投稿類別: 英文寫作類
篇名:
The Effect of Ice Cream Packaging Design on Consumers’ Purchasing Intention:
Taking Shaomei and Duroyal as Examples.
作者:
林貝錦
國立豐原高商
應用外語科三年 1 班
黃禎瑩
國立豐原高商
應用外語科三年 1 班
劉香瑩
國立豐原高商
應用外語科三年 1 班
指導老師:
余淑鈴 老師
陳素梅 老師
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Introduction
When it comes to summer, the first thing popping into people’s mind is ice cream. Ice
cream has become a common and popular ice product all these years. We can find a
variety of ice cream whether at supermarkets, grocery stores, and even street vendors.
When purchasing ice cream, we may take many factors into consideration, such as
brands, price, and flavor. However, some consumers buy ice cream based on none of
the above mentioned; what they care about may be the packaging design.
Packaging design plays an important role because it not only wraps the products for
sale, but also stands for the company image. The ultimate goal of packaging design is
to impress consumers as well as to persuade them to buy it so that the sales volume
can be boosted. Consequently, to the company, well packaged products can effectively
help the company promote the product. In terms of the ice products in Taiwan, we
observed that Shaomei and Duroyal are pervasive and well-known brands that we can
see at wholesale stores or retail ones. The styles of their packaging designs are a little
different. Shaomei, the brand founded over 60 years ago, mostly packs their ice cream
in carton with plain design, while Duroyal, the newer brand, mostly sell ice cream
cone in colorful exterior packaging. We want to know if the exterior packaging design
will attract people to buy the products.
Now that packaging may affect consumers’ purchasing intention, we want to
investigate which ice cream packaging design mostly satisfies consumers’ needs. As
we all know, ice cream are packed in certain containers, such as Styrofoam, carton,
plastic case, or even ice cream cone. To have a better understanding of the desirable
packaging material for consumers, we investigate two local ice cream brands,
Shaomei and Duroyal. We want to figure out the public evaluation of these two
brand’s packaging designs. Our ultimate target is to determine whether packaging
design indeed has a profound influence on consumers’ purchasing intention. As a
result, we come up with the following three questions in our research.
1 What kind of ice cream packaging is most preferred by consumers?
2 What are general opinions on Shaomei and Duroyal ice cream?
3 Does packaging design really have an influence on consumers’ purchasing
intention?
With the completion of this project, we may have a better idea of the main factor
affecting consumers’ purchasing intention. Our research mainly focuses on the
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exterior packaging design and relates it to the decisive factor of purchasing intention.
It may enable the manufacturers to know what consumers expect to see on the
package of the product. Additionally, we would analyze the traits of the attractive
packaging design and which part of packaging people tend to focus on most. By
means of our research, we aim to put forward some constructive suggestions to
Shaomei’s and Duroyal’s companies so as to help them enhance their sales volume.
Review of Literature
The Definition of Packaging
Packaging refers to the process of keeping the products in their original shapes (The
Editor Group of New Image, 1993). Lung (1984) noted that packaging can be divided
into three categories: item packaging, interior packaging, and exterior packaging. The
purpose of item packaging is to evaluate the item’s commercial value, so
manufacturers should pack the goods individually and make them look impressive.
Interior packaging, on the other hand, represents the purpose of preventing the factors
which may damage the goods such as heat, moisture, impact, and so on. As to exterior
packaging, it means putting products together. Basically, products and packaging can
not be separated because manufacturers are not able to reach the goal of promoting
their products if they sell the products not being well packaged.
The Development of Packaging
From ancient times, when human still lived in caves, they had learned how to preserve
goods by covering it with natural materials (Chu, 1996). They made use of the fur of
animals, leaves, barks, seashells, or whatever could be used as containers. That was
the very beginning of packaging concept. As for food packaging, Chiang (2004)
mentioned that around 8000 years ago, people started to produce pottery to protect
food from being damaged. It became the mainstream of food packaging. However,
thousands of years later, glass gradually replaced the pottery to be used as containers.
