Consumer response towards yoghurt that comes with a spoon : product design and consumer behaviour
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North-West University (South Africa), Potchefstroom Campus
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
Description
MBA, North-West University, Potchefstroom Campus, 2016