How Packaging Elements impact Consumers' buying decisions
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- Englisch ausgewählt
Fr. 74.90
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
11.12.2014
Verlag
LAP LAMBERT Academic PublishingSeitenzahl
100
Maße (L/B/H)
22/15/0.7 cm
Gewicht
167 g
Sprache
Englisch
ISBN
978-3-659-66044-3
This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behavior. Packaging has now changed its traditional role of protecting the product to communicate a complete message about the product, to get the consumer attention on retail stores and to provide convenience for consumers to use the product (Rundh, 2013). It is important for firms, marketers and packaging designers to know how packaging influences consumers' purchase decisions. In order to know the impact of packaging on consumers the study was carried out to find the relationship between packaging elements and consumer buying behavior. The packaging elements were further divided into visual elements and verbal elements. Visual elements included packaging color, packaging design, packaging material, packaging size and packaging graphics. Verbal elements included nutritional information, product information and country-of-origin.
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