Product Packaging & Consumer Buying Decision

project topic:   Product Packaging and the Effect on the Consumer Buying Decision

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Submit the final draft of the Semester Paper via this dropbox. As a reminder, the semester paper should be APA formatted and in Word format.

The deadline for submission is Sunday at 11:00 p.m.  You must use the template here:

WEEK 7 – FINAL PAPER TEMPLATE.docx

Summarize ten peer-reviewed articles that support your project and helped you get to the recommendations you prescribe.

What would I put directly under “Literature Review” – is something like this – The focus of the research project is on CRM   (just an example)   and over the past weeks a review of ten peer-reviewed articles were analyzed with dates from 1999 – 2019 around the topics of relationship marketing, customer loyalty, database marketing, and more.   Detail of the ten articles are summarized below…

GRADING RUBRIC BUOL733 – Marketing Management

Week 7 – Semester Project

Points Possible

Points Earned

This paper should be a minimum of 15-20 full pages (using zero point line spacing / double-spaced).  This paper should be completed using APA formatting (in-text citations and references) – attach in a word document – no PDF Files.

Follow all Written Assignment Expectations.

Submitted on time.  SafeAssign MUST be under 25%.

100

Introduction – The question or problem is introduced and the direction of the report is identified.

10

Sources – TEN NEW sources are utilized in preparation of the report of which 6 or more resources are peer reviewed Marketing scholarly journals.  These are sources that you have not used previously.  The student may also make use of other appropriate primary and secondary

sources of data.  Reference page and in-text citations must match 100%.   Only items cited in paper and that have a matching reference page credit count.

50

Subject headers used for organization in APA format – Content is organized in a manner that increases the readability and understandability of the report. Use template provided.  Answer all sections of the template.

10

Conclusion – The conclusions or recommendations are clearly stated and follow the report’s discussion.  Recommendations are significant and enhance the report’s impact.

10

APA format (1” margins, Times New Roman 12 font, double-spaced, and more)

20

Total

200

Running Head: Semester Paper 1

MARKETING 3

Product Packaging and the Effect on the Consumer Buying Decision

Student’s name

Institutional affiliation

Date 01/19/2020

Packaging is important in ensuring that a product sells out in the market and reaches the desired target. The way a product is packaged influenced the consumers buying decision which determines the market value of the product and its appreciation in the market. The consumers develop attachment to specific brands of products from how they are packaged and the need to utilize such bonds in coming up with improved packages increases their buying decisions (Ashraf, Naeem and Shahzadi, 2017). The enhancement of the bond through boosting the product makes the consumers of the product share and spread news to their friends and families that influences their decisions to buy the product. As a result, the consumer pool of the business on the product grows. The packaging of a product should be one characterized by an eye-catching feature or design to attract the consumers from far with their first impression (Imiru, 2017). This increases the chances that the consumers are likely to have bought the product before they even pick it.

The products that are designed and tailored to appear familiar with the consumer preferences is likely to be bought in large amounts. The consumers’ perception on the quality of the product is determined by the ability of the product to sustain injuries in shipping. The products that are securely packaged facilitate their prevention from breaking in shipping process that indicates the perception of quality to the consumers. The design of a product in the market help to facilitate its association using unique shapes, colors that most of the consumers can relate with. This helps in boosting the perceptions of quality in the eyes of the target consumers that is most likely to affect their buying decision (Lo, Tung and Huang, 2017). The consumers are able to create and develop trust in the organizations that design and package their products in secure ways encourage the consumer buying decisions.

References

Ashraf, M., Naeem, M., & Shahzadi, M. (2017). Impact of Branding on Consumer Buying Behavior: An Evidence of Footwear Industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(7), 592-603. Retrieved from http://hrmars.com/hrmars_papers/Impact_of_Branding_on_Consumer_Buying_Behavior.pdf

Imiru, G. A. (2017). The effect of packaging attributes on consumer buying decision behavior in major commercial cities in Ethiopia. International Journal of Marketing Studies, 9(6), 43-54. Retrieved from https://pdfs.semanticscholar.org/b622/20de8e2534dea5b7361321ff54784c6c41e8.pdf

Lo, S. C., Tung, J., & Huang, K. P. (2017). Customer perception and preference on product packaging. International Journal of Organizational Innovation, 9(3), 3-15. Retrieved from http://www.ijoi-online.org/extras/article/51/Final%20Issue%20January%202017%20-%20Section%20B.pdf#page=3