Volume No. :   5

Issue No. :  1

Year :  2014

ISSN Print :  0976-495X

ISSN Online :  2321-5763


Registration

Allready Registrered
Click to Login

The Fifth ‘P’ that Sells! Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages



Address:   Suraj Kushe Shekhar1, Dr. P. T. Raveendran2
1Research Scholar, Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, INDIA
2Professor, Department of Management Studies, Kannur University, Thalassery Campus, Palayad, Kannur, Kerala-670661, INDIA
*Corresponding Author
DOI No:

ABSTRACT:
Packaging, which is often debated as the fifth ‘P’, is an important component of marketing. The present study investigated the influence of four chocolate packaging cues namely ‘information’, ‘shape’, ‘picture’ and ‘colour’ on young consumers purchase decision. Regression results showed that chocolate packaging cues had significant influence in purchase pattern of semi urban consumers with the exception of cue named ‘information’. Significant predictor variables which emerged were ‘shape’, ‘picture’ and ‘colour’. The predictor variable ‘information’ was found out to be insignificant. It was further inferred that there were no significant differences of the influence of visual elements of chocolate package namely ‘shape’, ‘picture’ and ‘colour’ as far as sex of the respondents were considered.
KEYWORDS:
Chocolate, Colour, Information, Package, Picture, Shape
Cite:
Suraj Kushe Shekhar, P. T. Raveendran. The Fifth ‘P’ that Sells!. Examining Consumer Behaviour towards Visual and Informational Elements of Product Packages. Asian J. Management 5(1): January–March, 2014 page 55-61.
[View HTML]      [View PDF]



Visitor's No. :   173519