of consumers decide whether to purchase products by only evaluating the packages’ front, highlighting the importance of packaging design and identifying packaging as one of the most relevant communication and marketing tools. This research aims to identify the impact packaging design has on the consumer. The interaction of visual and verbal packaging design elements is considered in order to indicate its influence on consumers’ willingness to pay and whether brand image mediates this relationship. An exploratory study is conducted through two online surveys. The first survey is run to define the stimuli used in the main survey. The main survey’s 2x2 research design assigned one of the four stimuli to each participant, displaying a hand wash product with either good or bad visual and verbal packaging elements, respectively. Results indicate that appealing packaging design is positively affecting consumers’ willingness to pay and their perceived brand image, representing a relevant finding for marketers in the FMCG industry. In addition, visual elements of packaging design have a stronger impact on brand image than verbal elements. In contrast, visual elements do not point out a significant effect on consumers’ willingness to pay compared to verbal packaging design elements. |
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Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand imagePackaging designWillingness to payBrand imagePersonal care industryDesign de embalagensDisposição de pagarImagem de marcaIndústria de higiene pessoalDomínio/Área Científica::Ciências Sociais::Economia e GestãoSince self-service shopping was introduced in the 1950s and product variety is continuously growing, competition within the stores is steadily increasing. 90% of consumers decide whether to purchase products by only evaluating the packages’ front, highlighting the importance of packaging design and identifying packaging as one of the most relevant communication and marketing tools. This research aims to identify the impact packaging design has on the consumer. The interaction of visual and verbal packaging design elements is considered in order to indicate its influence on consumers’ willingness to pay and whether brand image mediates this relationship. An exploratory study is conducted through two online surveys. The first survey is run to define the stimuli used in the main survey. The main survey’s 2x2 research design assigned one of the four stimuli to each participant, displaying a hand wash product with either good or bad visual and verbal packaging elements, respectively. Results indicate that appealing packaging design is positively affecting consumers’ willingness to pay and their perceived brand image, representing a relevant finding for marketers in the FMCG industry. In addition, visual elements of packaging design have a stronger impact on brand image than verbal elements. In contrast, visual elements do not point out a significant effect on consumers’ willingness to pay compared to verbal packaging design elements.Desde que compras self-service foram introduzidas nos anos 50, e considerando o crescimento contínuo da variedade dos produtos, a concorrência nas lojas tem aumentado constantemente. 90% dos consumidores tomam uma decisão de compra sobre os produtos apenas avaliando as embalagens, enfatizando a importância do design e destacando o papel prominente da embalagem enquanto ferramenta de comunicação e marketing. Este estudo pretende identificar o impacto do design das embalagens no consumidor. A interação de elementos visuais e verbais no design é considerada a fim de indicar a sua influência na disposição de pagar dos consumidores e se a imagem de marca influi nesta relação. Foi realizado um estudo exploratório através de duas pesquisas online. Sendo a primeira para definir os estímulos utilizados no pesquisa principal. O modelo de investigação 2x2 da pesquisa principal atribuiu um dos quatro estímulos a cada participante, exibindo um produto de limpeza das mãos com elementos visuais e verbais bons e ruins na embalagem, respetivamente. Os resultados indicam que um design de embalagens atraente afeta positivamente a disposição de pagar dos consumidores e na imagem percebida da marca, uma descoberta importante para os comerciantes da indústria de bens de consumo. Além disso, os elementos visuais do design de embalagens têm um impacto mais forte na imagem de marca comparados aos elementos verbais. Por outro lado, os elementos visuais não acarretam um efeito significativo na disposição de pagar dos consumidores, em comparação com os elementos verbais do design de embalagens.Romeiro, Paulo Alexandre Mendes RamosVeritati - Repositório Institucional da Universidade Católica Portuguesazu Hemmingen, Sophie Leonie Taura Freiin Varnbüler von und2023-01-13T10:19:40Z2020-10-142020-092020-10-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/39854TID:202531350enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:45:25Zoai:repositorio.ucp.pt:10400.14/39854Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:32:38.209623Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
title |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
spellingShingle |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image zu Hemmingen, Sophie Leonie Taura Freiin Varnbüler von und Packaging design Willingness to pay Brand image Personal care industry Design de embalagens Disposição de pagar Imagem de marca Indústria de higiene pessoal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
title_full |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
title_fullStr |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
title_full_unstemmed |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
title_sort |
Does packaging influence the consumer? : the effect of packaging design on consumers’ willingness to pay and the mediating role of brand image |
author |
zu Hemmingen, Sophie Leonie Taura Freiin Varnbüler von und |
author_facet |
zu Hemmingen, Sophie Leonie Taura Freiin Varnbüler von und |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Alexandre Mendes Ramos Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
zu Hemmingen, Sophie Leonie Taura Freiin Varnbüler von und |
dc.subject.por.fl_str_mv |
Packaging design Willingness to pay Brand image Personal care industry Design de embalagens Disposição de pagar Imagem de marca Indústria de higiene pessoal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Packaging design Willingness to pay Brand image Personal care industry Design de embalagens Disposição de pagar Imagem de marca Indústria de higiene pessoal Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Since self-service shopping was introduced in the 1950s and product variety is continuously growing, competition within the stores is steadily increasing. 90% of consumers decide whether to purchase products by only evaluating the packages’ front, highlighting the importance of packaging design and identifying packaging as one of the most relevant communication and marketing tools. This research aims to identify the impact packaging design has on the consumer. The interaction of visual and verbal packaging design elements is considered in order to indicate its influence on consumers’ willingness to pay and whether brand image mediates this relationship. An exploratory study is conducted through two online surveys. The first survey is run to define the stimuli used in the main survey. The main survey’s 2x2 research design assigned one of the four stimuli to each participant, displaying a hand wash product with either good or bad visual and verbal packaging elements, respectively. Results indicate that appealing packaging design is positively affecting consumers’ willingness to pay and their perceived brand image, representing a relevant finding for marketers in the FMCG industry. In addition, visual elements of packaging design have a stronger impact on brand image than verbal elements. In contrast, visual elements do not point out a significant effect on consumers’ willingness to pay compared to verbal packaging design elements. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10-14 2020-09 2020-10-14T00:00:00Z 2023-01-13T10:19:40Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/39854 TID:202531350 |
url |
http://hdl.handle.net/10400.14/39854 |
identifier_str_mv |
TID:202531350 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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