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You searched Library Catalogue - Publisher: Thomas Nelson,
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Call Number (WOU)
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SP CEMBA 2016 79
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Author
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Lim, Kong Yan
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Title
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Product packaging attributes and its roles in customer perceptions and
decisions: from the perspective of signaling theory. / Lim Kong Yan
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Abstract
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Packaging plays an important role in various aspects of physical products. In the present market place, manufacturers and consumers often hold different amount of information related to products. This leads to a situation known as information asymmetry. In such situation, consumer often at the disadvantage side for having less product related information as compared to the manufacturers of the products. In order to overcome this problem, manufacturers use packaging as a communication media to send product related information in the form of signals through specific visible attributes or cues. This study is aimed at evaluating the interpretation of consumers toward these signals and find out the reasons behind their interpretation. The study was conducted by both survey questionnaires and interview sessions. A total of 93 respondents participated in the survey and 7 of them took part in the interview sessions. The study revealed that the intended signals from certain
packaging attributes and cues do not get high percentage of positive interpretation from
respondents as intended. The top 5 signals which received less favorable interpretation was
identified. The interview session focused on these top 5 signals revealed some of the reasons behind the less favorable interpretations. Among the reasons behind these unfavorable interpretation is due to lack of knowledge, respondent’s own assumption, discrepancy of information and spatial division of manufacturing process, among others.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2016
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Physical Description
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1 online resource ( 98 pages) : illustrations, text file, PDF.
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Subject
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Packaging.
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