Publication

O design de embalagem como elemento diferencial de marketing estudo de caso de marcas portuguesas

Bibliographic Details
Summary:	The packaging is clearly a differential element of marketing. Its importance is reflected not only in marketing manuals and design as the day to day business struggling to sell their products in linear purchase. More specifically the packaging or container is inserted in two of the Ps of marketing mix: product and communication. The package is a container that protects a product, but is also one of the media to inform the consumer about the features and benefits of the products. Brands need to join marketers and designers, in this case the packaging designers. With this union the brand can convey what the costumer wants through various visual elements that make up the package design. This thesis, investigates the importance of the design of a package when buying a whole. Through interviews and questionnaires it was concluded that due to the economic crisis the quality and the price are rated first when purchasing a product and only subsequently the customer observe the packaging. But when it comes to offering a gift to someone, packaging is very important. The types of products that consumers value a good package are: beverages, cosmetics, toiletries, perfumes, chocolates and technology. In visual terms, what the consumer observes are the colors, the format, photos/illustrations/drawings, finishes and effects. We also detected a profile of consumer who appreciates and buys due to packaging. They are persons with high level of education, females between 18 and 45 years. Finally, more specifically we investigated the packaging of three Portuguese brands, aiming to realize who best portrays Portugal. In 1st place is the Pastel de Belém, 2nd Gallo olive and 3rd Beirão liquor.
Subject:	MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE TRADEMARKS DESIGN PACKAGING MARKETING CONSUMIDORES CONSUMERS PORTUGAL MARCAS COMERCIAIS COMMUNICATION COMUNICAÇÃO EMBALAGENS
Year:	2015
Country:	Portugal
Document type:	master thesis
Identifiers:	ID: tid:201251817
Access type:	Open
Associated institution:	ReCiL - Repositório Científico Lusófona
Funded project code:	tid:201251817
Language:	Portuguese
Origin:	ReCiL - Repositório Científico Lusófona

Description
Summary:	The packaging is clearly a differential element of marketing. Its importance is reflected not only in marketing manuals and design as the day to day business struggling to sell their products in linear purchase. More specifically the packaging or container is inserted in two of the Ps of marketing mix: product and communication. The package is a container that protects a product, but is also one of the media to inform the consumer about the features and benefits of the products. Brands need to join marketers and designers, in this case the packaging designers. With this union the brand can convey what the costumer wants through various visual elements that make up the package design. This thesis, investigates the importance of the design of a package when buying a whole. Through interviews and questionnaires it was concluded that due to the economic crisis the quality and the price are rated first when purchasing a product and only subsequently the customer observe the packaging. But when it comes to offering a gift to someone, packaging is very important. The types of products that consumers value a good package are: beverages, cosmetics, toiletries, perfumes, chocolates and technology. In visual terms, what the consumer observes are the colors, the format, photos/illustrations/drawings, finishes and effects. We also detected a profile of consumer who appreciates and buys due to packaging. They are persons with high level of education, females between 18 and 45 years. Finally, more specifically we investigated the packaging of three Portuguese brands, aiming to realize who best portrays Portugal. In 1st place is the Pastel de Belém, 2nd Gallo olive and 3rd Beirão liquor.