Behavioral effects triggered by product packaging

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Behavioral effects triggered by product packaging

An experimental study on what drives people’s DIY intentions: the role of

packaging layout and instruction manuals

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Behavioral effects triggered by product packaging

An experimental study on what drives people’s DIY intentions: the role of packaging layout and instruction manuals

by Maaike van Os

University of Groningen Faculty of Economics and Business

Department of Marketing Master thesis 14th of January 2018 Obrechtstraat 31bs 3572EC Utrecht (06) 82 67 11 18 m.e.van.os.1@student.rug.nl s2355906 First supervisor dr. M.C. Leliveld Second supervisor dr. J.T. Bouma External supervisors Elsbeth van Hout Shanna Boedhoe Dian Schut - van der Griendt

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Management summary

This thesis originated in response to the development of a new packaging concept within the company of KPN, the largest telecom provider in the Dutch market. The company is developing a new packaging concept that, among other things, should increase the do-it-yourself installation percentage of newly acquired customers. Currently, the percentage of new customers that installs the products of KPN independently of a mechanic is only 30%. This research aimed at finding an effect of packaging layout and way of instructing on customer do-it-yourself intentions.

The research was conducted among 347 existing KPN customers who filled in a questionnaire, answering questions about the packaging and the instruction manual. Each participant was shown pictures of one out of four situations, with either the current or newly developed packaging combined with the current or newly developed instruction manual. Deriving from existing packaging theory, propositions were made and tested. It was proposed that by optimizing the packaging layout as KPN was intending to do, do-it-yourself intentions would increase. However, no such effect was found. In addition, it was proposed that by a better and more comprehensive instruction manual do-it-yourself intentions would increase. Also here, no effect was found.

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significant, meaning that only when the new packaging and the new instruction manual were combined there was a significant positive effect on product liking.

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Preface

This thesis is the result of five months of hard work, combining the academic side of my thesis with my internship at KPN. I would like to thank everyone who contributed in any shape or form to this thesis for that period of time. First, I would like to thank my first thesis supervisor dr. Marijke Leliveld, who from the beginning on was the best supervisor I could have wished for. You were always ready to help me with clear and extensive feedback at basically any time of day, but next to that I also enjoyed all of our phone calls, chatting about bits and pieces next to all the thesis work. I could not have done it without you. Second, I would like to thank my supervisors from KPN. Elsbeth, Shanna, and Dian, you were so amazing the past months and you have made my time at KPN unforgettable. You were always there to help me with anything, but most importantly, you made me feel part of the team and part of the ‘CX ladies’, for which I am very grateful. You made this time more fun than I could have ever imagined it to be. Third, I would like to thank my family and friends for helping me every time I had a writers block or a nervous breakdown. Especially my family has always helped me get back on track and find the motivation I need, not only during this thesis, but during my whole studies. I am very grateful for that, and I would not have been where I am now without any of them. Lastly, I would like to thank my second thesis supervisor, dr. Jelle Bouma, in advance for taking the time to read and grade my thesis. Next to this thesis, you have always been there to help me during my studies and, most importantly, thanks to you I got this wonderful internship position with which I could get the experience I was looking for. Thank you for that. With the help of all these people, I can be very proud of what I have created in the past months, making all my previous fears for this master thesis unfounded and kick starting my way into my career.

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Introduction

KPN and its do-it-yourself installation issue

Koninklijke PTT Nederland N.V., better known as KPN1, is a Dutch telecommunication and ICT-services supplier that offers customers fixed-line telephone operations, mobile telephone services, Internet, and television. For business customers KPN offers complete telecommunication- and ICT solutions. KPN is currently developing a new packaging concept for fixed products like Internet modems and television receivers in the consumer market. Company research shows that the current do-it-yourself (hereafter, DIY) installation percentage of fixed telecommunication services amongst newly acquired customers of KPN is around 30%. The other 70% uses a mechanic offered by KPN, free of charge. This is costly for KPN and also negatively affects self-reliance of customers in the long run, which even more drives the costs because of the continuing need for assistance. However, not offering the free mechanic is not an option, since KPN will then lose its competitive position in the market relative to competitors who do offer this service.

New packaging concept

KPN thus wants to increase the DIY installation percentage of customers by introducing a new packaging concept. The new concept entails a new packaging layout that is more open and more inviting for customers to engage with. The goal of this new packaging is to evoke a gift experience for customers, where the reception of the package brings feelings of joy and excitement, hopefully leading customers to engage in DIY installation behavior. In addition to the new layout, KPN also plans to change the way of instructing customers. In the past, there was a very thick manual included in the packaging, which KPN assumed scared people at sight and had as an effect that customers refused to first try it out before calling a mechanic. As a consequence, KPN changed the thick manuals into quick-installation cards; maps consisting of a few pages of instructions on how to install the devices. Additional help for completing installation could from then on be found online in the form of interactive installation tutorials and the more extensive manuals. However, KPN wants to make it even more simple by

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including a so-called topcard which consists of only one page of instructions to help customers install the basics of the devices and get them up and running, after which they can go to the extensive installation tutorials available on the KPN website. This topcard is meant to take away another barrier for customers to engage in DIY behavior. The increased ease-of-use will possibly lower consumer perceived effort and increase DIY installation behavior.

KPN is currently simultaneously passing through both improvements. The new packaging has changed from a closed, stacked layout to a more open, visibly attractive layout. In addition, the quick-installation cards have been replaced by the newly developed topcard, which shows very concise steps on how to start the basics of the product installation. Because of these multiple, extensive changes, changes in customer DIY installation behavior cannot be directly attributed to a specific change. The magnitude of the influence of either of the changes would not be clear. However, these are important insights for KPN to know to help them make future packaging decisions. This research aims to find the exact links and the magnitude of these effects. Next to the importance for KPN, this research is also theoretically relevant. As Orth and Malkewitz (2008) state, nowadays there is still a lack of insight into specific relationships between certain types of package designs and consumer response. This research will try to fill this gap.

Structure

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Literature

Existing literature on packaging

There is a significant body of marketing literature that addresses the importance that managers and scholars attach to package design (e.g., Bloch 1995; Rettie and Brewer 2000, Silayoi and Speece, 2007; Orth and Malkewitz, 2008). Companies increasingly use product packaging as a differentiator and improvement mechanism of the performance of their products (Mahalik and Nambiara, 2010, as described in Simms and Trott, 2014). If packaging is a critical part of the marketing mix, companies need a pipeline of packaging ideas and concepts in development (Ahmed, Ahmed, and Salman, 2005). Complementary to the already existing literature on product packaging, this research aims to find specific linkages between packaging layout and customer DIY behavior.

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Packaging and purchase behavior

So far, most research on packaging focused on the influence of packaging on purchase behavior (Silayoi & Speece, 2007; Ampuero and Vila, 2006; Underwood, Klein, and Burke, 2001; Rettie and Brewer, 2000). These studies show that during the stage of product purchasing, packaging is extremely important since this is one of the crucial cues in purchase decisions. This study, however, will not focus on purchase behavior, since the product is already ordered before customers get to see the packaging. In this case, packaging only becomes relevant in the stages of opening, consumption, reclosing, and disposal (Deasy, 2000 as stated in Ampuero and Vila, 2006). Customers receive the package at home without intervention of a sales clerk. The role of packaging thus becomes very important here as it communicates information about the product, the brand, and guidelines on how to install the product. This study will focus on how packaging can affect DIY intentions and, in turn, product and brand liking.

