Whispers of the Package
A Study on the influence of Packaging on Brand Image
with Personality as a Moderator
UNIVERSITY OF AMSTERDAM
Amsterdam Business School Bachelor Economics and Business Specialization: Business Administration
BSc Thesis by Haniefa Abdoelbasier
10439692
Supervisor: Toon Meulemans
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Statement of Originality
This document is written by Student Haniefa Abdoelbasier who declares to take full responsibility for the contents of this document. I declare that the text and the work presented in this document is original and that no sources other than those mentioned in the text and its references have been used in creating it. The faculty of Economics and Business is responsible solely for the supervision of completion of the work, not for the contents. 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
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Acknowledgement
This thesis is the last theoretical part before completing my study towards the Bachelor degree in Economics and Business. This study gave me a deeper insight into the area of product packaging as well as branding. While this experience has been challenging, I have learned a lot about this topic. This thesis could not have been completed without the support and encouragement of so many people. I would like to thank my supervisor, Toon Meulemans, who supported me with his advice and expertise throughout the entire process. I would also like to thank the participants for their contribution to my study by sharing their thoughts and feelings. Especially, I would like to thank my friends and family for being there for me over the past weeks.
Amsterdam, June 2017 H. Abdoelbasier 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
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Abstract
Nowadays consumers are confronted with a wide range of products in stores or online. When deciding which product to choose, what do the consumers find important? And if they don’t know the product what influence does the package have on their image of the brand. Brands need a way to make their selves exclusive and attractive for consumers. Product packaging is used as a tool for the communication of the marketing strategies. This study examines the influence of packaging on brand image, and if personality plays a moderating role in this relationship. In order to gain deeper understanding of these relationships, a quantitative research was pursued. With online questionnaires executed in the Netherlands, the
responses were in total N=76. Regression analysis has showed that packaging elements were not significantly related to brand image and that personality does not significantly moderate the relationship between packaging and brand image.
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Table of Contents
Abstract……….4 1. Introduction ………..6 2. Literature Review………9 2.1 Elements of Packaging……….9 2.2 Brand Image ………..12 2.3 Personality by Big 5 ……….15 2.4 Relationships ………...20 3. Conceptual Framework………...22 4. Methodology……….23 4.1 Research Design………..234.2 Sample and Data Collection………...24
4.3 Measures………..24
4.4 Data Analysis………..26
4.5 Assumptions of the Model………26
5. Results ………..27 5.1 Descriptive Statistics ………..27 5.2 Correlations………27 5.3 Regressions……….28 5.3.1 Direct relationships ………..28 5.3.2 Interaction Effect……….…28 6. Discussion ………...30
6.1 Analysis results and theoretical implications………..30
6.2 Limitations and directions for further research……….31
6.3 Practical Implications ………..32
7. Conclusion………...33
Reference List ………...34
Appendix-A………..40
6 1. Introduction
In the history, brand marketers have invested in consumer research to create messages and promotions as a tool (Hlavinka & Gomez, 2007). Nowadays, consumers have tons of products to choose from and this makes it harder for brands to distinguish themselves from other brands. Packaging can be one of the tools to give brands uniqueness in order to obtain the attention of consumers. The role of packaging has shifted due to the increase of self-service and the change in consumer’s lifestyle. Packages were created with the purpose of protecting the product inside it. Nowadays packaging provides three basic functions: the logistic
function, the commercial function and the environmental function (Rundh, 2013). The first function means the package has to provide protection when distributed. The second function means it transports the message that can be given with the package, it’s a communication tool. Lastly, the environmental function means how the package can be used in the recycling process and reutilization. Next to the basic functions, packaging provides a lot more for consumers and brands. It provides a unique value to products (Underwood, Klein & Burke, 2001), gives consumers multiple options to choose from stimulating the buying behavior (Wells, Farley & Armstrong, 2007) and attracts consumer’s attention to influence their perceptions about brand and product (Rundh, 2005). This concludes that the package plays an important role in marketing and in connecting with the consumer. Therefore, research about packaging is a crucial necessity, especially because the literature disagrees about how the elements of a package should be defined.
When influences of packaging for companies are mentioned, different possibilities come across. There has been research done within this topic for example, about the
relationship between packages and consumer’s purchase decisions (Underwood et al. 2001) and packaging influencing the perception of consumers (House, Kim, Gao & Rampersaud, 2011). Agariya, Johari, Sharma, Chandraul & Singh (2012) explained that packages can help the brands get more publicity. They stated that a visible and recognizable package can help the consumer find the product or brand, and even prevent them from choosing for other brands. This means that packaging can be a tool for developing a certain brand image that consumers have when looking at a product. On top of that, product packaging that causes consumers to engage with the brand, are more likely motivated to purchase that product. (Underwood et al., 2001). Likewise, Young (2008) stated that the convenience and ease when
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using a product, can increase customer satisfaction, which will lead to brand loyalty and preference. In general, the consumer’s perception of a brand, or the brand image, is influenced by the consumer’s interaction with the product (Underwood, 2003). And this interaction can be created by using the right package.
