PATRICIO BERNEDO

The overall findings in the research from Phase One show that packaging attributes affect on consumer purchase intention as shown in Figure 4.5. In the literature review, consumer motivation and behaviour based on Maslow’s theory mentioned the hierarchy of consumer needs which includes the level of significance of human psychological and physical needs. Semi-structured interviews reflected in-depth insights of how consumers’ experience with packaging attributes as marketing tools and examines their views of the process of how packaging influence their purchase intentions (Silayoi & Speece, 2004). This research was also to identify consumers’ cognitive responses such as decision-making process and attention based on packaging visual attributes and product informational elements. The findings illustrated that the company used the fundamental requirements of home-fragranced products attributes such as colour, typography, graphics, shapes and also function, price and quality to influence consumer purchase intention and motivation.

Figure 4.5 Emergent themes from Phase One

PHASE ONE

FOCUS GROUP INTERVIEW

4.1.1.1 Operating existing packaging strategy, market scope and proficiency 4.1.1.2 Market segmentation for packaging success

4.1.1.3 Purpose of social media and website 4.1.1.4 Assisting product consumption 4.1.1.5 Product judgement and benefits

4.2.1.1 Packaging attributes arise the interests and concerns 4.2.1.2 Packaging elicit emotion attachment

4.2.1.3 Packaging influence product evaluation and enhance point of sale 4.2.1.4 Packaging attributes stimulate post-purchase emotions 4.2.1.5 Culture and lifestyles influence purchase intention

The findings concur with Aday & Yener (2014) where the product information and colour in packaging are significant to serve as cues of product-related information on consumers’ perception and expectation. The influence of packaging and shapes of product also have powerful impact on participants’ decision-making process and purchase behaviour. Therefore, it is significant that the marketer use the visually extrinsic elements such as shape as significant packaging attributes as marketing strategy to influence consumer product preferences and purchase behaviour as emphasised by Berkowitz (1987).

This preliminary research identified that consumer’s perception that lower price indicated lower quality can be developed by promoting the brands in the social media by providing information about the products. It is important for the company to boost the marketing strategies by offering the new product from an innovation of aesthetic value context. Delivering information about the innovation of the product can fulfil consumer needs and improve their lives. Consequently, it can change the consumer’s perception that a low price product can be a good value for money. The marketers need to be cognisant of product value propositions which have impact in improving the consumer’s lives and, thus, can build their trust towards the brands.

In Part Two; the findings demonstrate that the social media were a significant platform that allowed companies to interact and give product information to consumers directly and immediately. Social media strengthened the customer service of companies and created brand trustworthiness with consumers. Moreover, the companies were able to use the social media as a significant marketing strategy to increase consumer brand awareness.

Today, the social media become are popular because people can access the internet and get information easily. It is a significant tool for companies to recognise consumer habits and the latest trends and manufacture products that fit with their lifestyles and needs. In order to accomplish that, the marketers should use the social media to understand the consumer’s particular behaviour and seek the opportunities to develop their brand strategy. The companies can also engage with consumers to deal directly with problems that they face through customer service in the social media, thereby creating brand loyalty and trust. In this way consumers feel protected and valued when companies interact with them personally. The assistance and deliverance of information to fulfil the consumer’s requirements through excellent customer service can enhance the brand’s name and quality. At the same time it can boost sales and strengthen the position of the brands in the market.

The company also uses social media to communicate with the traders locally and globally to achieve success in international business. The trader website helps the companies to promote and offer the products directly with the local and international traders. It is significant for business strategy for the companies to reach out and engage with the international traders to foster the business growth and maintain the position in the market. The retail website is a significant medium for the company to increase brand awareness among the consumers in the most cost-effective way. All the promotions, offers, sales and introduction of new ranges of products can be done to reach consumers quickly in the social media through the company’s retail website, Facebook, Twitter, Instagram and e-mail subscriptions.

Moreover, the descriptions and visual appearance of packaging are significant to gain consumer’s attention and influence their purchase-intention behaviour. This research

shows that visual appearance of packaging attributes such as colours can also inspire consumers to purchase the products while product descriptions are useful as additional brand information to further motivate the consumer’s purchase intention.

CHAPTER 5 PHASE TWO (FOCUSED RESEARCH)