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C/M/2428. Dissertation. How Does New Product and Package Design Affect the Purchasing Decision of Buyers?

WORDS:
12150
DATE:
2011
PRICE:
129.99 GBP

This dissertation looks at the relationship between product and package designs of laundry detergents in relation to purchasing decisions of female customers. The study aims to identify to what degree consumers’ purchase decision is influenced by package and product design, to detect the main determinants of consumer behaviour and purchase decision as singled out by different theoretical models, to identify the main mechanisms of the purchase decision stimulation by package and product design, to find out to what degree the purchase decision of the UK consumers is influenced by package and product design of laundry detergents, and to provide specific recommendations to manufacturers of laundry detergents to use package and product design as an effective marketing tool. The review of literature discusses a range of frameworks, some of which include the Howard-Sheth model, the Stimulus-Response Model, and the New Product Adoption Model. The different mechanisms used in product and package design are discussed, and the study then identifies the research methodology used. The dissertation analyses all of the findings from the data collection methods, and conclusions are made regarding recommendations.

 

KEYWORDS: Dissertation, package design, laundry detergents, purchasing decisions, consumer behaviour, the Howard-Sheth model, the Stimulus-Response Model, the New Product Adoption Model,

 
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