ESSAY STRUCTURE / PLAN
Intro:
- Introduce the question and topics to be covered. This essay will look into the influence food and drink packaging has on consumer purchase considering the various factors that affect it such as ... (topics), the aim is to gain a better understanding of ...
P1: Branding
- What is a brand?
- Marketing strategy?
- Customer types
- Big brands and their power in supermarkets
P2: Theoretical Approaches:
- Introduce Ian Pavlov
- Consumerism - Edward Bernays / Kant
- Validation of purchase
P3: Aesthetics Pt1
- Packaging designs + Competition in supermarket
- Gü - Innovative packaging
P3: Psychological Theories (1)
- Colour Theory
P4: Aesthetics pt2
- Masculine vs feminine design - relate to colours
P5: Psychological Theories (2)
- Nostalgia / emotional factors in purchasing
P6: Advertisement and their influence on consumer purchase
-Successful - Cadburys (relate to nostalgia factor)
- Unsuccessful - Pepsi - tarnished the brand?
P7: Trends
- Current trends and their influence, healthy vs unhealthy
- Sustainable
- Practical packaging vs aesthetic (relate to sustainability?)
Conclusion:
- What have I discovered?
- Heaviest influence / factor?
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