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Shekhar, Suraj Kushe
- The Fifth 'P' that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages
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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.
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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 :202 |
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
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