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Authors
Advisor(s)
Abstract(s)
O objetivo deste trabalho consiste em compreender quais os elementos presentes da
embalagem que estimulam o consumidor a adquirir um produto de skin care para
peles atópicas. Dessa forma compreende-se que este estudo realça a manipulação da
cor, design e preço, de maneira a focar quais destes mecanismos são o fator que as
empresas devem focar na elaboração e lançamento de packaging.
Foram realizadas 40 entrevistas, a 34 participantes do género feminino e 6 do género
masculino. Adicionalmente, a amostra total de 40 participantes foi dividida igualmente
em 2 grupos. No grupo A foram integrados os participantes com dermatite atópica, e no
grupo B, foram incluídos os participantes com ausência desta condição.
Nas entrevistas realizadas, foram apresentados um conjunto de embalagens onde o
respondente teria de escolher as 3 eleitas e ordená-las por ordem de preferência.
Consoante as suas decisões iriamos compreender as suas motivações. O passo seguinte
serviu para entender qual o design que o mesmo tinha mais interesse e se esse traduziase no mais caro aos seus olhos. De seguida, apresentamos uma opção de troca, entre as
suas preferências de maneira a compreender se o respondente ponderava a quantidade
oferecida em valores absolutos e relativos, e se o seu interesse se sujeitava à quantidade
de produto ou ao formato da embalagem. Por fim, quisemos compreender as
expectativas criadas pelo inquirido consoante as cores e as ilustrações presentes nas
embalagens.
Os resultados sugerem que uma marca que queria entrar no mercado, terá mais sucesso
ao usufruir cores de uma marca já renomada no mercado. No entanto, o consumidor
não irá por como prioridade o formato da embalagem se esta tiver ao mesmo preço,
mas oferecer uma menor quantidade de produto em comparação à sua segunda ou
terceira preferência. E que há cores que são associadas há sua composição, como por
exemplo o verde a produtos naturais e o azul a formulas à base de água.
The aim of this study is to understand which elements of packaging encourage consumers to purchase a skin care product for atopic skin. It is therefore understood that this study highlights the manipulation of color, design and price, in order to focus on which of these mechanisms are the factors that companies should focus on when designing and launching packaging. A total of 40 interviews were conducted, with 34 female and 6 male participants. In addition, the total sample of 40 participants was divided equally into 2 groups. Group A included participants with atopic dermatitis and Group B included participants without this condition. During the interviews, the respondents were presented with a set of packages and had to choose the 3 they preferred and rank them in order of preference. Depending on their decisions, we would understand their motivations. The next step was to understand which design they were most interested in and whether it was the most expensive in their eyes. Next, we presented them with a trade-off between their preferences in order to understand whether the respondent weighed up the quantity offered in absolute and relative values, and whether their interest was subject to the quantity of product or the shape of the packaging. Finally, we wanted to understand the expectations created by the respondent according to the colors and illustrations on the packaging. The results suggest that a brand that wants to enter the market will be more successful if it uses colors from a brand that is already renowned in the market. However, consumers will not prioritize the shape of the packaging if it has the same price but offers a smaller quantity of product compared to their second or third preference. And there are colors that are associated with their composition, such as green for natural products and blue for water-based formulations.
The aim of this study is to understand which elements of packaging encourage consumers to purchase a skin care product for atopic skin. It is therefore understood that this study highlights the manipulation of color, design and price, in order to focus on which of these mechanisms are the factors that companies should focus on when designing and launching packaging. A total of 40 interviews were conducted, with 34 female and 6 male participants. In addition, the total sample of 40 participants was divided equally into 2 groups. Group A included participants with atopic dermatitis and Group B included participants without this condition. During the interviews, the respondents were presented with a set of packages and had to choose the 3 they preferred and rank them in order of preference. Depending on their decisions, we would understand their motivations. The next step was to understand which design they were most interested in and whether it was the most expensive in their eyes. Next, we presented them with a trade-off between their preferences in order to understand whether the respondent weighed up the quantity offered in absolute and relative values, and whether their interest was subject to the quantity of product or the shape of the packaging. Finally, we wanted to understand the expectations created by the respondent according to the colors and illustrations on the packaging. The results suggest that a brand that wants to enter the market will be more successful if it uses colors from a brand that is already renowned in the market. However, consumers will not prioritize the shape of the packaging if it has the same price but offers a smaller quantity of product compared to their second or third preference. And there are colors that are associated with their composition, such as green for natural products and blue for water-based formulations.
Description
Keywords
Dermatite Atópica Design Embalagem Skincare