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dc.contributor.author
Moutaftsi, Panagiota
en
dc.date.accessioned
2015-07-01T09:51:22Z
dc.date.available
2015-09-27T05:57:51Z
dc.date.issued
2015-07-01
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/641
dc.rights
Default License
dc.title
Packaging Design of Greek Food Products
en
heal.type
masterThesis
heal.secondaryTitle
A Customer’s Perspective
en
heal.keywordURI.LCSH
Product identity
heal.keywordURI.LCSH
Visual identity
heal.keywordURI.LCSH
Packaging design
heal.keywordURI.LCSH
Food products
heal.keywordURI.LCSH
Consumer perspective
heal.keywordURI.LCSH
Differentiation
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
heal.publicationDate
2015-02
heal.bibliographicCitation
Moutaftsi Panagiota, 2015, Packaging Design of Greek Food Products: A Customer’s Perspective, Master's Dissertation , International Hellenic University
en
heal.abstract
Since the radical changes that the economic crisis brought, a differentiated
activity, in the agricultural sector, is becoming visible. One would expect that
the sector would be negatively impacted as companies would take less risk
and experiment less, since they sell less. But, in Greece the signs indicate that
under the given circumstances producers and entrepreneurs were ‘activated’
towards new markets and the creation and distribution of new, original, different
products. During the recent years, traditional food products such as wine, olive oil, honey,
pasta and many more developed strong product identities through effective design
and became brands in their respective markets, even globally. They managed to stand
out by highlighting their Greek identity and became recognizable by foreign consumers
both for their content’s value and visual image. Although superior quality has been the
most essential feature in producers’ minds, packaging design is now introduced as the
most appropriate medium to visually communicate this quality.
The primary objective of this paper is to define, through an extended literature review,
at what level the packaging of a product can affect the decision making process from
a consumer’s perspective. The aim is to expose the most important factors that are influencing
competitive advantage and consequently allow the creation of design concepts
that would showcase potential feature subsets for successful packaging of honey
products. For the design process, a survey is considered essential in order to fully leverage
and integrate consumer insights. Based on that, in the empirical part of the study
a quantitative method approach is used and the results are acquired from a survey
conducted as an online questionnaire. The survey involves visual elements to keep the
respondents intrigued and to further assist the researcher in the interpretation of consumers’
intentions. The final size of the sample consists of 285 questionnaires.
The research findings indicate that packaging can and shall be used to increase retail
performance as it is a great influencer for consumers when it comes to purchasing a
product and it is considered to hold a significant role aesthetically and informatively in
the selling of a product. The findings also indicate that diverse packaging designs allure
consumers with varying attributes. Finally the study suggests that a synergy between
consumers and companies in the design process can create packages which engage
the potential customers and drive sales for the products in question.
en
heal.tableOfContents
1. Introduction ............................................................................................................................ 13
1. 1 Background ...................................................................................................................... 13
1. 2 Key words .......................................................................................................................... 14
1. 3 Research Questions ......................................................................................................... 14
1. 4 Contribution and Expected Outcomes ....................................................................... 14
1. 5 Indicative Structure of the Dissertation ........................................................................ 14
2. Literature Review .................................................................................................................... 15
2. 1 introduction ...................................................................................................................... 15
2. 2 Packaging Attributes ...................................................................................................... 18
2. 2. 1 Visual elements ........................................................................................................ 19
2. 2. 2 Informational elements .......................................................................................... 20
2. 3 Packaging Design ........................................................................................................... 21
2. 4 Packaging and Branding ............................................................................................... 22
2. 5 Consumer Behavior ......................................................................................................... 24
2. 5. 1 Consumer Decision Process ....................................................................................25
3. Greek products and branding ............................................................................................ 27
3. 1 Discussion ........................................................................................................................ 29
3. 2 New packaging design for Greek food products _ Indicative Success storiesawards
from the private sector ............................................................................................... 29
4. Honey Products ...................................................................................................................... 35
4. 1 Introduction ...................................................................................................................... 35
4. 2 The market of honey products ...................................................................................... 35
4. 3 Marketing systems and sales .......................................................................................... 37
4. 4 Honey stakeholders and the supply chain .................................................................. 37
4. 5 Marketing Challenges ..................................................................................................... 38
4. 6 Tendencies in EU consumption ...................................................................................... 39
4. 7 Economic threats for the sector .................................................................................... 39
4. 8 Discussion .......................................................................................................................... 39
Table of contents
10
5. Research Methodology ....................................................................................................... 41
5.1 Introduction ........................................................................................................................ 41
5.2 Purpose ............................................................................................................................... 41
5.3 Approach and Strategy .................................................................................................. 41
5.4 Data Collection ................................................................................................................. 42
5.4.1 Survey Sample ............................................................................................................. 42
5.4.2 Data Analysis ............................................................................................................... 43
5.5 Results .................................................................................................................................. 43
5.5.1 Sample composition .................................................................................................. 43
5.5.2 Summary of responses ............................................................................................... 43
5.6 Conclusions ........................................................................................................................ 45
5.7 Discussion ........................................................................................................................... 46
5.8 Limitations .......................................................................................................................... 47
6. Honey Packaging Design Concept ................................................................................... 49
6.1 Introduction ........................................................................................................................ 49
6.2 Design Principles ............................................................................................................... 49
6.3 Approach ........................................................................................................................... 50
6.4 Design Concept ................................................................................................................ 53
6.4.1 Brand Name ................................................................................................................. 53
6.4.2 Typography and Logotype ....................................................................................... 53
6.4.3 Colors ............................................................................................................................ 53
6.4.4 Material and Container ............................................................................................. 53
6.4.5 Flavor Variations .......................................................................................................... 54
6.4.6 Carton Package .......................................................................................................... 54
6.4.7 Limited Edition or Gift box .......................................................................................... 54
6.4.8 Renders .......................................................................................................................... 54
6.5 Concept Presentation ...................................................................................................... 55
References .................................................................................................................................. 85
Appendix – Online Questionnaire .......................................................................................... 79
en
heal.advisorName
Kyratsis, Dr. Panagiotis
en
heal.committeeMemberName
Kyratsis
en
heal.committeeMemberName
Simeonidou
en
heal.committeeMemberName
Tzetzis
en
heal.academicPublisher
School of Economics & Business Administration ,MSc in Strategic Product Design
en
heal.academicPublisherID
ihu
heal.numberOfPages
98
heal.fullTextAvailability
false
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