The Role Of Packaging Design In Attracting The Consumer (A Case Study Of Givenchy And Chanel Perfume)
الملخص
Abstract:
This Study Aims To Clarify The Role Of Packaging Design In Influencing The Purchasing Behavior Of The Consumer, A Comparative Study Between Chanel And Givenchy Perfume, By Distributing Questionnaires To A Sample Limited To 60 Females, And This Was Done In July 2021, By Studying The Packaging In Terms Of Quality And The Shape And Design And Their Role In Attracting The Consumer, And This Study Concluded That The Packaging Is Not Enough For Repurchase And That The Brand Plays The Largest Role In Making The Purchase, Which Indicates That The Latter Contributes More To Attracting The Consumer.
Keywords: Packaging, Packaging Design, Consumer, Primary Packaging,Consumer Behavior
المراجع
4. Conclusion:
Through our study, it becomes clear that the packaging is the most important element that the organization must rely on in developing an effective marketing strategy for its products. By conducting field tests before sending and launching a new packaging, the packaging is the one that reflects the direct image of the quality of the product, and therefore it is the mirror of the institution in the market.
A. Results:
• Givenchy's attention to packaging alone is not enough to attract consumers.
• The brand has the greatest influence in attracting consumers, and this is what we noticed in the Chanel Foundation.
• packaging design is not sufficient to re-purchase decision,
B. Recommendations:
• The Chanel Foundation should pay attention to improving the promotional and aesthetic aspect of the packaging, which appeared at a weak level compared to Givenchy. And pay attention to all colors instead of relying on black and white.
• Exploiting the competitive advantage that chanel enjoys, represented in its brand name, and trying to highlight it well on the packaging of its perfumes.
• Givenchy should not pay attention to the packaging alone to promote its products and neglect other aspects.
• Givenchy should stick to the beauty advantage of the packaging and try to take advantage of it and strengthen it.
References:
1. Books:
1- أبو قحف, ع. ا. (2001). التسويق وجھة نظر معاصرة طبعة الأولى ، مطبعة الإشعاع الفنیة للنشر. مصر.
2- أبوعلفة, ع. ا. (2002). التسويق (مفاهيم - استراتيجيات - النظرية والتطبيق) طبعة أولى، مؤسسة حورس الدولية للنشر والتوزيع. الإسكندرية
3- الصحن, م. ف. (1999). التسويق. الإسكندرية: الدار الجامعية.
4- بن عيسى, ع. (2000). سلوك المستهلك الجزء الأول الطبعة الثانية . الجزائر: ديوان المطبوعات الجامعية.
5- توفيق, ج., و حسن, ع. (1985). مذكرات في مبادئ التسويق وإدارة المبيعات. الدار الجامعية. مصر
6- عبيدات, م. ب. (2006). سلوك المستهلك. دار وائل للنشر.عمان, الأردن
7- عسكري, ا. ش. (2000). دراسات تسويقية متخصصة طبعة أولى ،دار المكتبة الوطنية. عمان:
2. Theses:
8- ندیرة, ف. (2003). التغليف وأثره في ترويج مبيعات المؤسسة. كلية العلوم التجارية والاقتصادية وعلوم التسيير. الجزائر
Through our study, it becomes clear that the packaging is the most important element that the organization must rely on in developing an effective marketing strategy for its products. By conducting field tests before sending and launching a new packaging, the packaging is the one that reflects the direct image of the quality of the product, and therefore it is the mirror of the institution in the market.
A. Results:
• Givenchy's attention to packaging alone is not enough to attract consumers.
• The brand has the greatest influence in attracting consumers, and this is what we noticed in the Chanel Foundation.
• packaging design is not sufficient to re-purchase decision,
B. Recommendations:
• The Chanel Foundation should pay attention to improving the promotional and aesthetic aspect of the packaging, which appeared at a weak level compared to Givenchy. And pay attention to all colors instead of relying on black and white.
• Exploiting the competitive advantage that chanel enjoys, represented in its brand name, and trying to highlight it well on the packaging of its perfumes.
• Givenchy should not pay attention to the packaging alone to promote its products and neglect other aspects.
• Givenchy should stick to the beauty advantage of the packaging and try to take advantage of it and strengthen it.
References:
1. Books:
1- أبو قحف, ع. ا. (2001). التسويق وجھة نظر معاصرة طبعة الأولى ، مطبعة الإشعاع الفنیة للنشر. مصر.
2- أبوعلفة, ع. ا. (2002). التسويق (مفاهيم - استراتيجيات - النظرية والتطبيق) طبعة أولى، مؤسسة حورس الدولية للنشر والتوزيع. الإسكندرية
3- الصحن, م. ف. (1999). التسويق. الإسكندرية: الدار الجامعية.
4- بن عيسى, ع. (2000). سلوك المستهلك الجزء الأول الطبعة الثانية . الجزائر: ديوان المطبوعات الجامعية.
5- توفيق, ج., و حسن, ع. (1985). مذكرات في مبادئ التسويق وإدارة المبيعات. الدار الجامعية. مصر
6- عبيدات, م. ب. (2006). سلوك المستهلك. دار وائل للنشر.عمان, الأردن
7- عسكري, ا. ش. (2000). دراسات تسويقية متخصصة طبعة أولى ،دار المكتبة الوطنية. عمان:
2. Theses:
8- ندیرة, ف. (2003). التغليف وأثره في ترويج مبيعات المؤسسة. كلية العلوم التجارية والاقتصادية وعلوم التسيير. الجزائر