Packaging layout, gift experience, and the effects on do-it-yourself behavior

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In the case of this Dutch telecom provider, the new packaging concept is made to increase user friendliness, with more openness and visibility of products, hopefully raising a gift experience and evoking such an aesthetic response. Bloch (1995) describes that this psychological response can in turn lead to behavioral responses, like approach behavior. Approach behavior involves a feeling of attraction to a design, including spending time with it. When a certain layout evokes positive psychological responses, the customers will likely engage in approach behaviors, like extensive listening, touching, or viewing of the product. For most marketers, purchase is one of the most important approach behaviors. However, also in different phases, approach behavior can be of importance. For example, it has already been shown that window shoppers usually enter a store and thus become visitors to be able to approach an attractive product displayed in a store window (Berkowitz 1987; Nussbaum 1988; Roy 1994). Next to that, Berkowitz (1987) argues that a good design goes further than simply adding to sales appeal, but it can also stimulate consumers. This might indicate that the feeling of receiving a gift evokes these approach behaviors. It is interesting to see whether this also entails stimulation of DIY behavior, something which hopefully comes forth out of this research.

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Instruction manuals and perceived effort

Next to the importance of packaging layout and gift experience, this study also proposes a relationship between the way of instructing customers and DIY intentions, possibly moderated by perceived effort. If customers are taken through the targeted process step by step in a way that is comprehensible and that explains the basics of the process, they might sooner be enticed to engage in DIY behavior, instead of calling for professional help like they are used to. Research from Meuter et al. (2005) shows that a lack of “consumer readiness” explains a large part of failures of consumers to try new things. Even if customers positively evaluate a new service, they may still choose not to try it if their role is unclear (role clarity), if they see no benefit to using it (motivation) or if they think they lack the capabilities (ability). The authors argue that ability does not refer to what people know how to do or what they want to do, but refers to what a person can do, and that ability has proven to be closely related to customer behavior.

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Products that offer well-specified instructions increase consumer perception of competence, since they specify a plan for completion, saving effort and time needed to learn the rules on their own or, in this case, saving time by not having to wait for external help to arrive. This way, perceived effort is lower, leading to increasing consumer readiness to try. Dahl and Moreau (2007) conducted a study where they interviewed 12 people over eight different hobby areas (e.g. cooking, scrapbooking, modeling) regarding the execution of their hobby. They found that for many of the participants, the process of creation in their hobby was enthralling but at the same time relaxing, taking their minds off of other concerns of the day. This might lead to lower perceived effort, and more DIY intentions, since the process is simultaneously relaxing. Building on the above mentioned literature, it is hypothesized that when people receive a clear instruction manual, DIY intentions will be higher than when the instruction manual is unclear. This effect will be mediated by perceived effort.

Additional effects on product- and brand liking

Above, the main proposed effects are described, describing the possible effect of a new instruction manual and a new packaging on DIY intentions. The new instruction manual is thought to have an effect on DIY intentions by lowering perceived effort, and the new packaging is thought to have an effect on DIY intentions by increasing the gift experience. Next to these effects, it is also interesting to see if there are any additional effects on product- and brand liking caused by the new packaging concept.

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is their creation. In addition, McNeal and Ji (2003, as stated in Ampuero and Vila, 2006) stress that the distinctiveness of packaging as one of the marketing elements can be found in the fact that it often accompanies usage or consumption of a product. This means that a company can transmit brand values and product characteristics through the packaging of their products, and that the usage or consumption of a product raises this transmission possibility, making packaging an important marketing element influencing brand and product liking.

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In sum

The main aim of this thesis is to reveal the influence of product packaging on specific aspects of consumer behavior. More specifically, the aim is to research the effect that both packaging layout and instruction manuals have on DIY intentions, and to see if people can be triggered to engage in self-installation behavior. Gift experience is proposed to encourage people to engage with the product and to try self-installation without help from a mechanic. Like this, the DIY percentage would increase. This variable is taken as a mediator. Next to that, perceived effort is also thought to have an effect on DIY intentions. If an instruction manual is easy to comprehend and structured in nature, people might sooner think that they are able to complete the installation individually. Hence, this variable is taken as a mediator as well. In addition, the study hopes to find the effect of packaging and instruction manuals on brand- and product liking also. The conceptual model that will be tested in this study is presented in Figure 1.