As above mentioned, consumers frequently engage with brands. A product or brand can be important to them when making a statement about their personality. This element of personality is another part of consumer brand image. Where personality was a subject area mainly for psychology, within marketing it finds increasing relevance in the last couple of years (Schifmann & Kanuk, 2010; Solomon, Russell-Bennett & Previte, 2012). Personality, by using the Myers-Briggs Type Indicator (MBTI), has been examined by Shank and Langmeyer (1994) to determine whether personality can influence the perception that consumers have of a certain brand. Next to this personality model, a more frequently used model is the Big Five. In a research of Quintelier (2014) the relationship between the 5 personality traits and consumer behavior has been investigated. Another article of Udo-Imeh (2015) has
researched the influence of personality on consumer buying behavior. Where the personality was defined in the Big Five personality traits: agreeableness, extraversion, openness to experience, conscientiousness and neuroticism. 323 undergraduate students were drawn from universities. The study showed that personality significantly influences buying behavior and that the trait agreeableness was the strongest predictor as a variable. Furthermore, neuroticism came out as the weakest predictor as a variable. Lastly, the study concluded that the socio-demographic variables play a moderating role in on the influence of personality on consumer buying behavior.
Based on these variables and research, this thesis will execute a research to discover the moderating role of personality of the consumer. As above mentioned the relationship between package and consumer brand image has already been examined. In this thesis, the aim will be on personality as a moderator in this relationship. This can contribute in
developing packages that fit a certain personality trait, which can be easily determined nowadays through big data. In terms of marketing strategies, the links between personality, packaging and brand image can provide brands a new tool. The research problem can be described as the following question:
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What elements of a package significantly influence consumer brand image and how does personality moderate this relationship?
Objectives of this study:
• Defining the elements of a package
• Examining the influence of a package, per element, on consumer brand image • Examining if personality moderates the relationship between a package and
consumer brand image
• To identify which elements to emphasize when designing a package to fully respond on the personality-factor
9 2. Literature review
To answer the main research question, it is important to clarify the most important
definitions in this thesis. The next section contains the explanation of packaging, consumer brand image and the personality. Furthermore, the relationships between the variables will be hypothesized.
2.1 Elements of packaging
People make up their minds within 90 seconds of their initial interaction with people or products (Singh, 2006). 62-90 percent is based on color alone and determines the influence of packages on consumers. Package provides a unique value to products (Underwood et al., 2001), gives consumers multiple options to choose from stimulating the buying behavior (Wells et al., 2007) and attracts consumer’s attention to influence their perceptions about brand and product (Rundh, 2005). With this information, managers can target consumers by using packaging as a tool. But what elements should a package contain to influence the consumers? This is where the literature can differ from one another.
When discussing packaging Olson and Jacoby (1972) state that packaging is merely related to the product, but definitely not a part of it. However, opposites disagree and consider packaging to be a part of the product and the packaging can be an intrinsic or an extrinsic attribute of the product (Evans & Berman, 1992;Zeithaml, 1988). Underwood (2003) furthermore claims that the experiential and functional benefits are as equally important as the symbolic meaning of a package.
Kotler (2009) defines packaging as "all the activities of designing and producing the container for a product” and according to him there are six elements that form a package: size, form, material, color, text and brand. Similarly, Kuvykaite, Dovaliene and Navickiene (2009) state that producers and designers should consider the elements of form, size, color, graphics, material and flavor. Likewise, Agariya et al. (2012) distinguish the elements by two categories: visual (graphic, size, color, material) and verbal (producer, brand, country-of-origin, product information).
Colors and graphics are highly noticeable elements and are regarded as the most important ones when deciding within low involvement products (Silayoi & Speece, 2007). And when individuals experience colors, they do this on three levels (Hyams, Treems,
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Etienne, Weiner, MacGilpin, Hine & Burke, 1995). A physiological level, these are universal. A cultural level, which means that the associations with the colors differ per culture. Lastly, the associational level is developed by marketers through the ages, where it can be anticipated which colors consumers prefer for specific categories of products.
The graphics of a package contain the text, layout, logos and use of photography according to Underwood et al. (2001). The element of graphics means this is the overall image of the package. When Underwood and Klein (2002) performed a study on product pictures, it resulted in the believe that product pictures can change a consumer’s beliefs about a certain brand. These pictures lead to better evaluations about a certain brand and the package containing it.
A third visual element of a package is the shape, which can have an even stronger impact than changing the graphic design. The element of size can be differently attractive for different consumers.
Lastly the element materials is the last visual element of packaging. In the beginning materials were used in the natural forms to mainly protect the product. In the 19th century
iron and tin plated steel were used to make cans. Nowadays, materials can also provide as a tool to create a certain image or feeling that comes along with the brand.
When looking at the verbal element of packaging, or also the informative one, it is a tool to directly explain the product and it’s beneficiaries. Agariya et al. (2012) included the product name, product information, brand name, brand producer, country-of-origin and user’s manual or descriptions as a part of the communication that can be achieved with verbal elements.
According to Silayoi and Speece (2007) a package of a product should have enough shelf impact to stand out of the other products that are competing with it. The package itself should draw the attention of the consumer (Agariya et al., 2012). This means that according to these articles the visual elements of the package have enough impact for the product to be chosen by the consumer. Young (2010) stated that if a package creates enough visibility on the shelf, this can lead to an increase of sales of the product. Individuals respond psychologically on colors (Underwood et al., 2001; Hyams et al., 1995). Pictures also play a big role and in a study of Underwood and Klein (2002) it appeared that consumers had a
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better evaluation of the brand and the package when it included product pictures.
Furthermore, the shape of a package can transfer quality, taste and heritage (Young, 2004). However, when consumers are under time pressure they will be stronger influenced by visual elements, but when choosing a product from the high involvement products, visual elements become less influencing (Silayoi & Speece, 2007).
