Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay

Detalhes bibliográficos
Autor(a) principal: Cabral, Carolina Rafael do Vale da Conceição
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/143942
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to payPackagingSophisticated colorsPurchase IntentionPerceived qualityWillingness to payProduct attractivenessPackaging sophisticationDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceWith the increasing number of products on the shelves, packaging has become increasingly important in consumers' purchasing decisions. Nowadays, packaging does not only serve to protect the product but it also serves as a space to communicate attracting consumers. Color is one of the most prominent elements of packaging and it has been seen as the tool that most influences consumer’s minds. However, previous research has only focused on primary colors or general color dimensions such as light/dark or warm/cold. Little research has been done into defining what sophisticated colors are. This study aimed to not only identify what are the colors considered sophisticated by consumers but also determine their influence on consumer purchase intention, perceived quality, product attractiveness, sophistication and finally, willingness to pay. It was also intended to find if the presence of the sophisticated colors on the packaging produced different effects between genders. This study used a questionnaire with 325 valid answers. The results showed that sophisticated colored packaging has a positive influence on all dependent variables: purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay. The study also found that, color scenario impacts all dependent variables except product attractiveness of both genders in the same direction. Regarding, product attractiveness, contrary to expectations, it was observed that men are the gender that is more impacted by sophisticated colors.Orghian, DianaRUNCabral, Carolina Rafael do Vale da Conceição2022-09-22T15:45:09Z2022-09-122022-09-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/143942TID:203065000enginfo: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:RCAAP2024-03-11T05:22:57Zoai:run.unl.pt:10362/143942Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:51:14.099678Repositório 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 Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
title Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
spellingShingle Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
Cabral, Carolina Rafael do Vale da Conceição
Packaging
Sophisticated colors
Purchase Intention
Perceived quality
Willingness to pay
Product attractiveness
Packaging sophistication
title_short Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
title_full Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
title_fullStr Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
title_full_unstemmed Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
title_sort Sophisticated colored packaging: the influence on purchase intention, perceived quality, product attractiveness, sophistication and willingness to pay
author Cabral, Carolina Rafael do Vale da Conceição
author_facet Cabral, Carolina Rafael do Vale da Conceição
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Cabral, Carolina Rafael do Vale da Conceição
dc.subject.por.fl_str_mv Packaging
Sophisticated colors
Purchase Intention
Perceived quality
Willingness to pay
Product attractiveness
Packaging sophistication
topic Packaging
Sophisticated colors
Purchase Intention
Perceived quality
Willingness to pay
Product attractiveness
Packaging sophistication
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-09-22T15:45:09Z
2022-09-12
2022-09-12T00:00:00Z
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/10362/143942
TID:203065000
url http://hdl.handle.net/10362/143942
identifier_str_mv TID:203065000
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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