The current presentation was written as part of MSc in Strategic Product Design at the
International Hellenic University. The aim of the dissertation proposed is to examine the
critical function of packaging as a marketing tool. Provided that many studies have been
previously carried out on the topic, this study comes to gather and to conclude to the most
important of them, with mainly concentrating to those previous researches that investigate
the impact of packaging on consumer decision. On account of this, the following research is
based on primary and secondary data. The first one rose from a questionnaire distributed to
Greek customers or potential customers regarding the moment of purchasing at a grocery
market, while the second one concluded results from books, scientific journals or any other
previous academic literature review related to the topic. By this way, this study aims to take
a closer look to all that strategies of packaging design and also all that elements and factors
that make it so attractive , so that it could influence by far customers’ product choices. The
possibility for more improvement of the researched topic is also left open regarding its
global positioning and especially in the context of the last year that more and more products
were introduced in the market.
Collections
Show Collections
