NON-ALCOHOLIC BEVERAGE (NAB) IDENTITY BY CONSIDERING PRODUCT ONOMASTICS IN RELATION TO TYPICAL PACKAGE SHAPE

Öz

n this study, CorelDraw basic shape tools are used in representing typical package shape for Non-Alcoholic Beverage (NAB) products. Then the graphic display of this NAB typical package shapes is shown to the consumers recruited for the research. Brand names and typical package shapes are adopted as the cue for 100 consumers recruited to identify their preferred NAB products. Their level of identification is elicited with the aid of a Likert scale 5 to 1; where 5 represents very easy; 4 represents easy; 3 represents somehow difficult; 2 represents difficult and 1 represents very difficult. The study is descriptive and exploratory; hence, there is no right and wrong emphasis in the study but it intends to describe the trend in consumers’ ability to identify NAB in the context of typical product package shape by using product onomastics. Alphanumeric, suggestive, fanciful, descriptive, generic, arbitrary, toponym, homonym, and eponym are considered as product onomastics in this study. The trend falls into 3 classifications: ‘very easy to identify’, ‘easy to identify’, and ‘somehow difficult to identify. There are no difficult to identify product onomastics; however, the present study adduces that there should be typical package shape and onomastics for swift product identification in situations whereby stakeholders cannot afford frequent and regular advertisement in all possible media. This should minimize congestion in marketplaces, as well as the prolonged search time undergone by consumers while looking for preferred product brands. This will contribute to the existing knowledge of stakeholders towards conceiving the idea of predictive product representation.

Anahtar Kelimeler

• CorelDraw
• Consumer
• Identification
• Graphic Displays
• Product Onomastics
• Non-Alcoholic Beverages

Kaynakça

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