Advertisement

Every Day for an Active Self-promotion: The Dialogue Between the Shower Gel Packaging on the Shelf of a Point of Sale and the Consumer

  • Mu-Chien ChouEmail author
  • Weng-Kit Chong
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9741)

Abstract

When a consumer walks into a point of purchase, their eyes start to search for the product they want. This study aims to investigate into the applications of the signs on shower gel package. For the mainstream applications, we have the following findings: In terms of packaging shape, press type is the mainstream of bottle head, while the body is largely rectangular solid. In terms of color, white is the mainstream. For the text on the package, we have at least six types of major text information, such as brand name, skin improvement effect, ingredient, aroma, attribute and volume. For text presentation, original characters are the mainstream. For packaging patterns, plant is the mainstream application, and realistic depiction is another mainstream in their presentation. In terms of packaging material, shower gel bottles are mainly made of non-transparent plastics. In this study, we have conducted a more extensive research, analyzing the applications of signs on the shower gel package in the market, and will make them available to designers or marketers as a reference.

Keywords

Shower gel Packaging design Consumption-related sign 

References

  1. 1.
    Majumdar, R.: Product Management in India. Prentice-Hall, New Delhi (2007)Google Scholar
  2. 2.
    Groothedde, B., Ruijgrok, C., Tavasszy, L.: Towards collaborative, intermodal hub networks: a case study in the fast moving consumer goods market. Transp. Res. Part E: Logistics Transp. Rev. 41(6), 567–583 (2005)CrossRefGoogle Scholar
  3. 3.
    Ho, T.-C.: An Analysis of Taiwan’s Consuming Power in 2012 from Trendgo+ Market Research Database (2013). http://life.trendgo.com.tw/epaper/5548. [in Chinese, semantic translation]
  4. 4.
    Creusen, M.E., Schoormans, J.P.: The different roles of product appearance in consumer choice. J. Prod. Innov. Manag. 22(1), 63–81 (2005)CrossRefGoogle Scholar
  5. 5.
    Wang, R.W.Y., Chou, M.C.: Differentiation in the arched surface of packaging: its influence on the findability of logo typography displays. Displays 32(1), 24–34 (2011)MathSciNetCrossRefGoogle Scholar
  6. 6.
    Underwood, R.L., Klein, N.M., Burke, R.R.: Packaging communication: attentional effects of product imagery. J. Prod. Brand Manag. 10(7), 403–422 (2001)CrossRefGoogle Scholar
  7. 7.
    Armstrong, G., Kotler, P.: Marketing: An Introduction, 12th edn. Pearson Education, Boston (2014)Google Scholar
  8. 8.
    Stahlberg, M., Maila, V.: Shopper Marketing: How to Increase Purchase Decisions at the Point of Sale, 2nd edn. Kogan Page Publishers, London (2012)Google Scholar
  9. 9.
    Solomon, M.R., Marshall, G.W., Stuart, E.W.: Marketing Real People Real Choices, 7th edn. Prentice Hall, Boston (2011)Google Scholar
  10. 10.
    Clement, J.: Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. J. Mark. Manag. 23(9–10), 917–928 (2007)CrossRefGoogle Scholar
  11. 11.
    Poturak, M.: Influence of product packaging on purchase decisions. Eur. J. Soc. Hum. Sci. 3(3), 144–150 (2014)Google Scholar
  12. 12.
    Vazquez, D., Bruce, M., Studd, R.: A case study exploring the packaging design management process within a UK food retailer. Brit. Food J. 105(9), 602–617 (2003)CrossRefGoogle Scholar
  13. 13.
    Chou, M.C., Wang, R.W.Y.: Displayability: an assessment of differentiation design for the findability of bottle packaging. Displays 33(3), 146–156 (2012)CrossRefGoogle Scholar
  14. 14.
    Loken, B., Ward, J.: Alternative approaches to understanding the determinants of typicality. J. Consum. Res. 17(2), 111–126 (1990)CrossRefGoogle Scholar
  15. 15.
    Barber, N., Almanza, B.A.: Influence of wine packaging on consumers’ decision to purchase. J. Foodservice Bus. Rese. 9(4), 83–98 (2007)CrossRefGoogle Scholar
  16. 16.
    Prendergast, G., Pitt, L.: Packaging, marketing, logistics and the environment: are there trade-offs? Int. J. Phys. Distrib. Logistics Manag. 26(6), 60–72 (1996)CrossRefGoogle Scholar
  17. 17.
    Dyllick, T.: Ecological marketing strategy for toni yogurts in Switzerland. J. Bus. Ethics 8(8), 657–662 (1989)CrossRefGoogle Scholar
  18. 18.
    Robertson, G.L.: Good and bad packaging: who decides? Int. J. Phys. Distrib. Logistics Manag. 20(8), 37–40 (1990)CrossRefGoogle Scholar
  19. 19.
    Simms, C., Trott, P.: Packaging development: a conceptual framework for identifying new product opportunities. Mark. Theor. 10(4), 397–415 (2010)CrossRefGoogle Scholar
  20. 20.
    Sara, R.: Packaging as a retail marketing tool. Int. J. Phys. Distrib. Logistics Manag. 20(8), 29–30 (1990)CrossRefGoogle Scholar
