The relative importance of nonverbal package attributes : A conjoint study of generic chocolate packages
Smirnova, Elena (2015)
Arcada - Nylands svenska yrkeshögskola
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This thesis is a part of ”Visual Impact” project held at Arcada UAS. The aim of this study is to determinate the relative importance of nonverbal attributes, such as, shape, color, font and image on the example of chocolate packages. The study is limited to consumer packages. Literature review was conducted based on journal articles and internet sources. In order to analyze the relative importance of nonverbal attributes a conjoint analysis was applied. A questionnaire was created to obtain necessarily information for the experiment. A sample of 87 participants was used in order to get the reliable results. For the experiment generic chocolate packages were made. All participants were asked to both score and rank the packages. Packages were created based on the four levels (shape, color, font and image) and their sublevels. Sublevels included three shapes (rectangular, bar and square); four colors (blue, red, brown and white); three fonts (Script, Serif and San Serif); image (either exist or not). An orthogonal design limited possible outcomes to 16 packages. The obtained results were analyzed from different angels. First, overall data was analyzed and discussed. Then the data was analyzed based on participant’s gender and the regular amount of chocolate consumption. During this study it was found out that an image on the package has the highest relative importance among four attributes. The least important nonverbal attribute is a shape. Clearly, it could be concluded that packages with an image are more preferable for consumers and attract more attention.