In a study of Renaud (2007) the influence of Eco-labeling on Consumer Behavior was tested. The main objective of the study was to find out what the relative importance of labeling in packaging was compared to other attributes of the product, like price. What was further analyzed was if importance of labeling in product packaging and the other attributes differed between product groups. The most important result that was conducted in this research was the willingness of the consumer to pay for packaging that was energy efficient products.
In the same year, Broadbridge and Morgan (2007) studied the relationship between consumer buying behavior and perception towards brands of baby products. A mixed research was conducted, by using quantitative and qualitative research techniques. The population was defined as ‘parents of children under the age of five who use baby products’. The research examined consumer perceptions and buying behavior of baby care products. The results of this research were to indicate that consumers need to feel confident with the product and assured that the performance of the product is relatable to the reliability of the package.
Packaging has a great effect on the purchase of dairy products. This was the conclusion made by Hysen and Mensur (2008) in their research about consumer buying behavior related to dairy products. The research was conducted with 304 interviews of respondents in Kosovo. The perception of consumers about the dairy products was conducted by using variables such as: habits, trust, and package. Ulrich Orth (2009) also investigated the elements of packaging that can provide as a resource for the construction of brand identity. The research was aimed to generalize some guidelines and providing
strategies for managing strategic brand impressions. In this case it was namely brand identity created by the wine packaging design.
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According to these researches packaging is an important aspect in marketing and tools of marketing communication. Influences of packaging on consumer buying behavior and purchase decisions have been assumed. The influence on brand image and identity of
products was also hypothesized. These elements of packaging will be further discussed in relation to consumer brand image and personality.
2.2 Consumer Brand Image
Knox (2000) state that a brand is a feature (name, term, design etc.) that distinct one seller from the other seller. A brand is in these words, an exclusive characteristic that producers have. This means that a brand is not a product, argued by Kapferer (1992) that a product gives meaning and is the essence of a product. In agreement with this, a brand is a complex symbol and represents variating ideas and attributes (Gardner & Levy, 1955, p.3). This extension of the brand’s meaning is created and essential since theories tried to explain why consumers choose a particular brand instead of any other brand.
In the article of Kavaratsiz and Ashworth (2005) brand image is one of the three elements that combine a brand. Next to brand image, the other two elements are: brand identity and brand positioning.
Figure 1: Brand Construct
Source: Kavaratsiz & Ashworth (2005)
Brand Positioning
That part of the value proposition communicated to a target group that demonstrates competitive advantage
Brand Image
How the brand is perceived
Brand Identity
How the owners want the brand to be perceived
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In the article of De Chernatony and Dall’Olmo Riley (1998) the three components of figure 1 are explained. Brand identity is what the brand owners want a consumer to experience with emotional, experiential, social and symbolic values. When brand owners are making use of the marketing mix to communicate the brand’s position in order to gain a competitive advantage, it’s called brand positioning. Brand image stands for the perceptions that are consistent with the self-images, and their emotional functional needs that consumers have regarding to the brand. It is a set of ideas, attitudes and feelings that consumers have about a brand and was first noted by Gardner and Levy in 1955. De Chernatony and Dall’Olmo Riley (1998) further elaborate that when the gaps between brand identity and brand image should be closed, it’s important to monitor the consumer’s perceptions of the brand and ensure brand consistency at all touch points, points where the consumer interact with the brand and company.
Gardner and Levy (1955) were one of the first ones to clarify that the image of a brand is a crucial factor in the consumer’s purchase decision. Greater awareness about the social and psychological nature of products is required according to the article, in order to discover and understand why or how consumers have preferences for certain brands. Moreover, they state that the set of feelings, ideas and attitudes that consumers have about brands can determine whether which brand is regarded as appropriate and which one was chosen.
In an article of Christensen and Askegaard (2001) the importance of a strong brand is clearly associated with specific benefits for the organization, like for example attracting high-quality employees. The importance of a strong brand is also valuable according to Le Pla and Parker (2002). In their article they deepen further on the benefits of having a strong brand. Higher margins deeper customer loyalty and higher success rates with new products were mentioned. The focus is therefore not only on the top management, but are benefits for the company as a whole.
With regard to the brand image, it can be explained as how customers perceive the brand. Riezebos (2003, p.66) created a model, where the process of certain factors are associated with brand image. There are three different inductive processes: the marketing
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communication, the consumption experiences and social influence. These processes are shown in figure 2.
Figure 2: The process of inductive inference on brand image
Source: Riezebos (2003, p.66)
In the article of Riezebos (2003, p.66) the three aspects are explained. The marketing
communication is an aspect that the company can fully control. It is a way to implement and express their brand identity. Marketing communication gives the company the possibility to modify the consumers brand image and steer it in the direction of the brand identity. In this way, the brand identity and brand image are as congruent as possible. The second aspect, the consumption experience, plays a vital role in the forming of the image with the
consumer. Therefore, the marketing communication and the consumption experience should be in line with each other according to the article. What the consumer expects to obtain when influences by the marketing communication, should also be obtained in the
consumption experience. If this is not the case, the image of the consumer about the brand can not only be changed, but also worsened. The last aspect that influences the consumers in their brand image are social influences. Word of mouth is a powerful, however difficult to control, tool that is produced by opinions and statements of people. Consumers are
influenced by this aspect and can create a brand image before even seeing or consuming the product.
