The influence of milk packaging in consumer buying behavior: Oatly case
Rrapa, Denisa (2022)
Rrapa, Denisa
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022111122490
https://urn.fi/URN:NBN:fi:amk-2022111122490
Tiivistelmä
As competition in the markets is swiftly increasing, marketers are looking for new ways to differentiate their products from their competitors. One of the most significant marketing tools when it comes to physical products nowadays is the packaging design. The packaging of a product has the ability to influence consumer behavior since the brand can communicate its values and beliefs through it. How the packaging design of Oatly milk influences consumer behavior is investigated in this thesis. Though, it focuses mainly on the packaging elements such as graphics, colors, size, and shape and partially on its materials and sustainability. The study is limited to milk packaging, while also consumer behaviors of individuals aged between 16-40, restrictedly residing in Finland are examined. Oatly is the case company for this study. Oatly underwent a huge transformation, going from a monotonous, boring to a more professional packaging design. It profited off the fact that many people browse and shop with their eyes, by treating the packaging as a tool for brand advertising. To generate relevant theories and assumptions, the theoretical framework of this study is centered around packaging design, elements, materials, packaging in the marketing mix, and consumer behavior, while also consumer behavior itself, consumer decision-making, consumerbrand connection, and consumer experience. Quantitative research was conducted with the development of an online survey, to compile more accurate data on consumer behavior. 70 respondents in total answered the survey, the results of which were then analyzed with the Excel platform. The results of the research revealed what message the Oatly packaging design conveys, its significance overall, and how respondents perceive the different elements displayed in the cartons. The outcomes were relatively positive, pointing out that the packaging design plays an important role when purchasing, while elements such as graphics, colors, and imagery are portrayed to assist with decision-making. Further research could explore different products provided by Oatly, other geographical areas, and group ages. This thesis, altogether, is developed for Oatly, though, many companies can benefit from the findings and what could further be examined.