Refine your search
Collections
Co-Authors
Journals
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z All
Shekhar, Suraj Kushe
- The Fifth 'P' that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages
Abstract Views :409 |
PDF Views:0
Authors
Affiliations
1 Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, IN
1 Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, IN
Source
Asian Journal of Management, Vol 5, No 1 (2014), Pagination: 55-61Abstract
Packaging, which is often debated as the fifth 'P', is an important component of marketing. The present study investigated the influence of four chocolate packaging cues namely 'information', 'shape', 'picture' and 'colour' on young consumers purchase decision. Regression results showed that chocolate packaging cues had significant influence in purchase pattern of semi urban consumers with the exception of cue named 'information'. Significant predictor variables which emerged were 'shape', 'picture' and 'colour'. The predictor variable 'information' was found out to be insignificant. It was further inferred that there were no significant differences of the influence of visual elements of chocolate package namely 'shape', 'picture' and 'colour' as far as sex of the respondents were considered.Keywords
Chocolate, Colour, Information, Package, Picture, Shape.References
- Ali, J., Kapoor, S., and Moorthy, J. Buying behaviour of consumers for food products in an emerging economy. British Food Journal. 112(2);2010:109-124.
- Ampuero, O., and Vila, N. Consumer perceptions of product packaging. Journal of Consumer Marketing .23( 2);2006:100-112.
- Becker, L., Rompay, T. J., Schifferstein, H. N., and Galetzka, M.Tough package, strong taste:The influence of packaging design on taste impressions and product evaluations.Food Quality and Preference. 22;2011:17-23.
- Calclch, S., and Blair, E. The perceptual task in acquisition of package information. Advances in consumer research .29;2001:221-224.
- Clement, J. Visual influence on in-store buying decisions: an eyetrack experiment on the visual influence of packaging design. Journal of Marketing Management.23( 9);2007: 917-928.
- Demetris, V., and Claudio, V. Case Study: A Market Investigation of the Situational Environment. British Food Journal.103( 4);2001:291-296.
- Doherty, B., and Tranchell, S. Radical Mainstreaming of Fairtrade: The Case of The Day Chocolate Equal Opportunities. Equal Opportunities International. 26( 7);2007:693-711.
- Estiri, M., Hasangholipour, T., Yazdani, H., Nejad, H. J., and Rayej, H. Food Products Consumer Behaviors: Role of Packaging elements.Journal of Applied Sciences.10(7);2010: 535-543.
- Giyahi,Y.2012.An empirical study on the relationship of purchasing a chocolate based on its packaging. Management Science Letters.31( 2);2012:833-844.
- Kozup, J. C., Creyer, E. H., and Burton, S.Making Healthful Food Choices: The Influence of Health Claims and Nutrition Information on Consumers' Evaluations of Packaged Food Products and Restaurant Menu Items. The Journal of Marketing. 67( 2);2003:19-34.
- Lewis, M. Understanding Brands.Kogan Page,London.1991
- Lo fgren, M.Customer satisfaction in the first and second moments of truth.Journal of Product and Brand Management. 17 (7);2008: 463-474.
- Malhotra, N. K.Marketing Research: An Applied Oreintation.Prentice Hall of India Private Limited, New Delhi;2006:p.76
- Mccracken, J. C., and Mackln, M. C. The Role of Brand Names and Visual Cues in Enhancing Memory for Consumer Packaged Goods. Marketing Letters .24;1998:209-226.
- Meyers, and Herbert, M. Handbook of Package Design Research.John Wiley and Sons, New York;1981:pp. 22-38.
- Nancarrow, C., Wright, L. T.,and Brace, I. Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal.100(2);1998:110-118.
- Patwardhan, M., Flora, P., and Gupta, A.Identification of Secondary Factors that Influence Consumer's Buying Behavior for Soaps and Chocolates. The IUP Journal of Marketing Management. 9(1); 2010:55-72.
- Pilditch, J. The Silent Salesman: How to develop packaging that sells. Harper and Row,London.1961.
- Raghubir, P., and Greenleaf, E. A. Ratios in Proportion: What Should the Shape of the Package Be?.Journal of Marketing .70;2006:95-107.
- Rettie, R., and Brewer, C. The verbal and visual components of package design. The Journal of Product and Brand Management.9(1);2000:56-68.
- Richardson, P. S., Dick, A. S., and Jain, A. K. Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing.58( 4);1994:28-36.
- Rigaux-Bricmont, B. Influences of brand name and packaging on perceived quality. Advances in Consumer Research.9;1982: 472-477.
- Sauvage, F. Food packaging technology. VHC Publishers, United States;1996: pp. 33-47.
- Schoormans, J. P., and Robben, H. S.The effect of new package design on product attention. Journal of Economic Psychology.18;1997:271-287.
- Silayoi, P., and Speece, M. Packaging and purchase decisions: An exploratory study of the impact of involvement and time pressure. British Food Journal.106( 8);2004:607-628.
- Silayoi, P., and Speece, M. The importance of packaging attributes: a conjoint analysis approach", European Journal of Marketing .41(11);2007:1495-1517.