According to these researches and models there are a few factors that combine in creating the brand image. A few aspect like the marketing and the experience can be managed and controlled. On the other hand, social influences is an aspect that is hard to
Marketing Communication
Consumption Experiences
Social Influences
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control. In this thesis the marketing aspect is further deepened by focusing on using packages as a marketing tool when creating the brand image within consumers.
2.3 Personality by Big Five
Theories in psychology often examine people in different ways and how they distinguish themselves from one another, based on for example ethical values, personality, personal experiences and intelligence. Multiple theories have been developed in order to investigate the consistent tendencies in personality and represent this variety in personal individual differences. There are different ways that can be approached to the studying of personality (Udo-Imeh, 2015). In this article the following definitions and explanations for the theories were given. First of all, there is the Psychoanalytic Theory. This theory describes human personality in terms of interplaying with three theoretical constructs: the id, the superego and the ego. The second theory is the Neo-Freudian Theory, which is based on the followers of Freud. The influence on personality is according to them more in the social environment than the biological drives. The Behavioral Theory is the third theory in this article and
suggests that the interaction between the individual and the environment forms the base of the personality. The Humanistic Theory is the fourth theory and emphasizes the freewill, creativity and individuals striving to achieve their full potential. Abraham Maslow with his hierarchical theory of needs fits in with this theory and stated that an individual strives for self-actualization and reach their finest self once they have provided the basic needs for themselves. The Social-Cognitive Theory is a combination of the Humanistic theory and the Neo-Freudian theory, and states that the environment, as well as the social elements shape a person’s personality. Lastly, there is the Trait Theory. This theory defines the personality as a set of measurable units that explains general dispositions and defines traits as a common usage of a characteristic way in which someone perceives or acts.
One of these personality models that fit into the Trait Theory is the Big Five Factor Personality Inventory. It is a model constructed by Raymond Cattell and is derived from a list of thousands personality-descriptive terms. It is composed of different traits and the
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personal traits of the Big Five Factor Personality Inventory. After that, the justification for using this personality model instead of other models is given and why it is appropriate and effective for this study.
In the studies of William McDougall of 1925 and 1932, he proposed that personality could be divided in 5 categories: temperament, disposition, intellect, character and temper. A few years later Cattell (1947) developed a map with major personality traits, which later was used to reduce the 35 personality variables into 12 factors (Cattell, Eber & Tatsuoka, 1970). These studies were the baseline for the five-factor model of personality. These five factors were: agreeableness, surgency, culture, emotional stability and dependability (Hakel, 1974). However, Norman (1963) changed the factor of surgency to extraversion and dependability to conscientiousness. So, extraversion, agreeableness, culture, emotional stability and conscientiousness became the ‘Big Five’ personality traits.
In 2008 John, Naumann and Soto defined each of the personality traits. Extraversion is a trait that comes with being social, assertive and positively emotional. Agreeableness is described as a trait with characteristics of being tender-minded, trusting and modest. When following norms and rules, planning actions and thinking before doing, the trait that fits best is Conscientiousness. The fourth trait Emotional stability (Neuroticism) comes with emotions, like anxiety and sadness, and how stable this is within a person. Lastly, Openness means the complexity and depth of the mind of an individual. In the same article two different facets were added to each trait.
“Extraversion implies an energetic approach toward the social and material world and includes traits such as sociability, activity, assertiveness and positive emotionality”
(John & Srivastava, 1999, p.30)
For extraversion the two different facets were assertiveness and activity. According to Costa and McCrae (1992), people who score high on extraversion are more likely to become group leaders. They need to keep themselves occupied and are energetic. Brown and Trevino (2006), also concluded that extraverted individuals have an ability to influence others, related to their tendency to seek out, incite and enjoy change.
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“Agreeableness contrasts a prosocial and communal orientation towards others with antagonism and includes traits such as altruism, tender-mindedness, trust and modesty”
(John & Srivastava, 1999, p. 30)
For the second trait, agreeableness, the facets were altruism and compliance. People that score high on this trait are according to Costa and McCrae (1992) meek and try to avoid anger and aggression. These people are very considered about others and express this by helping and being generous to others. Hollander (2004) conducted a research, where the conclusion was stated that people with high scores on agreeableness demonstrated high levels of loyalty. This indicates that when marketers can target people that score high on this scale can be loyal to the brand. It can contribute when trying to increase the brand loyalty.
“Conscientiousness describes socially prescribed impulse control that facilitates task- and goal-directed behavior, such as thinking before acting, delaying gratification, following norms
and rules, and planning, organizing and prioritizing tasks.” (John & Srivastava, 1999, p. 30)
For conscientiousness these were order and self-discipline. According to Costa and McCrae (1992), those that score high on conscientiousness are well-organized and tidy. They also are able to finish projects regardless of distractions and are self-motivated. When the Big Five model was developed, the research of the personality traits linked to students was
conducted in a few studies. Poropat (2009), Trapmann, Hell, Hirn and Schuler (2007) and Noftle and Robins (2007) all concluded that conscientiousness was the best predictor for academic performance of students in college. This indicates that students with high scores on conscientiousness were the most likely to perform better in college than students with low scores on conscientiousness. Antes, Brown, Murphy, Waples, Mumford, Connelly and Devenport (2007) found conscientious persons are often persevering and exacting and dependable. The trait is also associated with competence, deliberation and order.
“Neuroticism contrasts emotional stability and even-temperedness with negative emotionality, such as feeling anxious, nervous, sad and tense.”