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Method

Procedure

In this research, there are two independent variables - packaging layout and way of instructing - and the goal is to find out how these factors influence the dependent variable of DIY intentions. Perceived effort and gift experience are taken as mediators, and the effect on brand liking and product liking is also tested. To test the conceptual model, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) between-subjects experimental design was used to study the effects on DIY intentions. The subjects were customers of a Dutch telecom provider who had ordered a service of that company in the past already. The questionnaire was filled in by 347 customers, among an accurate reflection of society to prevent any bias. Of the 347 respondents who filled in the questionnaire, three were deleted because of strange answers2 to the open questions not directly related to this research. Keeping these respondents in the database might affect the outcome of the research since their responses are not reliable. There are no missing values in the dataset. Participants were asked for their life phase instead of their age. The distribution of participants amongst these life phases can be found in the barchart below.

Figure 2. Distribution participants

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Participants were asked to read to the following scenario:

Imagine you ordered a service of Internet and television at ‘a Dutch telecom provider’, including a device for a stronger Wi-Fi signal. We would like to know your opinion about some factors related to this order. We will first ask some general questions.

After reading this scenario, a few general questions about the Dutch telecom provider were asked, testing the general opinion about the company as a brand (referred to as premeasured brand liking) and people’s intentions to install products without a mechanic (referred to as premeasured DIY intentions), all without having seen the packaging and manuals yet. After these questions a second part of the introduction was given:

Now, we will show you a few pictures of the packaging of products of ‘a Dutch telecom provider’ and the instruction manuals that are included. We would like to know your opinion about this. Take a good look at the pictures of this situation. We will ask you some questions about this later.

Experimental design and stimuli

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Packaging current Packaging new

Instruction manual current

Instruction manual new

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Results

Effect on DIY intentions

In order to analyze the influence of packaging layout and instruction manuals on DIY intentions, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) ANOVA on DIY intentions was performed. In contrast to the assumptions, both main effects did not prove to be significant. The new packaging does not lead to higher DIY intentions (M = 4.16) than the current packaging (M = 3.88), F(1,340) = 1.10, p = 0.295. The effect of the instruction manual was significant, but in the opposite direction than expected. The topcard leads to lower DIY intentions (M = 3.75) than the quick-installation-card (M = 4.31), F(1,340) = 5.17, p = .024. The interaction effect appeared not significant, F(1,340) = 1.37, p = 0.241. Based on this, one can conclude that both the new packaging and the new instruction manual do not lead to higher DIY intentions, and that the new instruction manual, the topcard, even lowers DIY intentions. However, I will come back to this conclusion later in the Results section.

Effect on gift experience

In order to test whether the new concept evokes a gift experience, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) ANOVA on gift experience was performed. Also here, in contrast to the predictions, the new packaging does not lead to a higher gift experience (M = 3.86) than the current packaging (M = 4.03), F(1,340) = .92, p = .338. Also, the topcard does not lead to a higher gift experience (M = 3.98) than the quick-installation-card (M = 3.90), F(1,340) = .20, p = .653. The interaction effect also appeared not significant, F(1,340) = .10, p = .753. The conclusion here is that both the new packaging and the new instruction manual do not lead to a higher gift experience.

Effect on perceived effort

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.196. Also, the topcard does not lead to lower perceived effort (M = 4.30) than the quick-installation-card (M = 3.89), F(1,340) = 3.58, p = .059. Although not significant, the data shows that there is a trend towards an effect in the opposite direction, meaning that perceived effort would increase with the new topcard. The interaction effect appeared not significant, F(1,340) = .81, p = .368. Thus, the new packaging and the new instruction manual do not lead to lower perceived effort. The new instruction manual, the topcard, most likely even leads to a higher perceived effort, even though the effect was not proven to be significant.

Effect on brand liking and product liking

To test whether the new concept leads to a higher brand liking, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) ANOVA on brand liking was performed. Also here, in contrast to the predictions, the new packaging does not lead to a higher brand liking (M = 5.41) than the current packaging (M = 5.56), F(1,340) = 1.48, p = .225. Also, the topcard does not lead to a higher brand liking (M = 5.50) than the quick-installation-card (M = 5.47), F(1,340) = .03, p = .873. The interaction effect also appeared not significant, F(1,340) = 1.59, p = .208.