Ice cream, for instance, was put in glass by street vendors after it was manufactured
industrially. It was not a good way because glass was so fragile that it was easy to be
broken accidentally. According to Weir (2009), the first solution was the birth of
edible cone-shaped containers which were made of waffle, and that began the hit of
ice cream cone. Then, as Chiang noted in his seminal article (2004), paper was
produced in great amount after remarkable advances had been made in manufacture.
As a result, paper containers started to be prevalent. For example, ice cream is sold in
carton mostly. To this day, cartons have been used as material for ice cream packaging.
Moreover, the functions of package are not only for protection but for promotion.
Manufacturers design some exquisite and colorful patterns on the package for the
purpose of catching the consumers’ eye and such designs can enhance the image of
the enterprise as well.
The Influence on Packaging
Packaging can be called “Silent Salesman” (Lung, 1984, p.20). Nowadays, some
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companies use the media and advertisement to promote their products as well as to
make the public get more familiar with them. However, others make use of the
packaging to draw the consumer’s attention. It plays a crucial role since products with
well-packaged quality can appeal to more consumers. Then, what is good packaging
quality? According to Chu (1996), it encompasses characters, colors, patterns and
good-looking decorations. All of the above should be combined properly in order to
convey desirable messages to consumers. Once the consumers stop to have a look at
the product, they may have the desire to buy it. Take Shaomei ice cream and Duroyal
ice cream for examples, Shaomei’s packaging design tends to be simple and plain,
while that of Duroyal is inclined to be more colorful and refined.
In addition to the appearance, the packaging should fit with the product and thus
increase the value of it. Besides, Chu (1996) argued that with a view to our
environment, the packaging nowadays should focus on recycling and be packed in
materials that would do less harm to our environment.
Methodology
Participants
There were 100 participants in total, including 35 males and 65 females. As to the age,
the participants aged 11 to 20 took up 53%, those who were aged 21 to 30 accounted
for 19%, 31 to 40 took up 12%, and the participants aged beyond 40 accounted for
16%.
Material
We designed 11 questions for our questionnaire in order to help us solve all the
researching questions. The questionnaire was closely in relation to research questions,
such as people’s motivation of buying ice cream, the most preferable packaging form,
and public opinions of Shaomei and Duroyal. The participants were required to
determine the preferable one between Shaomei and Duroyal. Additionally, the
participants were required to comment on the packaging of Shaomie and Duroyal and
to give suggestions for the packaging design of Shaomei and Duryoal.
Procedure
In the questionnaires, the participants pointed out the good points and the weaknesses
for the exterior packaging of these two brands. We gave out 100 copies of the
questionnaires to one hundred consumers at a convenience store in the train station,
and then divided the participants into different age groups which were 11 to 20, 21 to
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30, 31 to 40, and beyond 40, which could help us compile the result more precisely.
Data Analysis
Through the results of this survey, we expected to find the reason why these two
brands could exists on the market for such a long period, we could analyze the results
of the survey and have a better idea of the influence of packaging design.
Results
Figure 1 The Most Desirable Packaging Type
Styrofoam
2%
carton
26%
cone
56%
plastic
16%
As the graph shows, most participants preferred ice cream cone. The second one that
was preferred was the carton, while the plastic took up 16%, which was in the third
place. In addition, 2 percent of the participants chose none of the above mentioned but
preferred Styrofoam, which was seen as a container that could keep the ice cream
from melting for a long time.
We also surveyed the reasons for the participants’ choices. The main reason for
choosing ice cream cone was that it could be eaten easily. The participants needed not
use spoons or any extra utensils to have their ice cream. What they had to do was
unwrap the exterior paper so that they could enjoy it. Additionally, some participants
liked the crispy texture of the edible ice cream cone, which went well with the ice
cream.
As for the plastic and the Styrofoam containers, the participants claimed that these
two types of packaging container made the ice cream free from melting so quickly.
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They enjoyed holding a container and using spoons to have their ice cream because
their hands would not be stained when the ice cream started to melt.
