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Protein Bars and Packaging: A Sequential Explanatory Research to investigate the impact of packaging on consumer perceptions and intention to purchase in Ireland.

Bhaludra, Naina Himavarsha (2019) Protein Bars and Packaging: A Sequential Explanatory Research to investigate the impact of packaging on consumer perceptions and intention to purchase in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Background: There has been an increasing demand for protein bars in the European markets over the past decade which arises a need for companies to focus and create rightful package for their products as most of these brands offer similar value to the consumers in the market; and packaging is the only way by which these companies can differentiate their products in the retail environment.

Purpose: The purpose of this paper is to explore the perceptions of consumers from different cultural backgrounds towards packaging of protein bars. It mainly emphasizes on developing an understanding of how specific cultural groups assess a protein bar; providing insights into their purchase patterns and shopping behaviors in the retail store and most importantly identifying the factors that influence their purchase decisions.

Methodology: A Sequential Explanatory Research design combining both quantitative and qualitative methods was used to investigate the impact of packaging on consumers from different cultural backgrounds (Europeans, Asians, and Africans) and genders. The data for the quantitative analysis in the first phase was collected from 236 respondents through a structured survey; The SPSS software and R studio were used for statistical analysis. 30 interviews with consumers from different cultural backgrounds were conducted in the second phase for the qualitative analysis. The views of the respondents were interpreted through thematic coding. Triangulations of the results are presented for cross verification.

Findings: The findings of this research through both methods reveal that there are significant differences between the perceptions of consumers from different ethnic backgrounds. It is observed that consumer purchase decisions are highly influenced by one particular attribute such as the nutritional benefits derived; the price attribute or the flavor when they intend etc to purchase a protein bar.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 25 Jun 2020 15:12
Last Modified: 25 Jun 2020 15:12
URI: http://norma.ncirl.ie/id/eprint/4320

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