In addition, to test whether the new concept leads to a higher product liking, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) ANOVA on product liking was performed. Again, in contrast to the assumptions, both main effects did not prove to be significant. The new packaging does not lead to a higher product liking (M = 5.42) than the current packaging (M = 5.47), F(1,340) = .22, p = .639. Also, the topcard does not lead to a higher product liking (M = 5.47) than the quick-installation-card (M = 5.41), F(1,340) = .24, p = .628. The interaction effect, however, did appear significant, F(1,340) = 3.92, p = .049. For the current packaging, the quick-installation cards (M = 5.57) score better than the topcard (M = 5.38). For the new packaging, however, the topcard (M = 5.57) scores better than the quick-installation-cards (M = 5.27). The effect of the instruction manual is thus dependent on the type of packaging. For the new packaging, the new topcard can lead to a higher product liking.

Exploratory research

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enough, effects in the opposite direction were found. In the questionnaire, a few extra concepts were measured, which might show some effects not yet accounted for. Below, these extra variables will be explained and the results of covariate analyses will be presented, to see if any effects appear here.

Premeasured DIY intentions

We also premeasured DIY intentions, before participants got to see any pictures, to see if there was any variation between people with a DIY trait and the ones without. First, to see whether we could use this as a covariate, a 2 (packaging: current vs. new) x 2 (instruction manual: quick-installation-card vs. topcard) ANOVA on premeasured DIY intentions was performed. No effect should be found here, but the results did show an effect with lower DIY intentions for the topcard (M = 3.69) than for the quick-installation-card (M = 4.22), F(1,340) = 4.026, p = .046. When this premeasured DIY variable is taken as a covariate, the covariate appears to be significant F(1,339) = 1337.831, p = .00, indicating that the covariate explains a significant part of the DIY intentions. In the ANCOVA, the covariate is significant, but none of the other effects are. The above found effect of the instruction manual is no longer significant.

In order to test whether or not the premeasured DIY variable would moderate the effects of the IVs on DIY intentions, this interval variable was transformed into a categorical factor by taking a median split (median = 4). This resulted in two groups, one that scored low on the variable (people with scores 1-4, 52,9%) and one that scored high on the variable (people with scores 5-7, 47,1%). With this factor, a 2x2x2 ANOVA was performed. This analysis showed only a significant direct effect of the premeasured DIY variable, F(1,336) = 609.077, p = .00, similar to the ANCOVA, but none of the other effects proved to be significant. In other words, the premeasured DIY variable does predict DIY intentions. However, this effect does not change the effects of the main independent variables here, the instruction manual and the packaging layout.

Premeasured brand liking

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ANOVA on premeasured brand liking, was performed. No effects were found here. In addition, the premeasured brand liking variable was taken as a covariate with DIY intentions as the dependent variable. Interestingly, a significant effect of the instruction manual was now found: F(1,339) = 5.160, p = .024. The estimated marginal means are close, M* = 3.753 for the topcard and M* = 4.306 for the quick-installation-cards, but the effect is in the opposite direction than expected.

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General discussion

Discussion

Despite the predictions made building on past research and existing packaging literature, none of the proposed effects were found to be significant in this research. Both the new packaging and the new instruction manual do not lead to higher DIY intentions. In addition, the new packaging and the new instruction manual both do not lead to a higher gift experience. No proof was found that perceived effort is lower with the new concept, the new instruction manual might even lead to a higher perceived effort. This effect was not found to be significant, but results did show a trend towards this effect. There was little evidence for the proposed additional effects on product and brand liking. Both the new packaging and the new instruction manual do not lead to a higher brand liking. For product liking, the effect of the instruction manual is dependent on the type of packaging. For the new packaging, the new topcard can lead to a higher product liking. This was, however, not one of the main effects we were expecting to find. It could be that the step from the thick manuals to the quick-installation-cards as described in the introduction made a difference already, but it is impossible to draw any conclusions on this since we did not test this effect in this research.

