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Eine empirische Analyse der Einflussfaktoren der Endkonsumenten auf die Auswahlentscheidung von Verpackungsalternativen (Dose, Glas und Tetra Pak) am Beispiel von passierten Tomaten

  • Packaging, as a communication tool between the end consumer and the product, influences the purchase decision process and ultimately the purchase decision of the consumer (cf. Butkeviciene et al. 2008, p.59; Mishra/Jain 2012, p.49f). Since the influence of the type of packaging on the purchase intention has not yet been investigated, this connection will be examined more closely in this paper using the example of strained tomatoes and the corresponding target group. In addition, possible influencing factors (moderators) are to be identified and investigated, which show an additional effect on the relationship. The target group, on which the two aspects of the research question are to be examined, is defined as buyers of strained tomatoes, in the age of 20 to 35 years, who are living in Germany. An experiment was used to investigate this topic. For this purpose, an online survey was conducted using a standardized questionnaire. Three groups were formed according to the different types of packaging, to which the subjects were assigned by a randomization function in the questionnaire. The test persons were randomly selected from the private and professional network of the researcher. The survey period lasted approximately two weeks (11/03 – 11/14/2020). The analysis of the usable data was carried out with the analysis of variance (ANOVA) in order to check the influence of the packaging type on the purchase intention. This showed that there was no significant correlation, but the significance level was very close to the threshold for a significant value. The covariance analysis (ANCOVA), which was used to take into account possible further moderators(covariates), showed that the information on the packaging material have an additional effect. The other moderators could not be examined because at least one of the conditions for the calculation was not fulfilled.

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Author:Anja Schmitt
Document Type:Master's Thesis
Year of Completion:2021
Date of final exam:2021/03/17
Release Date:2021/04/29
Institutes:Fachbereich 2 - Wirtschaftsinstitut
DDC class:300 Sozialwissenschaften / 300 Sozialwissenschaften, Soziologie, Anthropologie
Licence (German):License LogoNo Creative Commons