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Autor
Grundey Dainora (Mykolas Romeris University)
Tytuł
Functionality of Product Packaging : Surveying Consumers' Attitude Towards Selected Cosmetic Brands
Źródło
Economics & Sociology, 2010, vol. 3, nr 1, s. 87-103, rys., tab., bibliogr. 19 poz.
Słowa kluczowe
Marka produktu, Opakowania, Kosmetyki
Product brand, Packaging, Cosmetics
Uwagi
summ.
Kraj/Region
Litwa
Lithuania
Abstrakt
The paper reviews the functions of product packaging and applies the theoretical findings to the empirical research, focusing on secondary and primary data of packaging of cosmetic products. A survey was performed in Kaunas City, Lithuania, to determine the consumers' opinion on four selected cosmetic brands: two brands from Lithuania and two of foreign origin, namely a) Optima Linija and BIOK; b) The Body Shop and L'Occitane. The chosen cosmetic brands are presented as separate mini case studies with a diagnostic comparison at the end. Further on, these brands were evaluated by respondents in Kaunas City (Lithuania), concerning their packaging and characteristics of its functionality. (original abstract)
Pełny tekst
Pokaż
Bibliografia
Pokaż
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  5. Chernatony, de L. (2008). Brand Building. In: M.J. Baker and S.J. Hart (eds.) The Marketing Book, 6th Edition, Amsterdam: Butterworth-Heinemann is an imprint of Elsevier.
  6. Copley, P. (2004). Marketing Communications Management: concepts and theories, cases and practices, Amsterdam, Butterworth-Heinemann is an imprint of Elsevier.
  7. INCPEN (undated), Understanding packaging, The Industry Council for Packaging and the Environment, Reading, England; available at http://www.packagingfedn.co.uk /images/fact%20sheets/Understand.pdf, referred on 18/02/2010.
  8. Jacobs, L., Keown, C., Worthley, R. (1991). "Cross-cultural comparisons: global marketers beware!", International Marketing Review, Vol. 8, No 3, pp.21-30.
  9. Kotler, P. (2002). Marketing Management. Millennium Edition. New York, Prentice-Hall, Inc.
  10. Kotler, P., Armstrong, G., Wong, V., Saunders, J. (2008), Principles of Marketing, 5th European Editon, Harlow: Pearson Education Ltd.
  11. Lockhart, H. (1997). "A paradigm for packaging", Packaging Technology and Science, Vol. 10, pp.237-252.
  12. Louw, A., Kimber, M. (2007), "The Power of Packaging", The Customer Equity Company is a wholly owned subsidiary of TNS (UK), available at www.tnsglobal.com/_assets/files/The_power_of_packaging.pdf, referred on 19/02/2010.
  13. Peattie, K. (2008), Green Marketing. In: M.J. Baker and S.J. Hart (eds.) The Marketing Book, 6th Edition, Amsterdam: Butterworth-Heinemann is an imprint of Elsevier.
  14. Pride, W.M., Farrell, O.C. (2010). Marketing. Mason (USA): South-Western Cengage Learning.
  15. Young, S. (2003), "Winning at Retail: Research insights to improve the packaging of children‟s products", Young Consumers, Vol. 5, No 1.
  16. www.biok.lt
  17. www.loccitane.com
  18. www.thebodyshop-usa.com
  19. www.maxima.lt/pirkeju-klubas/.../optima-linija/
Cytowane przez
Pokaż
ISSN
2071-789X
Język
eng
URI / DOI
http://dx.doi.org/10.14254/2071-789X.2010/3-1/9
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