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Influence of packaging on consumer attitudes and perceptions in the luxury market - Dissertation Example

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The financial dimension of value perception refers to the cost implications of a luxury product to the consumers. Some consumers attribute value to cost. Consequently, a cheap product means less value to this category of consumers (Chevalier & Gutsatz 2012). …
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Influence of packaging on consumer attitudes and perceptions in the luxury market
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Download file to see previous pages Therefore, the process of packaging must evolve as consumer perceptions and expectations evolve. Packaging must reflect the authenticity and superiority of the products based on the consumer experiences and orientation. Luxury branding is more psychological than physical (Chevalier & Gutsatz 2012). Therefore, the cultural identity and the collectivism must play a significant role in addressing the consumer expectations. The situational stimuli and the social identity are necessary in ensuring that products and services meet the psychological standards set by the consumers (Heine 2012). These include the need for social recognition, show of might and satisfaction. In the United Kingdom, some luxury products believe that sustainability is necessary in the development of products. Therefore, luxury products are expected to be durable and classic. The uniqueness of products should be reflected in packaging and quality. For example, luxury cars are expected not only to be comfortable but durable. A growing number of luxury brands in the United Kingdom have devised products that are appealing to the social class especially after the purchasing power continues to decrease. The rationale of luxury concept is to develop differentiated products for the upper class (Michman & Mazze, 2006). This justifies the use of exclusive prices while marketing the products....
The logos and symbols are intended to identify with the consumers’ definition of superiority. Cultural factors influence consumer perceptions and hence the buying behavior. Members of different societies define luxury and uniqueness differently. Luxury brands in the United Kingdom market have been consistent in reflecting sophistication, national heritage, good taste and style to the consumers (Hines & Bruce, 2007). A telling example is the Victoria’s secret. The modern luxury brands in the United Kingdom market reflect liberalness and power of women (Mira, 2008). Consumers are willing to pay more for brands that capture their perception and expectations (Martinez, 2012). The current global trends have caused the world to be saturated with logos and symbols (Kapferer, & Bastien 2009). The interpretations of these logos and symbols are expected to lead to competitive advantage for the brands involved. The concept of logos and symbolic consumption is pushed by the need to have a status that is reflected in the symbols and logos. Therefore, it is important for luxury products to have competitive and visually appealing logos. Luxury brands are expected to have logos that carry the mission and vision of the company in a graphical and stylish manner (Chevalier & Gutsatz 2012). Symbolic consumptions rhyme with consumer expectations and the concept of perceptions and attitudes. Logos or symbols are known to reflect status and social classes (Kapferer, & Bastien 2009).The necessity of luxurious view on a product is largely influenced by the culture of a different society. With increasing competition, industry is unstable and the level of innovation has been on the rise (Martinez, 2012). Different strategies of packaging are used to ensure the ...Download file to see next pagesRead More
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