(John & Srivastava, 1999, p. 30)
For neuroticism these were anxiety and depression. In the article of Costa and McCrae (1992) the people that score highly on neuroticism are inclined to worry, feel unhappy and are
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apprehensive. Brown and Trevino (2006) also found neuroticism to be associated with hostile behavior, impulsivity and stress. These negative emotional and psychological emotions can come forth from the low self-esteem and low self-efficacy perceptions that the individuals have of themselves (Kalshoven, Den Hartog & De Hoogh, 2011).
“Openness to experience (vs. closed-mindedness) describes the breadth, depth, originality, and complexity of an individual’s mental and experiential life.”
(John & Srivastava, 1999, p. 30)
For openness these were aesthetics and ideas, and with this people who score high on openness are intellectually curious and open to new ideas (Costa & McCrae, 1992). Individuals ranking high on this scale show high levels of artistic and tendencies and intellectual curiosity, perceptiveness and insight (Brown & Trevino, 2006). They also state that individuals scoring high on this scale, possess an elevated level of emotional
responsiveness to others. Antes et al. (2007) state that because of the openminded nature of the individuals, mean that they have more flexible attitudes and tend to engage in more divergent thinking. This means that for brands that are more innovative and have a special message, the people scoring high on openness tend more to consume products of these brands.
Two models of personality are frequently used when discussing personality with consumer behavior. The first one is the Myers Briggs Type Indicator (MBTI), which was used by Shank & Langmeyer (1994) by investigating the influence of personality on brand image. The second personality model is the Big Five, which corresponds with the personality traits of John et al. (2008). According to an article of Furnham (1996), the Big Five-model goes further where the MBTI-model stops. This means that when examining both models, the conclusion was that MBTI approaches the personality traits as extremes. A person is either extravert of introvert, with no nuances. Furnham furthermore states that the Big Five can look deeper into the traits with the scale of 1 to 5 and the Neuroticism-scale was not linked to any of the traits from the MBTI. Above that, Gosling (2003) state that the Big Five Factor Personality Inventory makes research significant because the model enjoys widely support from numerous researchers and is the most commonly used and comprehensively researched
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framework when measuring personality. Kalshoven et al. (2011) agrees with this statement and believe that the Big Five can be used cross-culturally, because it demonstrates consistent interpretations of the essential personality components. This is why the Big Five is a more appropriate model to use when examining deeper into the personality.
Martineau (1957) was one of the earliest to investigate personality and the influence of it on products. A few years later Dolich (1969) examined the relationship between brand image and image. In this research it came out that favored brands were consistent to self-concept and reinforced it. Overall, studies disagree about the use of personality within
marketing and brands. According to Shank and Langmeyer (1994) the influence of personality on brand image is negligible. In agreement with the previous, studies to predict brand choice based on personality between Ford and Chevrolet produced insignificant relationships (Blackwell, Miniard &Engel, 2007). Bearden, Ingram and Lafurge (1995) also described the use of personality as a general tool to predict consumer purchase behavior as
“dissapointing”.
However, the opposed researchers disagree. Whereas Brody and Cunningham (1968) found personality to be a useful tool for understanding the behavior of consumers and the market. Also, Kwak, Jaju and Zinkhan (2000) state that the personality traits were in most studies useful and were seen as important antecedents when explaining consumer buying behavior, as well as consumer’s perception of firms marketing activities. Anderson and Cunningham (1972) also found a positive relationship between personality traits and consumer buying behavior. There was even found a strong correlation between personality traits and buying behavior in a study of Mulyanegara, Tsarenko and Anderson (2007). Furthermore, in a study of Anheuer-Busch, which is a premier German brewer, the
relationship between personality and consumer brand choice was investigated. This study resulted in the conclusion that the personality traits do influence the consumer brand choice (Hawkins, Best & Coney, 1995). This same result came forward from a study by Rajagopal (2008) and showed that the Big Five personality traits influenced consumers brand choice. Tsao and Chang (2010) conducted a research to verify whether personality could be used to explain the behavior of an individual and with that the consumption behavior or purchase decision. It included online shopping behavior, using the Big Five personality traits as
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by three of the five Big Five traits. These were: Neuroticism, Openness to experience and Extraversion. The explanation is that the higher people score on these three significant traits are more inclined to seek out fun, excitement and enjoyment during the progress of their online shopping experience.
Although the researchers in the section above disagree about the significance of personality traits related to consumer behavior and perceptions, it is indisputable that personality traits are a subject that has and will be thoroughly researched when discussing the influences on consumers purchases and decisions. Based on this literature this study will further investigate the Big Five Factor Personality Inventory in order to predict this variable as a moderator between the relationship of packaging elements and brand image.
