Individual report
1- Introduction:
Tobacco packaging is a crucial promotional vehicle which helps to generate brand awareness, increase brand appeal and foster positive attitudes towards smoking, with the ultimate goal for tobacco companies to maintain and increase market share and possibly also market size. (Wakefield M, Morley C, Horan, 2002).
The pack has become the key marketing driver and limited edition packs appear to be central to this. As a Dutch design agency director explains, "If you look at the limited-edition packs, you will notice how quickly they all sell out. Because when consumers see an attractive pack, they want it. They want to have the newest thing.
Tobacco packaging has served as an important component in the …show more content…
According to Ampero, Vila (2006) opinion, the complex decision making type means that search for information has started before the choice. In order to take the decision, the consumer evaluates different brands and their features in advance. In this case the importance of the package is not big. In the process of low involvement consumers don't search for comprehensive information, don’t evaluate features properly and easily decide about the purchase. That is because of the low risk level- products are not expensive and have not big importance for the consumer. Thus the importance of the package in low involvement categories is more important than in a high involvement level. In the low involvement process the main role is played the visual content of the package which allows evaluating the product quickly and easily and causing the emotional response. Thus in the case of low involvement namely the package becomes the essential factor which influences product positioning, product purchase making process and loyalty to brand.
The time factor in this case is very important too. The package is important when the consumer has less time for decision making. If the consumer has more time for decision making, the impact of the package is
1- Introduction:
Tobacco packaging is a crucial promotional vehicle which helps to generate brand awareness, increase brand appeal and foster positive attitudes towards smoking, with the ultimate goal for tobacco companies to maintain and increase market share and possibly also market size. (Wakefield M, Morley C, Horan, 2002).
The pack has become the key marketing driver and limited edition packs appear to be central to this. As a Dutch design agency director explains, "If you look at the limited-edition packs, you will notice how quickly they all sell out. Because when consumers see an attractive pack, they want it. They want to have the newest thing.
Tobacco packaging has served as an important component in the …show more content…
According to Ampero, Vila (2006) opinion, the complex decision making type means that search for information has started before the choice. In order to take the decision, the consumer evaluates different brands and their features in advance. In this case the importance of the package is not big. In the process of low involvement consumers don't search for comprehensive information, don’t evaluate features properly and easily decide about the purchase. That is because of the low risk level- products are not expensive and have not big importance for the consumer. Thus the importance of the package in low involvement categories is more important than in a high involvement level. In the low involvement process the main role is played the visual content of the package which allows evaluating the product quickly and easily and causing the emotional response. Thus in the case of low involvement namely the package becomes the essential factor which influences product positioning, product purchase making process and loyalty to brand.
The time factor in this case is very important too. The package is important when the consumer has less time for decision making. If the consumer has more time for decision making, the impact of the package is