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Titre : |
The influence of packaging’s colour on consumer perception about product healthiness |
Type de document : |
Mémoire |
Auteurs : |
Laura COLOMER, Auteur |
Année de publication : |
2019 |
Importance : |
23 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management AGROALIMENTAIRE SECTEUR ; EMBALLAGE ; MARKETING STRATEGIQUE ; SANTE
|
Résumé : |
Based on evidence that colour can influence the perception of the consumer, the trend of healthiness that increase in marketing and the existing researches, this study aims to determine how the packaging colour can influence the consumer perception about the healthiness of a product. Our hypothesis is that green and neutral colour can be perceived healthier than classical ones, and permits to give an advantage for the product differentiation. To analyse this research question, a survey was done with 90 respondents. It was divided between three groups seeing one juice fruit packaging. One was orange, one was green and one had neutral colour. This survey confirms that green and neutral colours are perceived healthier than a classical one in a consumer mind. Also, this study tries to understand the healthiness trend by analysing if the exposure to colours that evokes the healthiness could encourage consumers to choose a healthy product. The results was not enough significant to declare that both are linked. Finally, the main contribution of this paper is to aware marketers about colour’s meanings and their use in an healthiness issue because consumers are more attentive to the list of ingredients and to avoid green-washing products. |
Note de contenu : |
Bibliographie p. 21-23 |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494619 |
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