Misleading or Guiding Packaging Design?

Lærke Brandt Hartmann-Andersen & Tanja Kjærulff Bonnesen

Student thesis: Master thesis

Abstract

The purpose of this master thesis is to contribute to the understanding of how packaging design influence the consumer’s perceived health and purity in regards to products within the personal care category. The thesis provides a research model which is suitable for investigating this issue. A literary review form the basis of the study. Four qualitative research methods have been used to obtain understanding of 1) the consumer perception of health and purity in regards to personal care products, 2) the influence of packaging stimuli on consumer perception of the health and purity of a product, 3) the influence of content color in a transparent packaging on consumer perception of the health and purity of a product, and 4) the influence of situational context on consumer perception of the health and purity of a product. Furthermore the concept of misleading information has been exposed through the applied methods. The authors present a framework suitable for further research. Two constructs of health and purity are identified: 1) “free from” products, and 2) “the green middle course”. Labels, colors, brands, claims, list of ingredients, and total product expression seems to influence consumer perception of health and purity of a personal care product. The content color in a transparent packaging does not seem to influence consumer perception, unless there is a strong discrepancy between the content color and the package design. Situational context, including in-store stimuli, influences purchase behavior, but not the consumer perception of the health and purity of a product. Information on packaging is misleading when a difference in orders of worth between consumer and manufacturer occurs. The consumer perception of the objectivity or subjectivity of a stimulus influence the risk of consumers being mislead. The data behind the analysis are limited to a specific segment, for which reason more research should be conducted in order to enhance the knowledge of consumer perception of healthy and pure personal care products.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2018
Number of pages248
SupervisorsJesper Clement