The Effects of Packing Design and Perceived Value of Teas

• Main Authors: Yu-Ching Chen, 陳鈺青
• Other Authors: Jun-Ren Wang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03401953866968394859

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 97 === The purpose of the study attempts to understand the effects of packing design and perceived value of teas in marketing and also to study that the influence on packing design and purchase intention of teas marketing. The study use the experiment design methods, including of four sections.The first section is the definition of the packing bottle shape in marketing .The second section is subject's description for the teas adjective as product personality. The thirds section is following the first section result that the packing bottle shape’s definition and subject's description for the packing bottle shape as product personality. The fourth section to compose three teas and the six packing bottle shape to understand that tea in which the packing bottle shape have higher perceived value. The study is to analyze by ANOVA. The results from the study are as the following: the packing bottle is six of Circular-shaped, Square-shaped, Conical-shaped, the shapes of Yield Curves, roof-shaped, cup-shaped. a.The best adjective of black tea is grace; the best adjective of green tea is pure and fresh; the best adjective of Oolong tea is ripe. b.The best adjective of Circular-shaped is ordinary, the best adjective of Square-shaped is simple, the best adjective of Conical-shaped is slim, the shapes of Yield Curves is vitality , the best adjective of roof-shaped is home-style person , the best adjective of cup-shaped is vogue. c.And the packing shapes of roof-shaped having higher perceived value than other shapes in black tea, the packing shapes like cup-shaped having higher perceived value than other shapes in green tea. And in Oolong tea, the packing shapes like Circular-shaped having higher perceived value than other shapes.