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Consumer perceptions of product packaging

Consumer perceptions of product packaging Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers. Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typography; alternative packaging graphical forms; alternative packaging images Findings – Each positioning strategy appears associated with particular packaging dimensions. Research limitations/implications – Consumers have exhibited harmonious perceptions towards products‐packaging strategies, so one can conclude that a general feeling as to what a particular packaging exactly means exists. So the general opinion should guide packaging designers to appropriately meet consumers' expectations. Originality/value – A range of simulated packaging was prepared for the 46 consumers that took part in the two‐phase experiment: One of the seven positioning strategies was explained. For example: “Product ‘A’ is positioned as reasonably priced. People say the price is OK”; Case to be solved: “From this selection, choose the packaging that seems most suitable for product ‘A’, taking its characteristics into account”. The simulated packaging alternatives were shown and the subject chose the options that seemed most suitable (colour, typography, forms and images). The sequence was repeated for the remaining six positioning typologies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumer perceptions of product packaging

Journal of Consumer Marketing , Volume 23 (2): 13 – Feb 1, 2006

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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760610655032
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers. Design/methodology/approach – Data collection was divided into two phases. The first, (based on designers' opinions), to determine the key graphic variables in the design of packaging. The second, (based on consumers' opinions), to associate each packaging with a positioning strategy. The seven product‐positioning strategies selected were represented from the consumers' standpoint using multidimensional scaling. Four maps were obtained related to: alternative packaging colours; alternative packaging typography; alternative packaging graphical forms; alternative packaging images Findings – Each positioning strategy appears associated with particular packaging dimensions. Research limitations/implications – Consumers have exhibited harmonious perceptions towards products‐packaging strategies, so one can conclude that a general feeling as to what a particular packaging exactly means exists. So the general opinion should guide packaging designers to appropriately meet consumers' expectations. Originality/value – A range of simulated packaging was prepared for the 46 consumers that took part in the two‐phase experiment: One of the seven positioning strategies was explained. For example: “Product ‘A’ is positioned as reasonably priced. People say the price is OK”; Case to be solved: “From this selection, choose the packaging that seems most suitable for product ‘A’, taking its characteristics into account”. The simulated packaging alternatives were shown and the subject chose the options that seemed most suitable (colour, typography, forms and images). The sequence was repeated for the remaining six positioning typologies.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 2006

Keywords: Product positioning; Packaging; Perception; Presentation graphics; Consumer behaviour

References