Figure 2 The Decisive Factor of Buying Ice Cream
packaging
6%
flavor
50%
price
22%
brand
22%
The diagram indicated that 50% of the participants bought ice cream based on its
flavor, so we could get that the flavor was the most decisive factor in ice cream
purchase. The participants thought flavor mattered most because the texture and smell
were the most important when deciding which ice cream to buy.
In addition, both the price and the brand took up 22%. Some participants purchased
ice cream depending on how much money they had, and they often bought ice cream
which was sold at lower price. They claimed that there was no need to spend much
money on ice cream, the little dessert that melted so quickly. Other participants
thought the brand name was the most important when purchasing ice cream. They
loved to buy ice cream produced by more well-known brands.
The one that was least taken into account was packaging, which only accounted for
6%. The participants stated that the exterior packaging didn’t play an important role in
ice cream because they would throw it away after they finished this dessert. Also, they
would not pay more attention to the packaging when eating ice cream.
Figure 3 The Favor between Shaomei and Duroyal
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Neither
3
Both
34
Duroyal
40
Shaomei
25
0
10
20
30
40
50
Figure 3 reveals the preference between Shaomei and Duroyal ice cream. There were
40 participants preferring Duroyal while 25 chose Shaomei. Also, 34 participants
liked them both, while three participants liked neither of them.
According to the reasons the participants gave, most of them chose Duroyal because
they thought it had more flavors to choose from, which had something to do with the
decisive factor of buying ice cream. However, Shaomei ice cream came most in
vanilla flavor, but there was no denying that this conventional flavor satisfied lots of
people. Also, many participants loved both the two brands of ice cream. They
reckoned that these two ice cream brands had no discrepancy in taste.
Figure 4 The Essential Part of Packaging that the Participants Value Most
50
40
43
35
31
28
30
20
5
10
0
Trademark Pattern
Color Calorie Other(Expiration
Date)
Figure 4 shows the part of packaging that most participants tend to focus on.
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Based on our investigation, they paid more attention to the patterns on packaging, and
the second one was the calorie chart. Trademark was also an important part that drew
lots of consumers’ attention. In addition, the participants would also focus on the
color application of the packaging. However, some consumers chose none of the
above, but paid more attention to the marked expiration date of ice cream.
The pattern design played an important role in this part. The participants thought the
good pattern design could represent the product itself and provoke them to buy it. As
for the calorie chart, the participants stated that it was important to take notice of our
body shape and health; consequently, the ice cream in high calorie and high fat would
not be the one preferred by most participants. Trademark, the symbol of a product,
also caught the consumers’ eye. A well-designed and distinctive trademark could not
only impress consumers but made them remember the product much longer. Besides,
the color application on packaging was also important. The appropriate application of
color could leave people with good visual feelings. Some chose none of the
above-mentioned because they focused on the expiration date. They claimed the
expiration date of food was the most essential thing because it directly concerned their
health.
Figure 5 The Willingness to Purchase Ice Cream in New Packaging
No
18%
Yes
82%
Figure 5 demonstrates the willingness of the participants to buy ice desserts in
new packaging. It clearly showed that participants were highly interested in ice cream
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in new packaging. Only 18% of them thought of the package of ice cream as not so
important. They tended to buy the ice cream they used to buy.
The General Opinions on Shaomei’s and Duroyal’s Packaging Design
According to our results of the questionnaire, the participants reckoned that Duroyal’s
packaging design was superior to that of Shaomei’s. The participants regarded
Duroyal’s packaging design as more colorful and rich in patterns, leaving a strong
impression on them. Also, the participants claimed that Duroyal’s packaging design
had a positive influence on their brand image. They could easily recognize the brand
through the attractive patterns. Conversely, Shaomei’s packaging design was much
plainer in color and patterns. Although the conventional yellow carton was the symbol
of this brand, the design was not so attractive as Duroyal’s.
Discussions
This research attempted to find if packaging design has an impact on consumers’
intention to purchase ice cream. According to the earlier findings, we originally
assumed that packaging design would have an influence on buyers’ purchasing
willing. However, the result indicates the effect of packaging on buying ice cream is
not as significant as we expected. It is the flavor that influences consumers most when
purchasing ice cream. Thus, if the exterior packaging can lay emphasis on the
characteristics of flavor, it may attract more purchasers to buy ice desserts. The
manufacturers can show the characteristic of the flavor by putting some fancy patterns
or attractive slogans on the package.
