Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter
Today’s competitive climate in grocery stores makes it important for companies to differentiate their products from others. Companies choose to market their products with packaging as a strategy. We wanted to look further on how this strategy works and if it is beneficial. Therefore we found it inte...
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ftluleatu:oai:DiVA.org:ltu-48642 2023-05-15T17:09:11+02:00 Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter Danielsson, Matilda Lundqvist, Emelie 2011 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-48642 eng eng http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-48642 Local 612349c1-648e-4c49-bd06-1e7b514c18ea info:eu-repo/semantics/openAccess Social Behaviour Law marketing grocery store clutter brand promotion Samhälls- beteendevetenskap juridik Student thesis info:eu-repo/semantics/bachelorThesis text 2011 ftluleatu 2022-10-25T20:50:23Z Today’s competitive climate in grocery stores makes it important for companies to differentiate their products from others. Companies choose to market their products with packaging as a strategy. We wanted to look further on how this strategy works and if it is beneficial. Therefore we found it interesting to investigate how consumers select their items when shopping. The study has a qualitative approach and we have via two focus groups collected the data needed to accomplish this thesis. The focus groups were made with students currently attending Luleå University of Technology. The findings and conclusions indicated that a product picture is the main objective when communicating a promotional message to customers with packaging. There are several of studies and research made in the field of packaging, but there are limitations in the field of packaging and its connection to competitiveness. However it seems to be a big deal for consumers to feel attracted to a certain product, how the package is designed and what kind of feelings it associates. Validerat; 20110821 (anonymous) Bachelor Thesis Luleå Luleå Luleå Luleå University of Technology Publications (DiVA) |
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Open Polar |
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Luleå University of Technology Publications (DiVA) |
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ftluleatu |
language |
English |
topic |
Social Behaviour Law marketing grocery store clutter brand promotion Samhälls- beteendevetenskap juridik |
spellingShingle |
Social Behaviour Law marketing grocery store clutter brand promotion Samhälls- beteendevetenskap juridik Danielsson, Matilda Lundqvist, Emelie Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
topic_facet |
Social Behaviour Law marketing grocery store clutter brand promotion Samhälls- beteendevetenskap juridik |
description |
Today’s competitive climate in grocery stores makes it important for companies to differentiate their products from others. Companies choose to market their products with packaging as a strategy. We wanted to look further on how this strategy works and if it is beneficial. Therefore we found it interesting to investigate how consumers select their items when shopping. The study has a qualitative approach and we have via two focus groups collected the data needed to accomplish this thesis. The focus groups were made with students currently attending Luleå University of Technology. The findings and conclusions indicated that a product picture is the main objective when communicating a promotional message to customers with packaging. There are several of studies and research made in the field of packaging, but there are limitations in the field of packaging and its connection to competitiveness. However it seems to be a big deal for consumers to feel attracted to a certain product, how the package is designed and what kind of feelings it associates. Validerat; 20110821 (anonymous) |
format |
Bachelor Thesis |
author |
Danielsson, Matilda Lundqvist, Emelie |
author_facet |
Danielsson, Matilda Lundqvist, Emelie |
author_sort |
Danielsson, Matilda |
title |
Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
title_short |
Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
title_full |
Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
title_fullStr |
Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
title_full_unstemmed |
Packaging as a Competitive Advantage : How Companies can use Packaging as a Marketing Stimuli to Break trough the Clutter |
title_sort |
packaging as a competitive advantage : how companies can use packaging as a marketing stimuli to break trough the clutter |
publishDate |
2011 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-48642 |
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Luleå Luleå Luleå |
genre_facet |
Luleå Luleå Luleå |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-48642 Local 612349c1-648e-4c49-bd06-1e7b514c18ea |
op_rights |
info:eu-repo/semantics/openAccess |
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1766065153434976256 |