The influence of verbal elements displayed on packaging: a study on chocolate bars
Abstract
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.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2021