Despite the fact that packaging design is not the decisive factor consumers will take
into consideration when buying ice cream, the importance of packaging should not be
undervalued in the ice cream purchase. Figure 6 indicates that the participants are still
highly interested in ice cream in new packaging. In terms of ice cream, only novel
packaging design possesses the potential to attract more buyers. No matter how the
ice cream is packaged, in carton or in ice cream cone, the brassier the design is, the
more eye-catching it will be.
The results show that packaging design might play a role in selling volume, but not a
very evident one. It is feasible that the manufacturers highlight the flavor on the
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exterior packaging or change the packaging design more often to catch more
consumers’ eyes.
Conclusions
It is found in our investigation that packaging design is not the main factor affecting
purchasers when buying ice cream. Instead, the flavor of ice cream is the top priority
for the consumers. However, the importance of package should not be overooked in
the ice cream purchase. When it comes to the ice cream with new packaging design,
the purchasers are still highly interested in it. The novel packaging design indeed
possesses the potential to attract more consumers.
As for the most desirable packaging type of ice cream, the result indicates that ice
cream cone is most preferable for most consumers. It is in agreement with the brand
that major purchasers like, Duroyal, which has their ice cream packaged in ice cream
cone mostly.
After the investigation, some advice for Shaomei and Duroyal on packaging design is
given. The yellow carton is Shaomei’s typical packaging design which faithfully
represents their brand image. It is true that yellow is an eye-catching color, but we are
of the opinion that a little bit difference may arouse consumers’ curiosity. Just as the
results indicate, the public tend to have interest in buying the products with the new
packaging, so it is possible that with new packaging, Shaomei is able to attract more
buyers. Also, the results display that most customers prefer to buy ice cream cones.
Nevertheless, Shaomei only has one kind of packaging, which is carton; perhaps
designing ice cream cones would bring more consumers to Shaomei. As for Duroyal,
the results reveal that the majority of the participants are mostly satisfied with its
products. With a view to boosting the sales volumes, we advise Duroyal can design a
new form of packaging at regular intervals so that the consumers will have the
different visual experience, and by doing so, they may have the willingness to buy it
out of curiosity.
In the process of giving out questionnaires, the majority of the participants gave the
constructive advice on Shaomei’s and Duroyal’s ice cream. However, the participants
willing to give their suggestions are mostly at the age of 11 to 20 and 21 to 30. They
mark the questionnaires and generously give their comments. By contrast, participants
aged beyond 31 have more hesitation in marking the questionnaires and some of them
refuse to accept our questionnaires. As a result, there is a discrepancy in the number
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of the participants from different ages. We also have a gender discrepancy. We
guess that maybe it’s because we’re girls, so boys may feel shy or embarrassed and
thus refuse our questionnaires. Trying to reduce the difference in amount, we still
have a gap of twenty people between the two genders.
In this project, we focus on what the most desirable ice cream packaging type and
design for consumers are. Besides, we just investigate local brands. For those who
also have the interest in doing the research on the relative subject, we suggest that
they base on our project and have a further study in the difference of packaging design
between the foreign brand of ice cream and that of native brand, investigating which
one will attract more consumers.
References
1. 朱陳春田 (1996)。 包裝設計。 台北: 新形象出版公司
2. 新形象出版公司編輯部 (1993)。 包裝設計點線面。 台北: 新形象出版公司
3. 龍冬陽 (1984)。 商業包裝設計。 台北: 檸檬黃文化事業有限公司
4 蔣炳煌 (2004)。 食品包裝容器的發展。 行政院國家科學委員會。
2009 年 10 月 3 日 取自網址
http://web1.nsc.gov.tw/ct.aspx?xItem=8132&ctNode=40&mp=1
5. Robin Weir (2009). The History of Ice Cream. Retrieved October 19, 2009, from
http://ice-cream.org/the-history-of-ice-cream.html
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