Influence of packaging on consumer attitudes and perceptions in the Dissertation

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

Assianment Assignment Example | Topics and Well Written Essays - 500 words

Assianment - Assignment Example No Man’s Land focuses our sights on the human side of the war as the men of Newfoundland Regiment reminisce the time when they saw the war as an adventure and an opportunity to seek glory for themselves and their country. They were told that the war would last only for a year and they would be coming home just in time for Christmas. They were proud volunteers then as many other soldiers were. The memories of their march past cheering crowds through the streets of St. Johns and into the transport Florizel was all fresh to them. War for them was an adventure. That view changed ever since the news of McWhirter’s death, the first Newfoundland man killed, was made known. Now, Second Lieutenant Alan Hayward, Martin and the rest of the men find themselves anxiously waiting for the moment when they would step out of the trenches and assault the enemy. They cower under the protection of their makeshift bunkers as the enemy artillery barrage pummels their position. All of them knew that at any time they could end up dead or dying. The men longed for home and were frustrated by the lack of knowledge of what lies ahead of them but in spite of these, they stand resolutely on the fire steps glancing at their pocket watches and waiting for the zero hour. In reading the book, we become enticed with how Kevin Major effectively portrayed the unnatural quiet before the storm. Major was also equally effective in portraying the camaraderie as the men on Newfoundland Regiment fight to make it through the barbed wire, deadly sweep of machine-gun bullets and grenades. In spite of their heroic efforts, the area known to be as no man’s land proved to be the graveyard for two hundred and seventy-two young men from the Newfoundland Regiment. It was the greatest casualty for any other unit in the battlefield. On that morning of July 1, 1916, the communities in Newfoundland lost many of its men who would have been their future leaders. The attempt to drive the enemy