2.4 Relationships
These elements of packaging have become a relevant issue for marketing and their impact on consumer’s buying behavior (Wells et al., 2007). In a study of Tolboom, Smit and Bronner (2009) it was concluded that package design can stimulate the consumer-brand relationship. Peeters (2008) also stated that packages can be used as a tool which contributes to a stronger brand personality for the consumers. With this literature, it can be
hypothesized that packaging changes the perception of consumers towards brands and this leads to the following hypothesis:
H1: Package has a positive influence on consumer brand image
In a research of Kuvykaite et al. (2009) elements of packaging and its influence on consumer purchase decisions has been examined. It resulted in the statement that visual elements, graphics, color, form and material, of a package have a significant influence on the purchase decision. Verbal elements, information and brand, in this study were also important but the results showed that these elements were more important for consumers who were in the “high involvement”-level. Also, an early research resulted in the fact that deviating from package colors and shapes attracts the attention of consumers (Schoormans & Robben, 1997). These researches conclude that not just the package, but all the elements provided by Kotler and Keller (2009) of the package have an influence on consumer purchasing and attracting the consumer. Therefore, the following hypothesis is given:
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H2: All elements of package influence consumer brand image
Previously, the discussion about the elements of package influencing consumer brand image was discussed. What role can personality play in that relationship? In an article of Yao, Chen and Xu (2015) the results of their research provided that people feel emotionally attached with a brand if it matches their personality or reflects it. A different article, of Shank and Langmeyer (1994) investigated the area of consumer personality and product personality by using the Myers-Briggs Type Indicator. The reason for choosing this method was because of the way this test provides how a consumer makes decisions. This is relevant for marketing, because it can determine how a consumer purchases and why. The study confirmed minimal support for using the MBTI as a marketing tool. Leading from these studies, personality can be an important factor in marketing. To further investigate the moderating role of
personality, what kind of persons will focus on which elements of packaging, the following hypothesis is composed:
22 3. Conceptual framework
Figure 3: Conceptual model
H3
H1 + H2
The figure above show the framework that determines the relationship between the six package elements and the influence of these elements on consumer brand image.
Personality functions as a moderator and is hypothesized to change the influence of package elements on consumer brand image, depending on the personality of the consumer. The arrow from packaging to consumer brand image states that in Hypotheses 1 and 2 a positive relationship between packaging, with that the elements of packaging, and consumer brand image is assumed. The arrow from personality to the relationship of packaging and consumer brand image is a way of assuming Hypothesis 3: that personality, with the 5 traits moderates the relationship between packaging and consumer brand image.
Personality:
Extraversion, Agreeableness, Openness, Conscientiousness
& Neuroticism
Packaging:
23 4. Methodology
4.1 Research Design
In this thesis, the aim is to design an exploratory study that will use statistics to analyze quantitative data. The purpose is to gain deeper understanding of packaging on brand image, as well as personality. Research will be conducted by use of a multiple-method, deductive approach. A methodology process was followed by starting with the research purpose. Followed by the research approach and research strategy. After that the data collection started and sample selection was made. The last step of the process is the analyzing and defining the results of the research. Starting with literature about the theories of marketing and consumer behavior, the propositions were formulated. Furthermore, the research question will be answered by using a quantitative research and analyzing primary data. This will be conducted by using a survey questionnaire and respondents will be searched for by using social media and relatives at random.
The literature that will be reviewed will contain business literature, but partly also psychology literature in order to understand the variable ‘personality traits’ better. Most of the literature will consist of marketing literature. On top of that, research of branding and personal traits and models will be used.
The aim of this study is to investigate the role that package elements have with brand image, and the way personality moderates this relationship. To conduct this research, an online-questionnaire based survey on Qualtrics was used. Saunders and Lewis (2009) states that using an online-questionnaire has the advantage of reaching a large group of
respondents at low costs. This thesis had to be conducted in a short amount of time, so this option was the most likely one for conducting this research. A large sample is preferable for the increase of validity and reliability of the results. A questionnaire does have some
limitations, for example the limit in which the respondent can answer (Wright, 2006).
However, within the short time and with this research question a questionnaire was the best option to answer this research question under time-pressure.
The questionnaire was filled out by online respondents. I gathered family, friends and people on social media to fill in the form. From the social media respondents, most of them were likely students. I composed a questionnaire where the respondents would first see a picture of certain marmalades but in different packages. The reason behind this was to show
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a product that is very much alike but could only be distinguished by the package. After the picture, and a few questions about that another part followed. The second part contained questions about the Big 5 personality traits by using a short test of the Big 5 of 20 questions. The purpose of the questionnaire was to indicate which packages were chosen by which kind of personalities and how this influenced their brand image.
4.2 Sample and data collection
The population consists of every person in the Netherlands that is a consumer. No further information on the population is necessary for this research, and does not contain any specific variables that the population must have.
The data collection was done by 1 student and the aim was to as many data as possible. More respondents will lead to higher generalization (Saunders & Lewis, 2009). To gather the respondents I asked family members and friends if they could fill it in on their phone, laptop or tablet. There was also use of social media by posting the link of the survey (Qualtrics) on my personal page, but also on pages of the UvA-faculties. The questionnaire was relatively short, and people were assured this would be anonymous and except for the thesis there would be no further process of the data. Within two weeks the total of
respondents came up to N=114. However, this became N=76 after deleting irrelevant or uncompleted questionnaires. From the respondents, 73% was female and 27% was male. The mean age is 21, ranging from 18 to 64. Respondents with ethnicity from Europe and south-America were in total 60% of the population with 20% Asian and the other ethnicities defined as ‘Other’.
4.3 Measures
At one point in time the variables were measured. These were the package elements, the personality traits and consumer brand image. The variables were used using Likert scales.
Package elements
The independent variable package elements was measured using 4 items of these elements: color, size, shape and text. These were chosen because of the online questionnaire
25
where only these elements could be tested. The options were given from 1 till 8. Where every number contained a different package. The internal consistency was moderate with a Cronbach’s α of 0.670.
Personality
The moderator personality was measured by using the Big Five model and questions from this test. This scale features 4 questions per personality trait. In total 20 questions. The Likert-scale that was given was from 1 to 5. Where 1 = strongly agree and 5 = strongly disagree. The internal consistency was minimal with a Cronbach’s α of 0.601.
