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You searched Library Catalogue - Publisher: Thomas Nelson,
Call Number (WOU) SP CEMBA 2016 79
Author Lim, Kong Yan
Title Product packaging attributes and its roles in customer perceptions and decisions: from the perspective of signaling theory. / Lim Kong Yan
Abstract 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.
Notes Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
Publisher/Year Penang : School of Business and Administration, Wawasan Open University, 2016
Physical Description 1 online resource ( 98 pages) : illustrations, text file, PDF.
Subject Packaging.

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