Browsing by Subject "Consumer Behavior"
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Item Restricted Color Theory in Marketing Targeting Gen-Z in the DACH Region(2023) Nicole Bianca Gusel; Glarou, Despoina; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract This study explores and investigates the importance of color theory in creating marketing targeting Gen-Z in the DACH region. This study provides a general understanding of color theory and how color can support the creation of successful marketing. The literature review will discuss the different symbolism of colors for the DACH region, followed by the use of color in marketing - specifically in the branding context and consumer behavior. Additionally, the study used a mixed-method approach. An online survey and interviews were conducted to generate knowledge about the topic further. The results were analyzed and provided the foundation for an in-depth reflection of the results gathered. At the end of this study, limitations are presented, and directions for providing future research topics are displayed. Color theory in marketing play an essential role, specifically in branding, to increase brand recognition and awareness. Furthermore, colors subconsciously affect consumer behavior and trigger different emotional responses depending on the combination. During this study, the effects of eight colors were discussed; however, in the survey, only the associations of six out of the eight were asked in detail. The reason for choosing only six out of the eight colors is due to the length of the survey and the focus on the primary colors often used in marketing. Nevertheless, all eight colors are mentioned in this study. Keywords: color theory, marketing , DACH region, Gen-Z, consumer behaviorItem Restricted Stigmatised Products and Consumer Behaviour : Are Brands Challenging and Changing Consumer Perceptions Around Menstrual and Reproductive Products in South Asia(2022) Harrisa Aziz; Ülker, Barış; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: Stigmas have been attached to menstrual and reproductive hygiene products for a long time. These stigmas impact the perceptions and, in turn, the behavior of consumers. This research aims to look into the impact of these stigmas on consumer perceptions of menstrual and reproductive hygiene products and the impact it has on their behavior in South Asia, using the example of Pakistan, and the efforts of brands to tackle those stigmas. The paper analyzes the factors that contribute to the negative notions that are attached to these products. The paper, by the use of a survey, analyzes the change in consumer perceptions and behavior regarding menstrual products. The research looks into the different advertisements and campaigns by different brands to analyze the strategies used to market menstrual and reproductive hygiene products in Pakistan. The results discuss the implication of liberal versus conservative approaches to marketing. Both of the different approaches, when used properly, help in tackling stigma and creating awareness and education. The research further focuses on the importance for brands and organizations to understand the cultural boundaries and the consumer's ideology, beliefs, and sentiments while dealing with stigmatized products. Keywords: stigmas, menstrual hygiene products, reproductive hygiene products, consumer perceptions, consumer behavior, South Asia, Pakistan, brands, negative notions, survey, change, advertisements, campaigns, marketing strategies, liberal approach, conservative approach, awareness, education, cultural boundaries, consumer ideology, beliefs, sentimentsItem Restricted The Wine Label of the Future : How Can Visual Communication Aid the Wine Industry in Targeting the Next Generation of Wine Consumers?(2023) Katharina Virag Csali; Thoma, Sascha; Wittner, Ben; Faculty of Architecture and Design; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis explores the declining interest in wine among Gen Z and Millennials and examines how packaging design can make a difference in targeting these generations. Specifically, it analyses consumer behavior and tendencies of Gen Z. This helps to determine how visual language in packaging design can improve product perception for this consumer segment. It aims to cast light on the relationship between graphic design and wine marketing to examine how creative packaging motivates consumers to make purchase decisions. This helps to determine how visual language in packaging design can improve product perception and make wine more approachable. The findings in my thesis indicate that Gen Z is digitally savvy, socially conscious, and has a particular way of learning new information, which was crucial in order to determine the marketing strategy for future wine marketing. The study includes a BA project, in which augmented reality and motion graphics within label design and wine branding are explored