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Limitations and directions for further research

Further research might still reveal some effects regarding this specific topic. This research was conducted using a between-subjects design, where participants cannot recognize the differences between the two settings. If the research would have been conducted using a within-subjects design, people would be able to see both situations and make a comparison between the current and new concept. It is possible that in this case, participants would be able to acknowledge differences, showing an improvement between the current and the new situation. The services that the company delivers are not something that people order on a regular basis. Customers probably do not remember how the package looked like when they ordered it in the past. This is important for the company to keep in mind as well. In addition, it would be far more realistic if the research would be done in a real-life setting, not using a questionnaire but actually showing participants the packaging and the products and let them try to install the products using the instruction manuals. Again, it is not a product that is ordered often or that people have to deal with on a daily basis; rather, it is a service ordered only when customers choose to switch suppliers or when customers move houses.

The product is thus fairly unknown and customer involvement with the product is rather low. This makes it difficult to make decisions and assess the packaging and instruction manuals based on pictures in a questionnaire. This is in line with a statement from Holbrook and Moore (1981) saying that verbal descriptions of a product are typically less useful than using visual cues when studying design reactions. This problem is specifically existent for situations involving aesthetic form elements. In this research, participants were not actually experiencing the scenario, and we did not measure if people actually called a mechanic or not. There is probably still a large gap between the people who only say they will do it themselves and the people that will actually perform the task without a mechanic. For this research, however, it was the only option, looking at the high number of respondents needed in a short amount of time. Future research could elaborate on this research and test it in a real-life setting.

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enticed to try installation themselves. In addition to age, the research was also conducted amongst existing customers of the Dutch telecom provider. It would be interesting to see what would happen if the effects were to be tested amongst non-customers. The people that participated in this research might be biased based on their prior experiences with the company, which might affect their given evaluations in the questionnaire.

Recommendations

Although this research cannot prove the proposed effects to be existing and thus cannot give specific recommendations about packaging layout, it does add to the current packaging literature by underlining that packaging is an important aspect to take into account in making business decisions. Packaging and manual adjustments like the ones made in this case that might seem logical and straightforward are not necessarily effective when implemented. Packaging decisions are ones to consider thoroughly and as already mentioned before, companies need a pipeline of packaging ideas and concepts in development (Ahmed, Ahmed, and Salman, 2005). As discussed in the literature section, packaging is an important aspect of the marketing mix that companies should take into account, most importantly in purchasing stages. In addition, it also shows that packaging is very much an issue that is to be examined in real-time settings. When companies are doing consumer research for best practices regarding packaging and instruction manuals, it is most valuable to examine this face-to-face in order to give the consumer something that is closest to the actual experience with the product.

For future projects, the Dutch telecom provider should work step-by-step in order to understand which adjustments work and which do not. If a lot of adjustments are made at the same time and a small change in behavior appears, it is hard to figure out what causes this change in behavior. This, in turn, also makes a new concept difficult to optimize. Because of this, we had to perform a 2x2 between-subjects research, in order to clarify the magnitude of each of these changes. Next to that, an effect of premeasured DIY intentions was found, indicating that there is a difference between people with a DIY trait and people without this trait. It would be interesting to study more in depth what makes that certain people engage in more DIY behavior than others.

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Conclusion

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References

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Appendix

Measurement scales

Do-it-yourself intentions (scored on a 7 point Likert scale)

Now that you have received and studied the products, what is your intention to install the products without a mechanic?

I intend to install the products without a mechanic.

§ Absolutely not versus absolutely

Gift experience (scored on a 7 point Likert scale) The reception of this package would feel like receiving a gift

During the unpacking of the package, I would have the feeling that I’m being spoiled Unpacking the package would feel like a party for myself

§ Absolutely disagree versus absolutely agree

Perceived effort (scored on a 7 point Likert scale)

How much effort do you think it will take for you to install these products without a mechanic?

§ Very little effort versus very much effort

How complicated/easy do you think it will be to install these products without a mechanic?

