Consumer response towards yoghurt that comes with a spoon : product design and consumer behaviour

Abstract

The study deals with consumer response towards yoghurt that comes with a spoon concerning product design and consumer behaviour. The study intends to meet the convenient need of a spoon when eating yoghurt. It will unveil the power of a product design on consumer behaviour. Attributes such as product design, product information, quality and price and product involvement are also considered. The study is based on two theories that are "Means-end theory" which states that people do not buy products for the products' sake, but for the benefits that their consumption can provide. Another theory is "Consumer-led new product development" which considers consumer needs, as the foundation of product development and aims at fulfilling those needs thus providing consumer value. I used a questionnaire as a data instrument. Participants were chosen through nonprobability sampling, as it is readily accessible and convenient. Data was analysed through using Descriptive Analysis, Correlation and Binary logistic regression. The results show that convenience is statistically significant to the usefulness of the spoon on yoghurt. There is a strong correlation between purchase decision and product design, price quality and product information. Future research may consider the visual aspects of product design or cognitive interaction affecting consumer response on yoghurt tubs and also the flavours of yoghurt and consumer responses. It would also be interesting to include pre-school kids and other school children as part of the sample when researching yoghurt