Examining Effects of Shelf Ready Packaging on Brand Knowledge Based on the Example of Torgovy Dom Yarmarka
Kovaleva, Uliana (2016)
Kymenlaakson ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201702162443
https://urn.fi/URN:NBN:fi:amk-201702162443
Tiivistelmä
The intense competition induces companies to make effort to distinguish their products from the market alternatives, which is to a certain extent facilitated by packaging. In the meantime, the demand on Shelf Ready Packaging (SRP), having emerged somewhat recently, is increasing while its geographical spread is growing. Thus, the purpose of this study consisted in the assessment of influence of SRP on brand knowledge.
Therefore, the quantitative research was conducted, having been anteceded by examination of the extant literature on brand management, packaging and SRP. The research population is represented by the adult inhabitants of Russia, having been subject to the non-probability sampling. The survey strategy was realized through such a mean of data collection as an electronic questionnaire, having been transmitted with the public links and based on the positioning strategy of Torgovy Dom Yarmarka and its primary and shelf ready packaging. The individuals were provided with two dissimilar versions of the questionnaire, one having involved pictures of the primary packaging, while another having encompassed the depicted combination of primary and shelf ready packaging.
Although the SRP was expected to contribute to conveyance of the Yarmarka brand meaning, the research results indicate that the corresponding effect is statistically insignificant in case of the SRP applied by Yarmarka. However, some of the limitations involved in the present study imply that other means of researching could have been employed to examine the SRP influence on the brand recognition in a more realistic manner. Apart from that, it is relevant to assess the impact of other types of SRP design on brand knowledge.
Therefore, the quantitative research was conducted, having been anteceded by examination of the extant literature on brand management, packaging and SRP. The research population is represented by the adult inhabitants of Russia, having been subject to the non-probability sampling. The survey strategy was realized through such a mean of data collection as an electronic questionnaire, having been transmitted with the public links and based on the positioning strategy of Torgovy Dom Yarmarka and its primary and shelf ready packaging. The individuals were provided with two dissimilar versions of the questionnaire, one having involved pictures of the primary packaging, while another having encompassed the depicted combination of primary and shelf ready packaging.
Although the SRP was expected to contribute to conveyance of the Yarmarka brand meaning, the research results indicate that the corresponding effect is statistically insignificant in case of the SRP applied by Yarmarka. However, some of the limitations involved in the present study imply that other means of researching could have been employed to examine the SRP influence on the brand recognition in a more realistic manner. Apart from that, it is relevant to assess the impact of other types of SRP design on brand knowledge.