Die belangrikheid van die verskillende dimensies van verpakking vir generasie X en Y : 'n toepassing in die kosmetiese bedryf

[摘要] ENGLISH ABSTRACT:The usage of product packaging and generation specific marketing in order toinfluence and persuade consumers to buy specific products are being used more oftenresulting packaging in being more consumer-orientated and playing an increasinglyimportant role in enterprises' marketing communication strategies than before.In this study the dimensions of packaging are identified and the importance that thevarious dimensions of cosmetic packaging hold for Generation X and Yareinvestigated. Form, colour, graphics, brand name, words, material and size have beenidentified as dimensions of packaging. The Engel-Blackwell-Miniard Model forDecision-making Behaviour and the Generation Model were used as theoreticalstarting points for a discussion about packaging and the characteristics of GenerationX and Y consumers.For the purposes of this explorative study, information has been gathered by use of amall intercept survey. Trained fieldworkers questioned approximately five hundredrespondents. The statistical processing of the data included frequency-analyses, crosstabulation as well as significance statistics.It was found that Generation X and Y consumers see the packaging, with all itsdifferent dimensions, as a single entity and that the importance of the graphic,material, brand name (as indication of quality and price), size and word dimensions ofpackaging are reasonably similar for men and women. Men and women, however,attach different perceptions concerning colour/s, form and brand names. There alsoexist statistically significant differences between the different genders, concerning theusage of most of the range of cosmetic products. Women make up the majority ofusers. Although the results indicate that the Generation Model can be applied to allraces originating from the middle and high income and literacy groups, the usage ofcosmetics products tend to differ between the races.Recommendations for further research are made.

[发布机构] Stellenbosch University