PACKAGING AS A BRAND COMMUNICATION VEHICLE
PACKAGING AS A BRAND COMMUNICATION VEHICLE:
CASE STUDY OF FAN MILK LIMITED, TAMALE
Thesis submitted to the Institute of Distance Learning,
Kwame Nkrumah University of Science and Technology,
Kumasi in partial fulfilment of the requirements for the award of Degree in
Commonwealth Executive Masters in Business Administration (CEMBA)
By
PATRICK AMOFA AMPONG
JUNE, 2011
1
DECLARATION
I hereby declare that this submission is my own work towards the Commonwealth
Executive Masters of Business Administration (CEMBA) and that, to the best of my knowledge, it contains no material previously published by another person nor material which has been accepted for the award of any other degree of the university, except where due acknowledgement has been made in the text.
Patrick Amofa Ampong (PG 3035609)
.........................
(Student Name & ID)
Signature
......................
Date
Certified by:
Prof. Steve Sobotie
(Supervisor)
...........................
.......................
Signature
Date
Certified by:
.............................
(Dean)
Signature
2
.......................
Date
ABSTRACT
In the ever increasing competition of today‟s global market the need for effective product promotion is crucial. In this environment the product packaging has come to play a more important role as a brand communication vehicle. Little research has been conducted within this area in Ghana and hence the purpose of this thesis was to examine how product packaging can be used as a brand communication vehicle.
Specifically, the study focused on how the design of the product package affects consumers‟ perception of the brand, the impact of packaging on consumers‟ attitudes towards unfamiliar brands, and the benefits consumers associate with brand‟s packaging. In this study, the theoretical and empirical literature on packaging and branding was reviewed. To achieve the objective of the study, data was collected through focus group interviews with male students and female
CASE STUDY OF FAN MILK LIMITED, TAMALE
Thesis submitted to the Institute of Distance Learning,
Kwame Nkrumah University of Science and Technology,
Kumasi in partial fulfilment of the requirements for the award of Degree in
Commonwealth Executive Masters in Business Administration (CEMBA)
By
PATRICK AMOFA AMPONG
JUNE, 2011
1
DECLARATION
I hereby declare that this submission is my own work towards the Commonwealth
Executive Masters of Business Administration (CEMBA) and that, to the best of my knowledge, it contains no material previously published by another person nor material which has been accepted for the award of any other degree of the university, except where due acknowledgement has been made in the text.
Patrick Amofa Ampong (PG 3035609)
.........................
(Student Name & ID)
Signature
......................
Date
Certified by:
Prof. Steve Sobotie
(Supervisor)
...........................
.......................
Signature
Date
Certified by:
.............................
(Dean)
Signature
2
.......................
Date
ABSTRACT
In the ever increasing competition of today‟s global market the need for effective product promotion is crucial. In this environment the product packaging has come to play a more important role as a brand communication vehicle. Little research has been conducted within this area in Ghana and hence the purpose of this thesis was to examine how product packaging can be used as a brand communication vehicle.
Specifically, the study focused on how the design of the product package affects consumers‟ perception of the brand, the impact of packaging on consumers‟ attitudes towards unfamiliar brands, and the benefits consumers associate with brand‟s packaging. In this study, the theoretical and empirical literature on packaging and branding was reviewed. To achieve the objective of the study, data was collected through focus group interviews with male students and female
References: Behaeghel, J. (1991) Brand Packaging - The Permanent Medium, Architecture Design and Technology Press, London Belch, G.E. & Belch, M.A. (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw-Hill Irwin, Boston, MA. Berkowitz, M. (1987) Product Shape as a Design Innovation Strategy, Journal of Product Innovation Management, Vol Bloch, P.J. (1995) Seeking the Ideal Form: Product Design and Consumer Response, Journal of Marketing, Vol Brassington, F. & Petit, S. (2000) Principles of marketing (2nd edition). Harlow, Financial Times Management Brown, M. (2001) Keeping up Appearances. Financial Management, Jul/Aug 2001, pp Connolly, A. & Davidson, L. (1996) How Design Affect Decisions at Point of Sale? Journal of Brand Management, Vol Cruden, T. (1989) A Change in Packaging Purchasing in a Wine and Spirits Company Danger, E.P. (1987) Selecting Colour for Packaging, Hants, England, Gower Technical Press Garber, L.L. (1995) The Package Appearance in Choice, Advances in Consumer Research, Vol Gershman, M. (1987) Packaging: Positioning Tool of the 1980s. Management Review, Vol Grimes, A. & Doole, I. (1998) Exploring the Relationship between Colour and International Branding: A Cross Cultural Comparison of the UK and Taiwan, Journal Grossman, R.P. & Wisenblit, J.Z. (1999) What We Know About Consumers‟ Colour Choices, Journal of Marketing Practice: Applied Marketing Science, Vol Prone, M. (1993) Package Design has Stronger ROI Potential than Many Believe, Marketing News, October, pp Sara, R. (1990) Packaging as a Retail Marketing Tool, International Journal of Physical Distribution & Logistics Management, Vol Underwood, R.L. & Klein, N.M. (2002) Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand, Journal of Wood, L. (2000) Brands and Brand Equity: Definition and Management.