The presence of price-marked packaging has a normative influence in Dissertation

The presence of price-marked packaging has a normative influence in impulse purchase decision - Dissertation Example se 4.2.3 Price-Marked Packages and Brand Preference 4.2.4 Price-Marked Packages and Increased Traffic to Store 4.3 Summary Chapter 5: Conclusions 5.1 Introduction 5.2 Summary of Research Findings 5.3 Implications of the Research Findings 5.4 Research Limitations and Scope for future research List of Figures and Tables Figure 1: Maslows Needs Hierarchy Figure 2: Customer’s Intended Purchase Behaviour Figure 3: Initial Brand Preference of Customers Figure 4: Instore Brand Switch Figure 5: Reasons for Brand Switch . Figure 6: Income Group and Reasons for Brand Switch Figure 7: Buying Decision In the Absence of an Initial Brand Preference. Figure 8: : Buying Decision In the Absence of an Initial Shopping List Figure 9: Differences in Intended and Actual Purchses Figure 10: Reasons for Differences in Intended and Actual Purchses Figure 11: Reasons for Purchasing less than Intended Figure 12: Reasons for Brand Preference Figure 13: Brand Image of Price-Marked Products Figure 14: Cri teria for Brand Assessment Figure 15: Store Preference Figure 16: Store Preference for Price-Marked Products Figure 17: Reasons for Store Preference for Price-Marked Products Table 1: Willingness to Purchase higher priced price-marked products Table 2: Reasons for the Willingness to Purchase higher priced price-marked products List of Appendixes Appendix A: Survey Questionnaire Chapter 1: Introduction 1.1 Introduction and Background of Research Consumer behavior has been the subject of study for both academicians and marketers from time immemorial as understanding of why consumers buy products or services and how do they make their purchase behaviour is crucial to their selling efforts. Based on the knowledge of what the customers need and what are the features, attributes or contexts within which they judge the product or the organization gives the markers new insights about product development, product designing, packaging or promoting (Kotler and Keller, 2006). The literature on consumer behaviour therefore delves into the cognitive and the affective process by which the consumers make their purchase decisions and these insights are useful for the marketers for the promotion of their products and services. One such consumer behaviour – the impulsive purchase behaviour – is of great interest to the researcher, as it is intriguing to find that people make on the spot purchase decisions and often buy things that they do not need, or buy things in quantities that they do not require, simply due to in store factors like the point of sale displays, discounts, placement of the product on the shelf or the packaging of the product. The impulse behaviour is