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The effect of the concept of plain packaging on the impression impact in the area of soft drink packaging

  • The phenomenon of the increase of numerous widespread and common diseases, ranging from simple dental problems to obesity, high blood pressure or diabetes, is a concern which can be observed in various aspects of the entire world. Reasons for this is a combination of an unhealthy diet and insufficient physical activity. Consequently, governments across the globe are seeing the need to change consumer behaviour by introducing plain packaging regulations. From an entrepreneurial point of view, this would result in financial losses as well as various limitations in product design, branding and differentiation. Therefore, an empirical study with 232 respondents was conducted, which revealed that the use of images on packaging activates emotions in customers within a few seconds. This master thesis examines possible correlations and differences between the importance of emotionally loaded product packaging and consumer behaviour at the point of sale. The persuasive effect of images on purchase decisions is based on personal consumer experiences and validated processing in the brain which trigger specific emotions. Modern companies are able to communicate company values through emotions by using images correctly. The results of the conducted survey enable Diezano to successfully implement the communication strategy in the event of the introduction of plain packaging regulations. By using mountain graphics, Diezano conveys values such as home, regional, refreshment, tasty, memories of childhood and nostalgia, which the brand aims to convey to the market. Based on the result of this master thesis, it is concluded that the picture superiority effect is mostly underestimated, yet it is an indispensable medium for emotional differentiation and thus a company’s success.

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Metadaten
Author:Julia Gantner
DOI:https://doi.org/10.25924/opus-4256
Subtitle (English):An empirical study based on the soft drink brand Diezano of Fohrenburg s'Fäscht GmbH
Advisor:Horst O. Mayer
Document Type:Master's Thesis
Language:English
Year of publication:2021
Publishing Institution:FH Vorarlberg (Fachhochschule Vorarlberg)
Granting Institution:FH Vorarlberg (Fachhochschule Vorarlberg)
Release Date:2021/10/04
Tag:Plain packaging
Number of pages:IX, 128
DDC classes:300 Sozialwissenschaften
Open Access?:ja
Course of Studies:Betriebswirtschaft: International Marketing & Sales
Licence (German):License LogoUrhG - The Austrian Copyright Act applies - Es gilt das österr. Urheberrechtsgesetz