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

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. This study investigates the effect of package communication claims on propensity to switch brand through quantitative research design. Variations among consumer of private label brands versus consumers of name brands are also investigated. Results show that package communication claims have an effect on consumer propensity to switch brand, however there are differences depending on type of claims. Environmental packaging claims have a negative effect on propensity to switch while nutritional claims do not have a significant effect. Production process claims and product origin claims both have a positive effect on consumer propensity to switch and is thus more favourable for brands to use. Furthermore, package communication claims have a larger positive effect on propensity to switch among consumers of private label brands than among consumers of name brands. Since there is a lack of research in the area of package communication this thesis contribute by proving that packages have an effect on consumer behaviour and argues for further research in this area.