Impact of Packaging on Consumer Behaviour
Autor: Gyanendra Singh • February 16, 2015 • Research Paper • 7,110 Words (29 Pages) • 963 Views
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IMPACT OF PACKAGING ON CONSUMER BEHAVIOUR
Contemporary Course Study Term 4 PGP 2013-15 Submitted to: Prof. Ashis Mishra
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Table of Contents
Executive Summary
Introduction
Objective of the study
Literature review
Visual Elements
Colour
Size and shape
Graphics
Verbal Elements
Product Information
Packaging as Marketing Tool
Consumer behaviour
Packaging as a medium affecting the peripheral route
Factors affecting point of purchase
Product category
Level of involvement
Time Pressure
Store format
Factorial Experiment Design
Exploratory Research
Depth Interviews
Depth Interview Summary
Focus Group Discussions
Modified Factorial Experiment Design
Primary Research
Demographics
Descriptive Statistics
Coding Used For Analysis
Hypothesis 1
Analysis
Results
Hypothesis 2
Analysis
Results
Hypothesis 3
Analysis
Results
Hypothesis 4
Analysis
Result
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