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  1. 1. Using the Package to Influence Consumers' Choice of Brand : A Study on the Effect of Package Communication Claims on Propensity to Switch Brand

    Master-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Nathalie Håkansson; Elin Kvarnström; Emmelie Nilsson; [2014]
    Nyckelord :package; package communication; package cliams; package communication claims; package panels; environmental packaging claims; nutritional claims; production process claims; produt origin claims; propensity to switch; consumer behaviour; private label brands; name brands;

    Sammanfattning : As consumers walk through the grocery store they encounter a vast range of products. In this setting information printed on food packages play a role in consumer decision making. One way of influencing consumer behaviour is by using package panels where detailed communication claims can be placed. LÄS MER