Förpackningsteorier : En studie av centrala faktorer som inverkar på konsumentens köpbeslutsprocess
Purpose: The purpose with this paper is to investigate the elements which are central in the buying-decision-process and also test the validity of the packaging theories.Methodology: The empirical research has been made through qualitative methods using depth interviews with consumers who buy pasta.Theoretical perspective: The theoretical framework including marketing, package design, functions, elements and two conceptual models of packaging elements, involvement and buying decision.Empirical analysis: The empirical investigation is based upon twelve in-depth interviews with consumers who buys spaghetti. These have been interpreted and analysed through our model of the buying-decsion-process.Conclusions: The results confirm that the informational element is essential for the consumer and all theories, from the theoretical framework, can’t have correctness. The investigation also shows that consumers level of involvement has increased. An optimal package according to the consumers has to be re-sealing, bigger, have refill and contents in swedish. The study demonstrate that the manufacturers have to be up to date and follow the trends to be able to survive.
Source Type:Master's Thesis
Keywords:packaging design consumer behavior buying decision low involvement visual communication
Date of Publication:08/14/2007