How Packing Affects the Product References of Customers in Soft Drink

• Main Authors: Fang-lian Chen, 陳芳蓮
• Other Authors: Gwo-guang Lee
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/62299339846692757787

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === The major points established in this thesis are: this study is a response to the insight for a better understanding of consumer behavior which, as viewed from the RFT perspec-tive that enhances those of other disciplines. The study can be of help to those in mar-keting who has an interest in particular marketing strategies adapted to consumer be-havior. Color design of soft drink packaging is a widely used marketing strategy, but little is known about the customer characteristics that effect its effectiveness. The current re-search contributes to the color literature by investigating the impact of regulatory focus on the perceived attractiveness of packaging color design. It is often claimed that product benefits (e.g., hedonic versus utilitarian) affects consumption behavior. However, just how good is the evidence in support of this claim, and what are the underlying product benefits principle of approaching? In two studies, we hypothesize and find support for the view that promotion fo-cused individuals perceive warm colors and hedonic benefit to be more attractive than prevention focused individuals, who are more likely to put relatively more emphasis on cool colors and hedonic benefit to performance and outcome. These findings support that self-regulatory focus effects in relation between customer choice and their buying intention preference, which in turn results in significant differences in attitudes emerged (e.g., individuals' goal orientation) toward colors and product benefits.