Assessing the most effective aspects of product packaging design which influences purchasing behaviour: A study of Men’s Hair Grooming products

Student, A. (2016) Assessing the most effective aspects of product packaging design which influences purchasing behaviour: A study of Men’s Hair Grooming products. Undergraduate thesis, University of Chichester.

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Abstract

Following the recent growth in the men’s grooming industry over the last few years, brands have scampered to come up with the best way to influence their customer’s purchasing behavior. Product packaging is considered “second best” to the likes of price, place or promotion in the marketing mix, however this research project aimed to support the importance of product packaging for this growing sector and also deliver recommendations of the best options for all the different aspect within packaging.
The research project looked specifically at the following 5 aspects of product packaging; Colour, Imagery, Typography, Shape and Texture.
The research project used questionnaires and focus groups to collect primary data, which was then analysed to support and achieve the research aims and objectives.
Many of the respondents did support the importance of product packaging in the grooming industry, and concluded that they are influenced by product packaging at the point of purchase. They also helped to define the most influential options within the 5 chosen aspects of product packaging.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Gail Graffham
Date Deposited: 17 Jan 2017 11:38
Last Modified: 17 Jan 2017 11:38
URI: http://eprints.chi.ac.uk/id/eprint/2456

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