A view point of the vision & taste experience which the design of product & packaging：the study of brand-customer relationship in chocolate industry

• Main Authors: Cheng-Wei Chiu, 邱政瑋
• Other Authors: Hsin-Mei Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ydf23a

碩士 === 國立暨南國際大學 === 管理學院經營管理碩士學位學程碩士在職專班 === 102 === Due to the development of economic that promotes national income, it also changes people's values.People emphasize the quality of life and enjoy the food and change the consumption patterns . While the consumer spending, they not only focus on external feelings, but also start to pay attention to internal and formation of the“inner experience”.The formerly marketing model, in essence, mostly focuses on the product's functionality and efficiency gains with the emphasis on describing product features and find a competitive advantage to attract issued by consumers. But Pine II & Gilmore (1999) , they are two scholars and have different points. They now believe that economic development is entering a new area that the economic behavior of the core has been around on the stage of experience. The new trend becomes that it has already exceeded the way which sales of products and services offered. It also provides a variety of actuarial experience with precision design and intends to operate career as a stage performance. It wants to stay unforgettable memories in the minds of consumers. In the cycle of commodity sales, the packaging plays an important role. It was a symbol of brand and product . Chocolate industry through the packaging that gives the chocolate with soul and personality that instigates the consumer's taste buds. This research is to discuss the product and packaging design that gives consumer with the sense of visual and taste experience point based on Fournier’s preliminary model of brand relationship quality and its effect on relationship stability. The purpose of this study is to establish a brand relationship quality model with Taiwan handmate chocolate industry . We collect and conduct information with interviewing a case company to access the result as to how to improve competitiveness of Taiwan handmate chocolate brand. The results showed that: Chocolate business of packaging design and product presentation can stimulate consumers' visual and taste experience, thus positively affect the brand relationship quality and contributed to the stability of the relationship. Packaging design more sophisticated, overall texture better. Overall texture better, the consumer with the quality of products more certainly. The consumer with the quality of products more certainly, his satisfaction is also higher for brand evaluation. In terms of product presentation, consumers care about that the purity level of chocolate, chocolate amount, shape and color of the rich or not. If Taiwan handmate chocolate brand accord to consumer needs that designed chocolate products , it will be helpful to increase consumer’s satisfaction and establish a good brand relationship quality.