University of Twente Student Theses
Chewing gum packaging: Feel how intense it tastes! : the influence of tactile packaging features and typeface color of product claim consumer responses The influence of tactile packaging features and typeface color of product claim on consumer responses
Lehbrink, C.H. (2017) Chewing gum packaging: Feel how intense it tastes! : the influence of tactile packaging features and typeface color of product claim consumer responses The influence of tactile packaging features and typeface color of product claim on consumer responses.
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| Abstract: | The number of products offered in supermarkets is continually increasing. Consequently, product packaging is becoming more and more crucial for manufacturers when it comes to gain the attention of consumers. This study focuses on chewing gums which are commonly sold at the checkout zone, one of the most profitable sales areas in stores. As the chewing gum market is recently facing declining sales figures it is essential for gum manufacturers to implement effective product packages. Most of chewing gum manufacturers only rely on the visual appearance of their product packages. This study is focused not only on the visual aspect of chewing gum packaging (typeface color of product claim), but also on tactile features (rough versus smooth surface) and how these packaging attributes influence package design evaluation, purchase intention and product taste intensity of different consumer groups (such as males/females and smokers/nonsmokers). The study uses a 2 (tactile packaging feature: rough versus smooth) x 2(typeface color of product claim: black versus pink) experimental design, resulting in four conditions. The rough packaging variant consisted of 3D printed dispensers. A total of 160 respondents participated in this study (50% females & 50% males). The study results revealed that a rough packaging surface leads to a more intense product taste perception by respondents compared to the smooth packaging. Moreover, it was found that product claims in black typeface lead to a more intense taste perception in comparison to pink typefaces (only for males, not for females). Finally, congruency between packaging elements, as well as between gender and packaging resulted in positively influencing consumer responses. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/72472 |
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