- Sonsino, S. Packaging Design: Graphics, Materials, Technology. Thames and Hudson, London.1990.
- Stem, W. Handbook of Package. John Wiley and Sons , New York;1981:pp. 2-21.
- Suraj, K. S., and Raveendran, P.T. Product packaging and childparent purchase behavior: An Elaboration Likelihood Model approach. IQRA International Management Journal.1(1);2012: 52-60.
- Thomas, J. W. The Basics of Packaging Research. Available from: URL:http://www.decisionanalyst.com/publ_art/packaging.dai. .
- Underwood, R. L. The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice.11(1);2003:62-76.
- Underwood, R. L., Klein, N. M., and Burke, R. R. Packaging communication: attentional effects of product imagery .Journal of Product and Brand Management .10 (7);2001:403-422.
- Vazquez, D., Bruce, M., and Studd, R.A case study exploring the packaging design. British Food Journal.105( 9);2003: 20-31.
- Venter, K., Merwe, D. v., Beer, H. d., Bosman, M., and Kempen, E. Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa. International Journal of Consumer Studies.35;2011:273-281.
- Vreeland, C. Organic Chocolate Market Skyrockets. Candy Industry. 166(10);2000:51-56.
- Wakefield, M. A., Germain, D., and Durkin, S. J. How does increasingly plainer cigarette packaging influence adult smokers' perceptions about brand image? An experimental study. Tob Control. 17;2008:416-421.
- Wang, R. W., and Chen, W.-C. The study on packaging illustration affect on buying emotion. Proceedings of IASDR. Polytechnic University, Hongkong;12-15 November 2007:pp.1-18
- Wang, R. W., and Chou, M.-C. The Comprehension Modes of Visual Elements: How People Know About the Contents by Product Packaging. International Journal of Business Research and Management .1(1);2010:1-13.
- Wansink, B. Can Package Size Accelerate Usage Volume?.The Journal of Marketing.60(3);1996:1-14.
- Product Packaging and Competitive Advantage
Abstract Views :263 |
PDF Views:0
Authors
Affiliations
1 Department of Technology Management, School of Mechanical Engineering, VIT University, Vellore-632014, Tamilnadu, IN
2 Department of Management Studies, Kannur University, Kannur, Kerala, IN
1 Department of Technology Management, School of Mechanical Engineering, VIT University, Vellore-632014, Tamilnadu, IN
2 Department of Management Studies, Kannur University, Kannur, Kerala, IN
Source
Asian Journal of Management, Vol 7, No 1 (2016), Pagination: 1-4Abstract
Packaging is the art, science and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Although advertising is a major sales promotion tool, packaging is even more critical. This is because, for other promotional tools, there is always the need for communication to persuade and attract the consumer. However, when packaging is properly done, the products can sell by themselves. Consumer intention to purchase depends on the degree to which consumers expect that the product can satisfy their expectations about its use (Kupiec and Revell, 2001). But when they have not even thought about the product much before entering the store, this intention to purchase is determined by what is communicated at the point of purchase. Thus the package becomes a critical factor in the consumer decision making process because it communicates to consumers at the time they are actually deciding in store. Thus product package still adds charm to Pilditch's (1961) statement "The silent salesman". This paper discusses the relative importance of 'Package' to be rightly considered as the fifth 'P' of marketing mix.Keywords
Consumer, Package, Product, Purcahse.- Impact of Advertisement on Buying Behavior of Customers Towards Fairness Cream
Abstract Views :205 |
PDF Views:0
Authors
Affiliations
1 School of Mechanical Engineering, VIT University, Vellore, Tamil Nadu, IN
2 School of Social Sciences & Languages, VIT University, Vellore, Tamil Nadu, IN
1 School of Mechanical Engineering, VIT University, Vellore, Tamil Nadu, IN
2 School of Social Sciences & Languages, VIT University, Vellore, Tamil Nadu, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 429-431Abstract
The study examines the impact of advertisement on the buying behavior of customers towards fairness cream. Nowadays the fairness creams has a wider acceptance among the youth. A number of fairness creams are available in the Indian market and are widely advertised. The study has also taken an effort to understand the consumers’ perception towards the fairness cream and how advertisements influenced the brand choice of consumers. This study can be an eye opener for fairness cream producers for improving their prospective business in a better way.Keywords
Advertisement, Behavior, Buyer. Consumer, Cream.References
- Gupta, S.P., “Statistical Method”, Sultan Chand and Sons, 1997.
- Kothari, C. R., “Research Methodology, Methods and Techniques”, Second Edition, Wiashwa Prakasham New Age International Publications(P) Ltd., New Delhi, 2000.
- Philip Kotler, ”Principles of Marketing”, Prentice Hall of India Private Limited, New Delhi, 1983.
- Rahbir Singh Pal, “Marketing and Consumer Behavior”, Deep and Deep Publications, New Delhi, 1989. 5. Philip Kotler, (2007), Marketing Management: Analysis, Planning and Control, Prentice Hall, New Delhi.