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L’influence de la couleur et de la forme du packaging sur la relation à la marque et les comportements de choix chez les enfants de 7 à 12 ans

Abstract : The aim of this doctoral work is to contribute to a better understanding of the effect of the colour and shape of packaging on the relationship with the brand and the choice behaviour of children aged 7 to 12. This research is composed of an exploratory study and quasi-experimental studies. The qualitative study relating to the conduct of semi-directive interviews aims to enrich the conceptual framework resulting from the literature review. multidisciplinary. It thus aims to define the different variables and their inherent links, characterising the effect of the colour and shape of the packaging on the behaviour of the child-consumer. The research hypotheses constructed from the literature and the exploratory survey are tested through four quasi-experiments. Each study is the subject of an experimental protocol adapted to each visual stimulus and to the cognitive capacities of the children. The first two quasi-experiments highlight the positive impact of packaging colour and shape on brand name recognition. These studies also show the importance of age as an indicator of cognitive development. The following quasi-experiments highlight the role of the three dimensions of colour and shape on children's preferences and choice behaviour. For example, colour preferences have a significant influence on the evaluation of packaging, attitude towards the brand and the intention to ask for the product in the first instance. It turns out that brand attitude is a predictor of purchase intention. As regards the shape of the packaging, the results are divergent. In fact, children's preferences influence the evaluation of the product and the intention to ask for the product, but do not significantly influence the attitude towards the brand. Age does not moderate children's preferences, unlike gender, which influences colour preferences.
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https://halshs.archives-ouvertes.fr/tel-03010137
Contributor : Nora Bezaz <>
Submitted on : Tuesday, November 17, 2020 - 3:42:35 PM
Last modification on : Tuesday, January 19, 2021 - 11:08:27 AM

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  • HAL Id : tel-03010137, version 1

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Nora Bezaz-Zeghache. L’influence de la couleur et de la forme du packaging sur la relation à la marque et les comportements de choix chez les enfants de 7 à 12 ans. Sciences de l'Homme et Société. Université Paris 1 Panthéon-Sorbonne;France, 2014. Français. ⟨tel-03010137⟩

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