MGT726 Managerial Project Assessment 2 Master of International Business: Progress Report Consumer’s preferences for visual characteristics of chocolate packaging

Document Content and Description Below

Executive summary Nowadays, the packaging is very important in the marketing strategy of companies, especially for products sold in supermarkets, that needs to attract consumer... ’s attention among the thousands of different competing products. This is even truer for products such as chocolate, which are pleasure products and where the competition is stronger. The purpose of this progress report is to provide a research framework for the evaluation the visual characteristics of chocolate packaging that drive consumers’ purchasing decision. The management problem led to the identification of the following research problem: Why and how consumers’ choice is influenced by the visual characteristics of the packaging when buying chocolate? This research problem is followed by the identification of three specific research objectives that the study aim to answer: • To explore the importance of chocolate packaging in the consumer purchasing decision. • To determine how visual elements of packaging influence consumers’ evaluation of the brand. • To determine the key visual characteristics of chocolate packaging. After the review and analysis of the relevant literature on the topic, it can be said that packaging plays a major role in the product selling process. Customers are attracted by appealing packaging and tend to think that a product with an attractive packaging is likely to be better quality. Moreover, the literature highlighted that the most important elements of a chocolate packaging are the visual aesthetics, information, materials used and ingredients. The conclusions drawn with the literature strengthened the fact that the packaging is essential and listed the principal elements in chocolate packaging that are important for consumers. However, among those elements, the literature did not identify the characteristics that have an impact on the buying decision and in what order. Thus, it is necessary to conduct this research. The methodology chosen for this research is descriptive quantitative data collection, using an online survey to gather information. In this survey, respondents will compare three different chocolate brands’ packaging, decide the most and least attractive ones and justify why. Finally, the information gathered will be analysed through descriptive statistics techniques (percentages, frequencies, scale measurement), and differences and similarities within demographic groups will be identified. 5. Reference list Ahmad, A.M.K. & Ahmad, Q.M.K 2015, ‘Factors’ Influence on Packaging Design in an Impulse Consumer Purchasing Behavior: A Case Study of Dorito Pack’, International Journal Marketing Studies, vol. 7, no. 6. Ahmed, R.R., Parmar, V. & Amin, M.A. 2014, ‘Impact of Product Packaging on Consumer’s Buying Behaviour’, European Journal of Scientific Research, vol. 120, no. 2, pp. 145-157. Businessdictionary.com 2017, Descriptive statistics Definition, viewed 4 September 2017, http://www.businessdictionary.com/definition/descriptive-statistics.html Cahyorini, A and Rusfian, E.Z. 2011, ‘The Effect of Packaging Design on Impulsive Buying’, Journal of Administrative Science & Organisation, vol. 18, no. 1, pp. 11-21. Deliya, M.M. & Parmar, B.J. 2012, ‘Role of Packaging on Consumer Buying Behavior’, Global Journal of Management and Business Research, vol. 12. Ellickson, P 2011, ‘The Evolution of the Supermarket Industry’, Simon School Working Paper Series, no. FR 11-17, viewed 03 September 2017, DOI: 10.2139/ssrn.1814166. Giyahi, Y. 2012, ‘An empirical study on the relationship of purchasing a chocolate based on its packaging’, Management Science Letters, vol. 2, pp. 833-844. IBISWorld 2017a, Supermarkets and Grocery Stores in Australia, viewed 02 September 2017, http://clients1.ibisworld.com.au.ezproxy.usc.edu.au:2048/reports/au/industry/default.aspx?entid=1834 IBISWorld 2017b, Chocolate and Confectionery Manufacturing in Australia, viewed 02 September 2017, http://clients1.ibisworld.com.au.ezproxy.usc.edu.au:2048/reports/au/industry/default.aspx?entid=110 Rebollar, R., Lidón, I., Serrano, A., Matín, J. & Fernández, M.J. 2012, ‘Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes’, Food Quality and Preference, no. 24, pp.162-170. Rettie, R. and Brewer, C 2000, ‘The verbal and visual components of package design’, Journal of Product and Brand Management, vol. 9, no. 1, pp. 56-70. Risch, S 2009, ‘Food Packaging History and Innovation’, Journal of Agricultural and Food Chemistry, vol. 57, pp. 8089-8092. Rundh, B 2012, ‘Linking packaging to marketing: how packaging is influencing the marketing strategy’, British Food Journal, vol. 115, no. 11, pp. 1547-1563. Shekhar, S.K. & Raveendran, P.T. 2013, ‘Chocolate packaging cues and first moment of truth: An exploratory study on young consumers’ mind’, Management Science Letters, vol. 3, pp. 1851-1862. Surveymonkey 2017, About us, viewed 4 September 2017, https://www.surveymonkey.com/mp/aboutus/ [Show More]

Last updated: 1 year ago

Preview 1 out of 17 pages