  21. 21.
    Chaudhary, S.: The role of packaging in consumer’s perception of product quality. Int. J. Manag. Soc. Sci. Res. 3(3), 17–21 (2014)MathSciNetGoogle Scholar
  22. 22.
    Sinnett, S., Spence, C., Soto-Faraco, S.: Visual dominance and attention: the colavita effect revisited. Percept. Psychophys. 69(5), 673–686 (2007)CrossRefGoogle Scholar
  23. 23.
    Chou, M.C., Wang, R.W.Y.: The findability of food package design: what can catch your eye? Bull. Japan. Soc. Sci. Des. 59(3), 11–20 (2012)Google Scholar
  24. 24.
    Rigaux-Bricmont, B.: Influences of brand name and packaging on perceived quality. Adv. Consum. Res. 9(1), 472–477 (1982)Google Scholar
  25. 25.
    Ares, G., Deliza, R.: Studying the influence of package shape and colour on consumer expectations of milk desserts using word association and conjoint analysis. Food Qual. Prefer. 21(8), 930–937 (2010)CrossRefGoogle Scholar
  26. 26.
    Rebollar, R., Lidón, I., Serrano, A., Martín, J., Fernández, M.J.: Influence of chewing gum packaging design on consumer expectation and willingness to buy. An analysis of functional, sensory and experience attributes. Food Qual. Prefer. 24(1), 162–170 (2012)CrossRefGoogle Scholar
  27. 27.
    Hall, S.: This Means This, This Means That: A User’s Guide to Semiotics, 2nd edn. Laurence King, London (2012)Google Scholar
  28. 28.
    Fiske, J.: Introduction to Communication Studies, 2nd edn. Routledge, London (2010)Google Scholar
  29. 29.
    Culler, J.: Ferdinand de Saussure. Cornell University Press, New York (1986)Google Scholar
  30. 30.
    Silayoi, P., Speece, M.: Packaging and purchase decisions: an exploratory study on the impact of involvement level and time pressure. Brit. Food J. 106(8), 607–628 (2004)CrossRefGoogle Scholar
  31. 31.
    Smith, P.R., Taylor, J.: Marketing Communications: An Integrated Approach, 4th edn. Kogan Page, London (2004)Google Scholar
  32. 32.
    Ampuero, O., Vila, N.: Consumer perceptions of product packaging. J. Consum. Mark. 23(2), 100–112 (2006)CrossRefGoogle Scholar
  33. 33.
    Vila, N., Ampuero, O.: The role of packaging in positioning an orange juice. J. Food Prod. Mark. 13(3), 21–48 (2007)CrossRefGoogle Scholar
  34. 34.
    Kuvykaite, R., Dovaliene, A., Navickiene, L.: Impact of package elements on consumer’s purchase decision. Econ. Manag. 14, 441–447 (2009)Google Scholar
  35. 35.
    Adam, M.A., Ali, K.: Impact of visual packaging elements of packaged milk on consumers buying behavior. Interdisc. J. Contemp. Res. Bus. 5(11), 118–160 (2014)Google Scholar
  36. 36.
    TrendGo Consultant Co., Ltd.: Trendgo+’s Annual Survey on Taiwan’s Consumer Life: Personal Cleaning Supplies – Shower Gel. New Taipei City, Taiwan (R.O.C.), TrendGo Consultant Co., Ltd. (2014). [in Chinese, semantic translation]Google Scholar
  37. 37.
    Pollster Online Market Survey: Pollster Biweekly Survey on Personal Bathing Habit and Consumer Behavior (2015). . http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=2707. [in Chinese, semantic translation]
  38. 38.
    Wang, R.W.Y., Sun, C.-H.: Analysis of interrelations between bottle shape and food taste. In: Design Research Society-International Conference 2006, drs2006_0054, Lisbon, Portugal (2006)Google Scholar
  39. 39.
    Chang, Z.-H., Huang, Y.-C., Chen, J.-H.: The theoretical discussion and validation of color preference in gender. J. Commercial Des. 15, 57–76 (2011). [in Chinese]Google Scholar
  40. 40.
    Thomas, A., Pickering, G.: The importance of wine label information. Int. J. Wine Mark. 15(2), 58–74 (2003)CrossRefGoogle Scholar
  41. 41.
    Siegrist, M., Leins-Hess, R., Keller, C.: Which front-of-pack nutrition label is the most efficient one? The results of an eye-tracker study. Food Qual. Prefer. 39, 183–190 (2015)CrossRefGoogle Scholar
  42. 42.
    Wu, J.-Y.: A study on emotion dimensions and event-related potential by packaging pictorial characters. Unpublished Master’s thesis, in Department of Industrial and Commercial Design., National Taiwan University of Science and Technology, Taipei City, Taiwan (R.O.C.) (2008). [in Chinese]Google Scholar
  43. 43.
    Meyer, R.P., Laveson J.I.: An experience-judgement approach to tactical flight training. In: Proceedings of the Human Factors and Ergonomics Society Annual Meeting. Sage Publications (1981)Google Scholar
  44. 44.
    Vilnai-Yavetz, I., Koren, R.: Cutting through the clutter: purchase intentions as a function of packaging instrumentality, aesthetics, and symbolism. Int. Rev. Retail Distrib. Consum. Res. 23(4), 394–417 (2013)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Bio-Industry Communication and DevelopmentNational Taiwan UniversityTaipeiTaiwan, ROC

Personalised recommendations