miun.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Relevance of Haptic Attributes in the Cosmetic Packaging Industry: A Survey among German Customers
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis aims at presenting and examining the relevance of haptic attributesin the cosmetic packaging industry. The thesis serves as an explorativeapproach towards the topic of investigation, enabling further researchconcerning the issue.In order to outline the relevance and the potential of haptic marketing to beimplemented in branding strategies, the author presents and analyzes indetail current research in the field of study, and derives the necessity offurther research with regard to the cosmetic industry, since the prevailingfindings are mainly focusing on textile products. Starting with a generaloverview about the topic of sensory marketing, the author then focuses onhaptic marketing particularly, outlining different definitions and motivationsto touch, in order to provide the reader with the necessary knowledge tounderstand the further study. Afterwards, various applications in the fieldof marketing are examined, where haptic marketing represents a high potentialto lead to competitive advantages. Furthermore, the author examinesthe characteristics of the cosmetics market and packaging industry, inorder to show, why haptic marketing is especially in those markets of significantrelevance.In order to investigate the relevance of haptic attributes in the cosmeticpackaging industry, a survey was conducted among German customers in3 different German cities. The findings reveal that consumers are highlyinfluenced by tactile inputs, regardless of age, annual net income and educationallevel. Consumers were influenced by the tactile input concerningtheir perception of quality, their purchasing preferences, as well as in theirwillingness to pay.

Place, publisher, year, edition, pages
2014. , 103 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-22450Local ID: FE-V14-G3-004OAI: oai:DiVA.org:miun-22450DiVA: diva2:732886
Supervisors
Examiners
Available from: 2014-07-07 Created: 2014-07-07 Last updated: 2014-07-07Bibliographically approved

Open Access in DiVA

No full text

By organisation
Department of Business, Economics and Law
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 609 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf