Sensorial interaction with packaging and its effect on purchase intention of a new body care brand

: duality between offline and online distribution channels

Abstract

The present thesis addresses the sensorial challenges between offline and online channels in the interaction with new brands’ packaging and its impact on purchase intention. Through different distribution channels, consumers’ interaction with products and consequent purchase outcome, are distinct – on online channel the individual is solely dependent on sight, whereas on offline sensorial interaction allows more dimensions. Therefore, is the online channel a good platform to launch new products? The above mentioned reasoning was applied to FMCG. Particularly, it was done through the creation of a new body care brand and products with subsequent observational study of participants’ purchase. In order to be able to study the role of senses, one of the developed packaging had multisensory features and the other was a simpler version. The study was completed on offline and online channels, in collaboration with LERNE, and purchasing settings were made to resemble real retailers. Participants conducted purchases in both offline and online channels and results were studied for significance. To understand if the paths-of-purchase “offlineàonline” and “onlineàoffline” impacted purchase intention, half of the participants were asked to follow each path. Ultimately, this thesis was able to demonstrate positive impact of sensorial interaction with packaging on purchase intention. It was also concluded that a new product, in which sensorial aspects are crucial, is more likely to achieve high purchase intention on offline channels rather than online; being that, with statistical significance, the market potential is double for the offline.

Date of Award	21 Jul 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor) & Wilson Bastos (Co-Supervisor)