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Ksenia Polyakova Packaging design as a Marketing tool and Desire to purchase, 72 pages, 2 appendices Saimaa University of Applied Science Faculty of Business Administration, Lappeenranta Degree Programme in International Business Bachelor’s Thesis 2013 Instructor: Mr. Riku Hytönen Senior Lecturer, Saimaa University of Applied Sciences The purpose of the study was to examine the consumer perception on different design elements of a milk package and to provide essential information for the companies about the consumer attraction and importance of design attributes from the consumer point of view. The theoretical framework was based on the secondary data (articles and books) and included core concepts of packaging, packaging design, consumer behavior, consumer perception, and consumer attraction. The mixed method was selected for acquiring and analyzing the research results. Quantitative data was collected from 30 questionnaire responses and was analyzed with the computer program Excel. Qualitative data was obtained from two interviews conducted with the companies, Valio Ltd and Tetra Pak Ltd. The results of the study revealed the importance of packaging design in consumer buying behavior. By examining the consumer perception, it was found out that packaging design elements such as graphics, color, and product information play a key role in decision making and ensure consumer’s attention. Based on the findings, it was defined that successful milk packaging design could be created by the cooperation between the consumer and the company. Further research could investigate other product packages’ design elements.
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