In this case, the attitude towards the packaging confers a resonating attitude to the product itself -- packaging is also crucial for purchase decisions.
A study by Wakefield, Germain, and Durkin (2008), this time on the perception of smokers on the perception of cigarette brands, showed how the importance of packaging reiterates itself again by product quality perceptions -- plainly packaged cigarettes were seen as having lower tobacco and having a decreased level of satisfaction. The level of change was such that the number of brand elements removed from the pack is correlated with the decrease in perceived valuation of the respondents.
Hoyer and MacInnis (2008) corroborates the data with the more recent studies with the idea that the psychological core of the consumer does indeed reflect their particular hedonic perceptions based on what is just sensed on the onset. It can even be said that the influence of packaging could be amplified by way of the correct timing of the placement of the packaging, a fact that could easily be noticed within the context of a brick-and-mortar purchase (Underhill, 2006).
The Influence of Price
Price also becomes a general purchase driver that consumers bank on given that there is an intense regard for value-for-money purchase decisions just after the global economic crisis of 2007 (Galinsky, Ku, and Mussweiler, 2009). Bennet (2009) describes the effects of price as essentially similar to the general influences of brand, quality, packaging with resulting threads that intertwine in the context of consumer purchase behavior. For example, a high price would almost certainly be perceived as correlated with a high product quality or a service that may be seen as rationally defensible given the terms of the valuation that was pegged by the company. In this case, stating a high price for a product would most certainly be important if the product valuation that the company is aiming for is more of a sophisticated image.
However, the affect services that were previously described in the discussion on quality influence are also important in the calculations of pricing equivalents as is the case with Paul et al. (2009). In the study, the specific drivers correlated with pricing can be dependent on the actual perception that the consumer has on the product and the valuations that have they already developed prior to product exposure. Simply said, there will be times when such pricing influences could backfire given the opportune time that consumers would be able to rationally optimize the service that they pay for and what they actually get -- a high price requires excellent service.
Of course, cheap doesn't necessarily mean carrying a negative connotation not if the consumer perceptions sees the product as a value-for-money decision that gives a distinct calculation of the purchase (i.e. price) with what the consumer perceives as the benefits it confers to the him or her. In this case, the mass market implementation of a product could be rolled given that pricing influencing mechanism in mind (Hoyer & MacInnis, 2009)
Specific Influences Toward Skin-care Products
In the context of Asian markets, the platform for analyzing the pricing, quality, packaging and quality valuations of skin-care products could now be employed as a way to explain the increase in the specific product. Bird et al. (2010) explains this phenomenon as hinged on the associations of pale, smooth skin with the standard for Asian beauty. Having a lighter or paler skin creates an opportunity for a higher perception -- a better 'brand image' if you will' -- of the individual who has obtained these attributes; paler skin is associated with wealth, status, and power in Asian societies (Bird et al., 2010). This has a simple physical correlate in that those who have white skin do not have to venture outside to work in the fields or do some rough activity that requires some exposure to the sun (Li et al., 2008).
It can be said then that the rise of the skin-whitening market in Asia had capitalized on these widespread cultural norms. In fact, it becomes a boon to those who 'whiter skin' because it doesn't matter what kind of social status or environment they have. Buy buying a skin-whitening product people have an accelerated way of achieving 'white skin' regardless of whether they really are exposed to the sun or not. In short, the consumers buy-in to the ideal that having a 'white skin' confers to people (Bird et al., 2010).
Normative Influence in Purchasing Behavior
The whole skin-care product line in Asia is now hinged on normative social influence for purchase decision. Hoyer and MacInnis (2009) defines this particular...
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