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Impact of Packaging on Consumer Behaviour

Autor:   •  February 16, 2015  •  Research Paper  •  7,110 Words (29 Pages)  •  1,060 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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