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UM E-Theses Collection (澳門大學電子學位論文庫)

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Title

How different package design tools influence young consumers' product purchase intention

English Abstract

The focus of the study is on understanding how different package design tools influence young consumers‟ product liking and purchase intention. In addressing this problematic, the study examines how color and typeface influence young consumers‟ product liking and purchase intention through two studies, which aim to examine the purchasing experience of young consumers in Macau about the existing but unfamiliar branded utilitarian product (bottled water) and hedonic product (bottled beer).The research finding shows that both color and typeface have a significant influence on product liking and purchase intention on individual product. The result also illustrates the existence of interactive effect between product type and typeface, and product type and color. The finding implies that when designing a product targeting at the young consumers market, the visual features and symbolic meanings behind the design tools need to be considered with discretion in order to enhance the consumers‟ awareness of products, particularly in increasing their liking and purchase intention on the products.

Issue date

2014

Author

Lou, Ka Ieng

Faculty

Faculty of Business Administration

Degree

M.B.A.

Subject

Selling -- Packaging

Young consumers

Consumption (Economics)

Marketing & Strategic Management -- Department of Management and Marketing

Supervisor

Liu, Ting Chi

Files In This Item

Full-text (Intranet)

Location
1/F Zone C
Library URL
991008712839706306