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Browsing by Subject "package"

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  • Touch and Feel : The Role of Tactile Qualities on Board Packages 
    Saastamoinen, Ilkka (2013)
    The aim of this study was to describe how the tactile properties have been taken into consideration in packages value chain and which aspects in packaging are important for consumers in the future. Packages were devided in study to cheaper everyday bulk products and more expesive luxury products. The scope of this study covers the marketing side of board packaging. Theory part discusses how packaging and the design of packages relate to product branding. The discussion is based on a few of the main theories and presents the key points of how design and shape are important factors in a package’s value chain. In the empirical part of this study the data were collected by qualitative interviewievs Finnish professionals working in different parts of packaging value chain. The professionals represented Brand owners, Advertising agencies and Package manufacturers. Altogether 10 qualitative theme interviews were carried out. Idea was to find out how decisions concerning the choice of board material are made in the packaging value chain and what role does haptical qualities have. Interviewees were asked about the environmental aspects in package design. The term “touch and feel” is used in this study to represent the whole experience when the consumer takes the package from the shelf and feels its surface and shape. Package manufacturers have more influence on the packaging board selection process than brand owners, while design agencies usually do not even participate in material selection. The cost of the package become more important factor in bulk and less expensive products than in more expensive products. If a product has a leading position in the market, companies try to reduce packaging costs. Finnish brands have not yet incorporated touch and feel properties into board packages. Design and shape can affect to package's desirability in store. Quality of package relates straight to quality of product in consumers mind. Haptic properties could increase the perceived quality in products. Environmental aspects came up as a key trend in package design and manufacture. But at the same time it was argued that nobody is going to buy the product just because it has an ecological package. Role of the package is to express products qualities and protect it.
  • Using QR Codes During Dynamic New Product Launch 
    Markkula, Anniina (2016)
    New products are being introduced to the markets constantly and a big portion of them fail within the first few years of launch (Sivadas & Dwyer 2000). Lack of market understanding is a commonly mentioned cause of new product failure (Baker & Hart 1999, 356). Dynamic launch strategies allow for changes to be made to the launch strategy based on market information at the time of the actual launch in attempt to improve the success of it. New technologies offer new ways of interacting with consumers and acquiring timely consumer and market information. This thesis looked at the perquisites that affect the usability of QR codes as a way to acquire consumer information during a dynamic new product launch. Cui et al. (2011) dynamic model of a new product launch was used as the basis of the theoretical framework of the study. An online survey was constructed with questions on factors affecting consumers’ willingness to use QR codes on a new product package and factors affecting their willingness to give personal information through a QR code. The survey yielded 104 responses that were statistically analyzed using IBM SPSS modeler. The findings of the study suggest that perceived ease of use of QR codes has an effect on consumer’s likelihood of scanning codes. In addition to ease of use there needs to be relevant incentives for consumers to be willing to scan QR codes and give personal information. Findings suggest that opportunity to receive a discount coupon, acquire more information about a product or an opportunity to give feedback about the product could work as incentives for scanning a QR code on a new product package. These were not however seen as strong incentives for giving personal information, indicating that stronger benefits are needed to motivate consumers. This study gives insight into the usability of QR codes, but the skewed demographic background of the respondents and limited findings related to incentives of giving personal information indicate that more research is needed on the topic.

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