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Role of Packaging on Consumer Behavior

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Role of Packaging on Consumer Behavior How Packaging Design and Material Selection can be used as Marketing / Branding Tools in today’s industries, affecting Consumes’ Buying Behavior. Case Study: Cosmetics Packaging Design Ntsiavou Maria SCHOOL OF ECONOMICS, BUSINESS ADMINISTRATION & LEGAL STUDIES A thesis submitted for the degree of Master of Science (MSc) in Strategic Product Design December, 2019 Thessaloniki – Greece Student Name: Maria Ntsiavou ID: 1106170019 Supervisor: Prof. Kyratsis Panagiotis Technical advisor: Mr Tsamboukas Athanasios I hereby declare that the work submitted is mine and that where I have made use of another’s work, I have attributed the source(s) according to the Regulations set in the Student’s Handbook. December 2019 Thessaloniki - Greece Abstract This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The purpose of this paper is to explore the importance of innovative packaging for marketing purposes in cosmetics industry. The intention is also to understand the purpose of packaging as a marketing tool. The expected result of the study is to contribute the connection between packaging and marketing theories. The case study was chosen to evaluate and investigate the ways that packaging can be combined with marketing and presents all the latest trends and the ways for a successful packaging. The findings of this study demonstrate that packaging has been evolved to a very important tool in marketing strategy of different products for end-consumers and customers. This has become more important as the products that are launched in the markets are more nowadays. The essay shows the significance of combining the packaging to marketing theories. An important element for that is the use of packaging design to make the difference. The results demonstrate also that packaging has become an essential ingredient for an efficient and secure distribution in a cosmetic supply chain. Furthermore, packaging design helps to add value creation for different factors in the cosmetic industry. The case study demonstrates that packaging can be used together with the product concept, creating a competitive advantage in the market. That gives to managers and marketers the possibility to make the difference to their products from competitors by using packaging design in a creative way. The essay shows the influence of packaging on marketing. This study fulfils additionally, an identified need for more research on packaging and marketing theories. *Keywords: Marketing, Packaging, Packaging Design, Consumer Behaviour, Marketing Tool, Cosmetics Ntsiavou Maria 20 December 2019 Acknowledgements The subject of the dissertation is: “Packaging Design and Material Selection as Marketing Tool in today’s industries”, the basis of which is a research on the role of packaging on Marketing & Consumer Behavior and the way that we can combine the marketing theories with packaging design. It has been written to fulfill the graduation requirements of my Master of Science Program in “Strategic Product Design” at the International Hellenic University, in Thessaloniki. I was engaged in researching and writing this dissertation from June 2019 to January 2020. The project was undertaken in combination with my job at KYANA Hellas SA, which is a company with hair cosmetics. The research was difficult, but conducting extensive investigation has allowed me to answer the question that I identified. Fortunately, both, my supervisor Mr. Kyratsis and my technical advisor, Mr. Tsamboukas, were always available and willing to answer my queries. I would like to thank all of my colleagues from the KYANA office, without whose cooperation I would not have been able to conduct this analysis. I also benefitted from debating issues with my friends and family. If I ever lost interest, you kept me motivated. My parents deserve a particular note of thanks: your wise counsel and kind words have, as always, served me well. Thank you for being there all these years, supporting all my choices. I hope to enjoy reading. Miriam Ntsiavou Thessaloniki, November 14, 2019 Contents ABSTRACT .................................................................................................................... 3 ACKNOWLEDGEMENTS ................................................................................................ 5 CONTENTS ................................................................................................................... 5 INTRODUCTION ........................................................................................................... 7 ROLE OF PACKAGING ON CONSUMER BEHAVIOR...................................................... 11 2.1 FACTORS AFFECTING CONSUMER BEHAVIOUR ........................................................... 11 2.2 PERCEPTION .............................................................................................................. 16 2.3 PERCEPTION AND PACKAGING ................................................................................... 17 2.4 INVOLVEMENT ........................................................................................................... 17 2.5 INVOLVEMENT AND PACKAGING ............................................................................... 18 2.6 ATTRACTIVENESS ....................................................................................................... 19 2.7 ATTRACTIVENESS AND PACKAGING ............................................................................ 20 PACKAGING DESIGN AS A MARKETING/BRANDING TOOL ......................................... 22 3.1 PACKAGING AND PRODUCT DESIGN ........................................................................... 23 3.2 PACKAGING FUNCTIONS ............................................................................................ 25 LOGISTICAL FUNCTION ........................................................................................... 25 MARKETING TOOL .................................................................................................. 26 3.3 PACKAGING AS A DECISION MAKING INSTRUMENT .................................................... 26 ANALYTICAL AND EMOTIONAL DECISION MAKING ........................................................... 26 3.4 PACKAGING AS A COMMUNICATION INSTRUMENT .................................................... 27 3.5 PACKAGING ELEMENTS .............................................................................................. 28 1. VISUAL ELEMENTS .................................................................................................. 28 2. INFORMATIONAL ELEMENTS .................................................................................. 30 3.6 PACKAGING ELEMENTS TOWARDS PRODUCT ............................................................. 31 3.7 PACKAGING AS A QUALITY MEASUREMENT ............................................................... 31 3.8 PACKAGING AS A TANGIBLE OBJECT ........................................................................... 32 3.9 INFLUENCING FACTORS.............................................................................................. 33 1. CONSUMER INFLUENCES ........................................................................................ 33 2. ENVIRONMENTAL INFLUENCES .............................................................................. 34 3. INTERNATIONAL INFLUENCES ................................................................................. 34 4. LOGISTICS AND DISTRIBUTION INFLUENCES ........................................................... 34 5. MARKETING INFLUENCES ....................................................................................... 34 6. CONSUMER INFLUENCES ........................................................................................ 34 3.10 CONSUMER DECISION MAKING ................................................................................ 35 3.11 CONSUMER DECISION MAKING AND PACKAGING .................................................... 35 PACKAGING DESIGN IN TODAY’S INDUSTRIES ........................................................... 37 4.1 PURPOSE OF PACKAGING MATERIALS ........................................................................ 38 4.2 TYPES OF PACKAGING MATERIALS ............................................................................. 39 CASE STUDY : COSMETICS PACKAGING DESIGN ......................................................... 41 4.1 PURPOSE OF PACKAGING MATERIALS ........................................................................ 42 4.2 TYPES OF PACKAGING MATERIALS ............................................................................. 64 CONCLUSIONS............................................................................................................ 67 BIBLIOGRAPHY ........................................................................................................... 69 FIGURES ..................................................................................................................... 73 Introduction 1.1 Background Nowadays, in this competitive environment, the role of the package has changed due to increasing self-service and changing consumers’ lifestyles. Marketing competition is quite stiff, as a result of the amount of competitors between different products that increases continuously. Every company tries to invent something new and get a competitive advantage to stand out against competitors when it has to provide the final product to the consumer.
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