The influence of packaging colour on expected and perceived product attributes of low-involvement products. Colour as a silent salesman

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Colours and product categories
• Fast-moving low-involvement consumer products
• Problem statement
• Research objectives
• Research question
• Literature Review
• Colours
• Colours and attention
• Colours and emotions
• Colour preferences
• Colours and brands
• Packaging
• Packaging as an extrinsic cue and communicator
• Packaging (re)design and product failure
• Packaging and consumption
• Psychological background
• Means-end approach of consumer behaviour
• Expectations and Perceptions
• Revue: Current state of research
• Hypotheses development
• Product 1: Milk
• Product 2: Shower gel
• Study: Influence of packaging colour on expected and perceived product attributes of low-involvement products
• Study design
• Research methodology
• Participants
• Products
• Packaging
• Research implementation
• Research results
• Product 1: Milk
• Liking of packaging
• Fat content expected
• Liking of taste
• Fat content perceived
• Relationship expected and perceived fat content
• Importance factors
• Suggested changes
• Summary product 1: milk
• Product 2: Shower gel
• Liking of packaging
• Scent expected
• Fruitiness perceived
• Intensity perceived
• Relationship perceived fruitiness and intensity
• Scent perceived
• Relationship expected and perceived scent
• Importance factors
• Suggested changes
• Summary product 2: shower gel
• Discussion of results and their applicability and limitations in marketing practice
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This bachelor thesis investigates the influence of packaging colour on consumer expectations and perception of product attributes for low-involvement products. The study aims to expand upon existing research by conducting a randomized mixed factorial experiment to analyze the impact of packaging colour on perceived fat content in milk and perceived scent in shower gel.

• The role of colour in influencing consumer expectations and perceptions.
• The impact of packaging colour on product attribute evaluation for low-involvement products.
• The relationship between packaging colour, consumer expectations, and perceived product attributes.
• The potential differences in colour influence between male and female consumers.
• The practical implications of these findings for marketing and product design.

Zusammenfassung der Kapitel (Chapter Summaries)

The introduction provides context for the research by exploring the role of colour in various product categories, focusing on fast-moving low-involvement consumer products. It outlines the problem statement, research objectives, and the specific research question investigated in the study. The literature review delves into the influence of colour on attention, emotions, preferences, and brand perceptions. It examines packaging as an extrinsic cue and its role in product communication, design, and consumption, drawing upon the means-end approach of consumer behaviour. The review also examines the concepts of expectations and perceptions in relation to product evaluation. The study section details the methodology and implementation of the randomized mixed factorial experiment, including information on participants, products, and packaging. It presents the research results for both milk and shower gel, analyzing the impact of packaging colour on expected and perceived attributes like fat content and scent. Finally, the discussion section explores the applicability and limitations of the findings in marketing practice, highlighting their potential for informing product design and marketing strategies.

Schlüsselwörter (Keywords)

The primary focus of this study revolves around the influence of packaging colour on consumer perceptions of product attributes. Key terms include colour, packaging, low-involvement products, expectation, perception, attribute evaluation, and consumer psychology. The study emphasizes the role of colour as a silent salesman, subtly influencing consumer decisions for everyday products.