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这就是为什么基础研究是必要的,无论是从之前的类似产品出发，还是焦点小组的案例进行研究。最后,包装专业人员必须创建一个“关注”产品,使这些产品很容易引其消费者的注意。通过遵循这些基本步骤,产生的包装效果可能是相当成功的。此外，还能为消费者灌输某种形象或消息，引起消费者的注意,换来他们对产品数年来的忠诚。

本文旨在调查软饮料行业的包装设计效果,尤其是包装所选择的色彩对消费者行为的影响。

大多数买家决定购买可能最初的原因就是因为包装,这通常被认为是“无声的推销员”。

How does colour used in packaging affect consumer behaviour? (Case of the soft- drinks industry).

Abstract:

When determining possible colour options for a new product, packaging professionals must keep the consumer in mind. First, they determine what type of message the product should give.

Based on the message, a colour scheme that represents this message is chosen.

This is why basic research is necessary, whether it's from previous case studies of similar products or from focus groups. Finally, packaging professionals must create an “attention” to the product, making it easily noticeable to the consumer. By following these basic steps, the package could be considerably successful. It may also instil a certain image or message into the consumer's mind that keeps them loyal for many years

This paper aims at investigating the effect of packaging design of the soft drinks industry, specifically colour, on consumer behaviour.

Most buyers make the decision of purchasing because of the packaging, which is often considered as the «silent salesman».

Now that more and more businesses understand the role of packaging to act upon consumers, it is crucial for packaging to be studied as an influence on consumer behaviour.

In today's consumption society, consumers are faced with a large choice of product choices and in this way, the packaging plays important roles as it is a source of information.

Primary and Secondary data that has been collected for this research signals that consumers are affected by colours in their purchases

From our research, we concluded that Blue and Red packaging were much more popular than the other colours. Moreover, yellow packaging was the least popular.

Results show that the colours of packaging have a large impact on consumers and therefore on sales and profits.

Chapter One: Introduction

1) Background

The central point in today's Marketing is to fully please consumers' needs and prosperity. The major point in marketing planning is always consumer.

The firms and markets have massively developed and the competitive environment is becoming more and more concentrated The market today is packed with so many different brands, which make it difficult for consumers to arrive at the final buying choice. At the same time companies also face c本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。