東華大學圖書館 |

Beer Packaging Design and Perceived Quality in Thailand.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Beer Packaging Design and Perceived Quality in Thailand./
作者:	Keong, Teo Soon.
面頁冊數:	1 online resource (230 pages)
附註:	Source: Dissertations Abstracts International, Volume: 84-05, Section: A.
Contained By:	Dissertations Abstracts International84-05A.
標題:	Southeast Asian studies. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29732034click for full text (PQDT)
ISBN:	9798352975633

Beer Packaging Design and Perceived Quality in Thailand.
Keong, Teo Soon.

Beer Packaging Design and Perceived Quality in Thailand. - 1 online resource (230 pages)

Source: Dissertations Abstracts International, Volume: 84-05, Section: A.

Thesis (Ph.D.)--The University of Liverpool (United Kingdom), 2022.

Includes bibliographical references

With anti-alcohol regulations limiting the promotion of beer brands in Thailand, effective packaging has become a vital touchpoint to communicate quality and image. Within this context, this thesis explores beer packaging designs and how they can affect Thai consumers' perceptions of beer quality. The resultant knowledge is then used to catalyse changes in the packaging design processes within the organisation of interest. The study is undertaken as an insider action research project, with the Group Marketing Director as the lead researcher. It consists of consumer surveys, focus group discussions, and individual interviews with key stakeholders in the organisation.In Phase One, surveys aim to sense-check if beer packaging cues affect product quality perceptions. These cues include symbols, pictures, product and producer information. Also included are size, shape, haptics, colour, and bottle and label materials. They are subsequently included as focus group discussion points using statistical analyses to affirm their meaningfulness. In Phase Two, focus groups explore why these cues matter in quality perceptions. The results indicate that visual cues like material, colour, shape, and graphics are most important when perceiving quality from product packaging. These are underpinned by themes related to 'Safety and Health', 'Sustainability', and 'Marketing'. However, consumer involvement levels are raised when faced with brand unfamiliarity or design incongruency, and textual information becomes more critical because they offer quality and safety assurance.In Phase Three, individual interviews elicit reflections about the industry, the consumer themes, and the design processes of the organisation. They reveal that visual and haptic cues enhance quality perceptions. However, such insights are often overshadowed by limitations such as cost, equipment constraints, and a reluctance to challenge typical category expectations. Eventually, the interviewees acknowledge a need to incorporate consumer insights into the packaging design processes. Changes are then made to existing design and research briefing templates to help guide members of the Marketing department.Action research cycles of observing, planning, acting, and reflecting are embedded in each of these four chapters - Literature Review, Methodology, Analysis and Discussions, and Implications for Management Practices. An initial plan is drawn up in each cycle to refine the research questions by observing how similar studies were conducted. In the reflective phase, procedural or knowledge gaps are identified and discussed. Specifically, the literature review findings are reflected against prevalent practices and beliefs, while the research methods are reflected against research paradigms and the research questions. The findings from the analyses at every stage are also deliberated on with relevant stakeholders to bring forth deep insights that trigger reconsiderations of existing bias, beliefs and practices.Finally, this thesis outlines my development as a scholar-practitioner. It details the iteration of an initially lonely academic pursuit which eventually became a collaborative platform which my colleagues and I used to catalyse actionable changes within the organisation. It reinforces the importance of having multiple viewpoints to add richness, underlines that engagement leads to greater receptivity, and instils in me the discipline of critical reflection upon every step taken. These are essential lessons when confronting future wicked and messy problems at work or in life.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798352975633Subjects--Topical Terms:

3344898
Southeast Asian studies.
Index Terms--Genre/Form:

542853
Electronic books.

Beer Packaging Design and Perceived Quality in Thailand.
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500 $a Source: Dissertations Abstracts International, Volume: 84-05, Section: A.
500 $a Advisor: Byrom, John.
502 $a Thesis (Ph.D.)--The University of Liverpool (United Kingdom), 2022.
504 $a Includes bibliographical references
520 $a With anti-alcohol regulations limiting the promotion of beer brands in Thailand, effective packaging has become a vital touchpoint to communicate quality and image. Within this context, this thesis explores beer packaging designs and how they can affect Thai consumers' perceptions of beer quality. The resultant knowledge is then used to catalyse changes in the packaging design processes within the organisation of interest. The study is undertaken as an insider action research project, with the Group Marketing Director as the lead researcher. It consists of consumer surveys, focus group discussions, and individual interviews with key stakeholders in the organisation.In Phase One, surveys aim to sense-check if beer packaging cues affect product quality perceptions. These cues include symbols, pictures, product and producer information. Also included are size, shape, haptics, colour, and bottle and label materials. They are subsequently included as focus group discussion points using statistical analyses to affirm their meaningfulness. In Phase Two, focus groups explore why these cues matter in quality perceptions. The results indicate that visual cues like material, colour, shape, and graphics are most important when perceiving quality from product packaging. These are underpinned by themes related to 'Safety and Health', 'Sustainability', and 'Marketing'. However, consumer involvement levels are raised when faced with brand unfamiliarity or design incongruency, and textual information becomes more critical because they offer quality and safety assurance.In Phase Three, individual interviews elicit reflections about the industry, the consumer themes, and the design processes of the organisation. They reveal that visual and haptic cues enhance quality perceptions. However, such insights are often overshadowed by limitations such as cost, equipment constraints, and a reluctance to challenge typical category expectations. Eventually, the interviewees acknowledge a need to incorporate consumer insights into the packaging design processes. Changes are then made to existing design and research briefing templates to help guide members of the Marketing department.Action research cycles of observing, planning, acting, and reflecting are embedded in each of these four chapters - Literature Review, Methodology, Analysis and Discussions, and Implications for Management Practices. An initial plan is drawn up in each cycle to refine the research questions by observing how similar studies were conducted. In the reflective phase, procedural or knowledge gaps are identified and discussed. Specifically, the literature review findings are reflected against prevalent practices and beliefs, while the research methods are reflected against research paradigms and the research questions. The findings from the analyses at every stage are also deliberated on with relevant stakeholders to bring forth deep insights that trigger reconsiderations of existing bias, beliefs and practices.Finally, this thesis outlines my development as a scholar-practitioner. It details the iteration of an initially lonely academic pursuit which eventually became a collaborative platform which my colleagues and I used to catalyse actionable changes within the organisation. It reinforces the importance of having multiple viewpoints to add richness, underlines that engagement leads to greater receptivity, and instils in me the discipline of critical reflection upon every step taken. These are essential lessons when confronting future wicked and messy problems at work or in life.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2023
538 $a Mode of access: World Wide Web
650 4 $a Southeast Asian studies. $3 3344898
655 7 $a Electronic books. $2 lcsh $3 542853
690 $a 0338
690 $a 0222
710 2 $a ProQuest Information and Learning Co. $3 783688
710 2 $a The University of Liverpool (United Kingdom). $3 1684840
773 0 $t Dissertations Abstracts International $g 84-05A.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29732034 $z click for full text (PQDT)

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