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The power of uniqueness : a study about the influence of shampoo packaging on consumers' product evaluation

Vos, L. (2021) The power of uniqueness : a study about the influence of shampoo packaging on consumers' product evaluation.

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Abstract:In order to draw the attention of consumers and to differentiate beauty products, marketers must understand how cosmetic packaging design affects consumers' attitudes and behavior towards a product. Previous studies suggest that a unique packaging design can lead to a more positive effect on consumers product evaluation. Therefore, this paper examined the influence of packaging design on consumers’ product evaluation towards shampoo packaging. This quantitative study employed a 2 (packaging shape: unique versus standard) x 2 (packaging texture: unique versus standard) x 2 (need for uniqueness: low versus high) between-subjects design. This study measured product evaluation with the following dependent variables: product liking, perceived quality, willingness to pay, purchase intention, perceived product uniqueness, and perceived brand uniqueness. Results revealed that packaging shape and packaging texture of shampoo influence product evaluation of consumers to a certain extent. In addition, this study stated that there are two contrasting needs in consumer behavior; need for typicality and need for uniqueness. This study provides valuable insights in packaging design for marketers and designers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/86429
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