The impact of gender clues in packaging on consumers’ purchase intentions and the mediating role of brand image

Abstract

In the highly competitive world of FMCG, firms fight to differentiate their products and make them stand out in the eyes of the consumer. Hence, the packaging assumes an important role in grabbing consumers’ attention and in influencing them to make decisions. In order to study the impact of gender clues in packaging on consumers’ purchase intentions, this dissertation focuses on analyzing products in the wine’s category, namely, rosé wine.The methodology comprises primary data, obtained through qualitative research in the form of in-depth interviews, and quantitative research in the form of an online questionnaire. In fact, the findings illustrate that including gender clues in the packaging of rosé wines has a positive effect on consumers’ purchase intentions. Furthermore, results suggest that there is an indirect effect of brand image on the relationship between the variables. This effect has a positive impact and it is statistically significant, validating that there is partial mediation. Finally, in current times when gender and gender identity is one of the hottest topics, this dissertation opens the door for numerous possibilities regarding research about the role of gender in Consumer Packed Goods.

Date of Award	28 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor)