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The influence of verbal elements displayed on packaging: a study on chocolate bars

Heritier, Eva Stepak
Master thesis
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2942310.pdf (12.04Mb)
ONLINE QUESTIONAIRE IN FRENCH.pdf (1.280Mb)
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https://hdl.handle.net/11250/2823589
Utgivelsesdato
2021
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Samlinger
  • Master of Science [1116]
Sammendrag
Problem: Packaging plays an important role in consumers' purchase decisions.

Brands use packaging as a marketing and communication tool, to differentiate

themselves from the competition. In this way, consumers choose their product, and

as a consequence, it increases sales. Two types of elements displayed on packaging

have been identified and investigated in previous research: visual and verbal. This

research paper focuses on how the verbal elements of chocolate bar packages (i.e.,

brand’s speech, production country, cocoa origin, and cocoa percentage) influence

consumers’ intentions to choose.

Purpose: This study aims to analyze the influence of the verbal elements displayed

on the chocolate bar packaging on consumers’ intentions to choose.

Research and design: An online questionnaire was chosen to answer the research

problem and questions. The study is conducted on the French market and will

demonstrate how the verbal elements (i.e., brand’s speech, production country,

cocoa origin, and cocoa percentage) influence consumers’ intentions to choose.

Findings: The survey results (n = 27) will help better understand how supermarket

chocolate bars consumers' choice of products. Findings will benefit marketing

teams in the food industry, especially regarding Fast Moving Consumption Goods

(FMCG).

Keywords: packaging, verbal elements, consumers' purchase decisions, food

industry, fast-moving consumer goods.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021
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Handelshøyskolen BI

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