Analysis of the Graphical Aspect.docx - Analysis of the Graphical Aspect One of the three key research objectives in this study was the impact of a

Analysis of the Graphical Aspect.docx - Analysis of the...

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Analysis of the Graphical Aspect One of the three key research objectives in this study was the impact of a product package’s graphical aspect on consumer choice. The results emanating from the study revealed that the graphical aspect of the package (colour and artwork), was viewed favorably in relation to consumer choice of cosmetic brands, with a cumulative score of the ‘ agree ’ and ‘ strongly agree options at 55% (Colour) and 47% (Artwork) as illustrated below. Figure 4.4: Frequency Distribution of Colour Perception
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Figure 4.5: Frequency Distribution of Artwork Perception
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Unformatted text preview: The aspect of graphics yielded fairly close statistical results when an analysis was carried out. The mean value averaged at 3.4, the median value at 3.5 and the modal value at 4. These three measures of central tendency seemed to depict close similarity. The measures of dispersion (variance and standard deviation) averaged at 1.202 and 1.096 (respectively) from the mean value. The skewness of the data was negative, averaging at -.414 but more skewed in colour than in artwork. The table below further illustrates these results....
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