Example of an item was: I have difficulty understanding abstract ideas
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 Consumer Brand Image
The dependent variable was measured by using a combination of the package elements and questions relating to which one of the packages they would choose and why. The options were to choose from the packages from 1 to 8. Where every number contained a different package. The internal consistency was good with a Cronbach’s α of 0.740.
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 Control variables:
Age was divided in classes (under 18; 18-24; 25-34;…..;84 or older). For gender the options were 1= Male and 2= Female. The third control variable was ethnicity (1= European, 2= African, 3= Asian, 4= South-American, 5= American, 6= Other). And the last variable was yearly income (0-999; 10.000-19.99; 20.000-29.999;…..;more than 150.000).
26 4.4 Data Analysis
Before the data could be used, the first thing to do was clean up the data by eliminating unfinished questionnaires. This created the total of 114 to 76 questionnaires that were usable. Secondly, the use of frequency tables could conclude that there were no responses that were unlikely. This kept the total at 76 questionnaires. All of the merged construct scales were found reliable, as Cronbach’s Alpha for each construct was >0.6. After that the
correlations between the variables were determined and can be found in Table 2.
Hierarchical multiple regression was used to test the last hypothesis regarding the moderating role of personality on the relationship between packaging and consumer brand image. In order to test this interaction new variables had to be made by making mean-center variables. This was done by creating three variables: at first the mean of package elements and the mean of personality. After that creating the mean-centered variable which contained old value - the means of both variables separately. And concluding the mean-center variable packaging * the mean-center variable of personality. This made it possible to examine the moderating role of personality.
4.5. Assumptions of the Model
Before the model of this research could be used, a couple assumptions should be made in order to test the hypotheses. First of all, scatterplots were used to determine the linearity of the relationships between the variables. There existed a linear relationship between
packaging and brand image, and between personality and brand image. Table 2 shows that the non-collinearity is met with r<0.8. between all independent variables.
Homoscedasticity was also met for the variables and this means that the variance of the residuals should be constant, when examining each independent variable or combination of independent variables. Finally the normality check was done. For this measuring the two components, skewness and kurtosis was done. These two components went down, when removing the outliers, which made it happen that this assumption was also met. In conclusion it can be said that the assumptions of linearity, non-collinearity and homoscedasticity was met.
27 5. Results
5.1 Descriptive Statistics
The first part of the research was conducted by determining the descriptive statistics of the used constructs. Package elements was perceived as high with scores of 73%, whereas personality and brand image were perceived as low with scores of 40% and 43%,
respectively. Table 1 describes the means, standard deviations and ranges of each element in the conceptual model. This is done in order to proceed to the next step of analyzing the correlations between these elements.
Table 1. Descriptive Statistics
Variable Mean Std. Dev. Range
1. Package elements 5.09 1.23 1-8
2. Personality 1.76 0.43 1-5
3. Brand Image 1.75 0.44 1-5
3 3 3 3 3 33 3 3 3 3 33 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 33 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
5.2 Correlations
When looking at the Pearson’s relations (table 2), it can be concluded that brand image and personality have the highest correlation (0.019). And for the next step it was important to understand the correlations of the package elements (Color, Size, Shape and Text) with brand image. 1 2 3 3 4 4 4 4 55 5 6 6 6 77 7 7 8 8 8 8 9 9 9 00 0 00 7 7 5 4 3 3 2 1 13 4 4 4 4 4 4 4
Table 2. Means, Standard Deviations and Correlations
Variables M SD 1 2 3 4 5 6 1. Color 5.15 1.78 - 0.251 0.444 0.226 - -0.148 2. Shape 5.24 1.69 0.251 - 0.296 0.498 - 0.082 3. Text 4.96 1.80 0.444 0.296 - 0.308 - -0.066 4. Size 5.04 1.68 0.226 0.498 0.308 - - -0.231* 5. Personality 5.10 1.23 - - - - -0.019* 6. Brand 1.75 0.44 -0.148 0.082 -0.066 -0.231* 0.019 -
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*Correlation is significant at 0.05 level (2-tailed) ** Correlation is significant at 0.01 level (2-tailed)
5.3 Regression – Direct relationships
In the next step a hierarchical multiple regression was performed to analyze the ability of package elements color, size, shape and text to predict levels of brand image. In the first step of hierarchical multiple regression the 4 predictors of the package elements were entered. This model was on the edge of being statistically significant F(2.456) = .054; p = .05 and explained 12.5% of variance in brand image.
Table 3. Regression Model of Brand Image
R R² R² Change B SE β t Model 1 0.353 0.125 0.074 Color -0.037 0.031 -0.152 -1.159 Shape 0.073 0.034 0.286 2.160 Size 0.006 0.031 0.024 0.182 Text -0.089 0.034 -0.347 -2.617
*Correlation is significant at 0.05 level (2-tailed) ** Correlation is significant at 0.01 level (2-tailed)
Above (table 3) the relationships between the packaging elements and consumer brand image are presented. The relationship between color, shape, size and text are not significant related to brand image (β=-0.152; β=0.286; β=0.024; β=-0.347). This indicates that hypotheses 1
and 2 are rejected and indicates that within this data there is no significant relationship between packaging and brand image.
29 5.3 Regression - Interaction Effect
To test hypothesis 3 of this study SPSS was used to determine the interaction. The question was whether personality, by using the Big 5, moderates the relationship between package elements and brand image.