§ Very complicated versus very easy

Brand liking (scored on a 7 point Likert scale)

You have seen the products you have received. What is your impression of ‘a Dutch telecom provider’?

§ Very negative versus very positive

Product liking (scored on a 7 point Likert scale)

You have seen the products you have received. What is your impression of the products?

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Complete questionnaire

The complete questionnaire as spread amongst KPN customers, including questions not used for this research.

1. To be able to answer the questions in this questionnaire we ask you to imagine that you order a service of Internet and Television at KPN, including a device for a better WiFi signal. We would like to know your opinion about a few factors related to this order. Note: you are not actually going to order something.

• I want to participate • I do not want to participate

2. At this moment, what is your impression of KPN? Click the corresponding circle.

Very positive O O O O O O O Very negative

3. You ordered the service Internet and Television at KPN. After your order, a box with devices that have to be installed first will be delivered to your home. Would you have known that?

• Yes • No

4. After ordering the service of Internet and Television including a device for a stronger WiFi signal, you will receive a box with devices at home. These devices will have to be installed at your home before you can use the ordered service. Do you have the intention to install the devices yourself, without the help of a mechanic?

Absolutely O O O O O O O Absolutely not

5. We will now show you 2 pictures of the packaging of the devices and the instruction manuals. We would like your opinion on this. Have a good look at these pictures. We will ask a few questions about this later. This is the first picture. Click ‘NEXT’ for the second picture.

• Next

6. – Picture 2 –

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Imagine the reception and opening of the package. Next, a few questions will be asked about your feelings at that moment.

7. The reception of the package would feel like receiving a gift.

Absolutely agree O O O O O O O Absolutely disagree

8. I would feel spoiled during the opening of the package.

9. Opening the package would feel like a small party for myself.

After opening the package, what is your opinion about the packaging? 10. The packaging is environmentally friendly.

11. The packaging is excessively large.

12. You have now seen how the devices will be sent to you and what the content of the package looks like. We now ask you again what your intention is to install the devices yourself, without the help of a mechanic.

Imagine that after opening the package, you would proceed with installing the devices. We will now ask you some questions about this installation.

13. How much effort do you think it will take you to install these devices yourself at home without a mechanic?

Very little effort O O O O O O O Very much effort

14. How complicated/easy do you think it is to install these devices yourself at home without a mechanic?

(33)

15. I intend to install these devices without a mechanic.

16. If you are going to install the devices without a mechanic, where do you start?

• I will pick something random to start with • I will get the instruction manuals

• I will contact the KPN customer service • I will visit KPN.com for more information • I use Google to find more information • I start with device … (open answer)

17. In case you are in need of more information to help you with the installation, which step would you take first?

• I will look for information in the instruction manual(s)

• I will search the instruction manual(s) for a website link with more information • I will use Google to find more information

• I will visit KPN.com

• I will call the KPN customer service • Other, namely … (open answer)

18. Imagine that, when you are finished with the installation, some cables remained unused. What do you do with these cables?

• I will store them at home • I will throw them away • I will contact KPN

• Other, namely … (open answer)

19. What would you do with the packaging after finishing the installation? You can think of reuse, for example.

• Open answer

(34)

in our packaging? You can think of for example the material, the use of colour in the packaging, or the possibility to reuse the packaging.

• Open answer

21. You have now seen the devices you would receive when ordering the service. What is your impression of KPN?

22. You have now seen the devices you would receive when ordering the service. What is your impression of the products?

23. Which of the following is applicable to your household situation?

(35)

Manipulations as shown in questionnaire

Packaging current Packaging new

Hier nog de gehele vragenlijst + alle foto’s van de vragenlijst invoegen

(36)

Behavioral effects triggered by product packaging

Behavioral effects triggered by product packaging

An experimental study on what drives people’s DIY intentions: the role of

packaging layout and instruction manuals

Behavioral effects triggered by product packaging

Management summary

Preface

Table of Contents

Introduction

Literature

Method

Results

General discussion

References

Appendix

Measurement scales

Complete questionnaire

Manipulations as shown in questionnaire