Under the influence : How primary packaging of clear spirits affects purchase decisions
Björkroth, Jonathan (2021)
Björkroth, Jonathan
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021051830478
https://urn.fi/URN:NBN:fi-fe2021051830478
Tiivistelmä
The appearance of the primary packaging has become one of the most influential means of communication and persuasion in trade. No matter if purchase decisions are made long before entering a store or only when examining the assortment, the store shelf is the last point to persuade a consumer to pick your product. The competition on store shelves is tough and one of the essential ways to survive in this competition is having a well-designed primary packaging.
The purpose of this Master’s thesis is to explore the impact primary packaging of vodka and gin has on the perceptions and decision-making of Finnish consumers. A qualitative study based on semi-structured interviews was conducted to gain insight into the topic. Seven Finnish consumers of vodka and gin participated in the research conducted online using video-communication services. The interviews were based on a 34-question long interview guide, including questions where the informants analyzed their behavior and evaluated primary packaging elements. Five research questions were developed to guide the study process.
The results from the research validate the importance primary packaging plays in the attraction and persuasion of consumers. The findings show that Finnish consumers are greatly influenced by the primary packaging of vodka and gin no matter the reason for the purchase. Packaging shape, bottle material, and color are the three elements with the greatest impact on quality perceptions and purchase decision-making. Finnish consumers seem to appreciate uniqueness if the primary packaging conforms with the norms of the product segment in question. Having a bottle made of glass instead of plastic was found to be the clear sole element affecting consumers’ perceptions of product quality and acceptable price, whereas other raw materials play a significantly smaller role.
The purpose of this Master’s thesis is to explore the impact primary packaging of vodka and gin has on the perceptions and decision-making of Finnish consumers. A qualitative study based on semi-structured interviews was conducted to gain insight into the topic. Seven Finnish consumers of vodka and gin participated in the research conducted online using video-communication services. The interviews were based on a 34-question long interview guide, including questions where the informants analyzed their behavior and evaluated primary packaging elements. Five research questions were developed to guide the study process.
The results from the research validate the importance primary packaging plays in the attraction and persuasion of consumers. The findings show that Finnish consumers are greatly influenced by the primary packaging of vodka and gin no matter the reason for the purchase. Packaging shape, bottle material, and color are the three elements with the greatest impact on quality perceptions and purchase decision-making. Finnish consumers seem to appreciate uniqueness if the primary packaging conforms with the norms of the product segment in question. Having a bottle made of glass instead of plastic was found to be the clear sole element affecting consumers’ perceptions of product quality and acceptable price, whereas other raw materials play a significantly smaller role.