In table 4 the data of the interaction effects of personality is displayed. This table contains the data for the moderating effect of personality in this research. The data analysis points out that the interaction of personality is not statistically significant from 0, p > 0.05 (table 4). This indicates that personality does not moderate the relationship between packaging and brand image. Therefore, hypothesis 3 is rejected.
The interaction effects are not visualized in a graph, because the interaction effect was not significant.
Table 4. Interaction effects of personality Big 5
Coefficient SE t p Model 1 Intercept 0.523 0.295 0.139 0.472 Packaging 0.219 0.936 0.137 0.034 Personality 0.054 0.220 0.439 0.236 Packaging * Personality 0.380 0.126 0.903 0.295 Brand Image 0.271 0.037 0.936 0.324 R²=0.881 p<0.01 F(5.25)=1.196
30 6. Discussion
6.1 Analysis Results and theoretical implications
Due to changes like globalization and consumers with more products and brands to choose from the market has changed into a competition with many competitors. To distinguish as a company, certain tactics are useful in gaining brand loyalty and consumer’s purchases. Packaging is one of these tactics and has been further developed in the last decades in order to gain the consumer’s attention. From the shelves with a number of products, brands are determined to attract the consumer with help of designing the product. Therefore, it is interesting to discover what the packaging elements can do for the consumer brand image and how brands can benefit from this. In this way, brands can distinguish themselves from the competitor plus develop a relationship with the consumer in order to gain their trust. Furthermore, with the help of big data that plays a huge role in nowadays marketing brand owners can discover what kind of consumers they are targeting and how to make it the most beneficial for their brand. With these different consumers and different personalities
strategies can be generated. The first hypothesis was:
H1: Package has a positive influence on consumer brand image
This hypothesis was not supported, although this was expected coming from the literature. This indicated that packaging elements did not (positively) influence consumer brand image. One reason for the rejection of this hypothesis could be that not all of the elements of packaging were included in the research. The elements were: color, graphics, shape,
materials and verbal or informative elements. The reason that not all of these were included was because of the online questionnaire. The respondents were limited to evaluate the element of materials through a screen from their phones or laptops.
The second hypothesis was:
H2: All elements of package influence consumer brand image
This hypothesis was also not supported, although this too was expected coming from the literature. It indicated that not all elements of packaging influenced consumer brand image.
31
However, shape and size were close to the p-value 0.05. Perhaps with a bigger dataset this would be a clearer case regarding shape and size.
The last hypothesis of this research was:
H3: Personality moderates between packaging and consumer brand image
The personality measured by the Big 5 was not of significant influence to be a moderator on the relationship between packaging and consumer brand image. The question whether a person’s personality can influence the kind of package or the image that they have of a brand, is hereby denied.
1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
6.2 Limitations and directions for further research
When selecting the respondents, this was done by non-probability convenience sampling, which were people in the Netherlands. This can cause for the fact that the population was hindering the generalizability, because there were not evenly big shares of every population variable that could be necessary for this research. Furthermore, there were a majority of women accounted in the research, which also hinders the generalizability.
Another implication of this research that should be taken in consideration is the limited time. For this research a couple of months were given, which almost excludes the capability to measure the change over time. The dataset is executed on one moment in time and consisted the whole population for the study.
Another limitation is the fact that the questionnaires were based on self-rating. Especially for the questions about the personality test, this could have been the cause of self-overestimation bias and social desirability bias. Which means that the personalities that came out of the dataset does not necessarily indicate that the person who filled in the
questionnaire is indeed a person with that type of personality. Where a person thinks he/she is very neat and never forgets anything, their friends, family or co-workers may disagree with this fact because he/she forgets things often. These biases may have reduced the validity and the reliability of the measures in this research.
The online questionnaire could also be an implication for this research. Because it was online not all the elements of packaging could be included. In an experiment for example this
32
would have been possible. But to target a lot of respondents the questionnaire was the best option for this research. The element of size, color, shape and text were included. Materials was not included and could be the limiting factor and have resulted in different findings when conducting the same research, including all the elements.
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
6.3 Practical and Managerial Implications
For brand owners to indicate the consumers and how they response to packaging it is important to understand what they can control about it. When discussing the package elements, these are elements that the brand owners can control and have influence on. It is beneficial for the consumer, as well as the brand owner, because the consumer gets wat it wants and looks for in a package and the brand owner gains a positive brand image with the consumer. Product packaging is an important role when with fast-moving consumer goods. It should be kept in mind that a package can only be a brand communication vehicle if it is seen,
However, personality cannot be influenced by the brand owner. This is something, that the consumer already has and is almost impossible to change. But this doesn’t mean that the brand owner should leave the variable out of the strategy. By playing in on the personality traits by using big data they could know what the consumer prefers and in that way change the brand image of the consumer towards the brand.
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 9 n n1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
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1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
7. Conclusion
In this research the aim was to investigate the moderating role of personality on the
relationship of packaging elements influencing consumer brand image. Where packaging was before used to protect the product that it contains, the package means more nowadays. For the consumer and the brand owners it is the package that creates the image of the brand and attracts the consumer to it. With hierarchical regression, the data analysis on respondents was done, with data collected by an online-questionnaire. There were no significant
interactions found on personality as a moderator. However, further research can determine the influence of personality, maybe not as a moderator, but as a tool to create a certain brand image within the consumer. Also, brand owners should be wise with selecting the packages for their products. It is the first thing the consumer sees, and it should me a memorable one.
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