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Gaining competitive advantage from packaging and labelling in marketing communications

Gaining competitive advantage from packaging and labelling in marketing communications This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Gaining competitive advantage from packaging and labelling in marketing communications

Clive Nancarrow; Len Tiu Wright; Ian Brace
British Food Journal , Volume 100 (2): 9 – Mar 1, 1998
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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070709810204101
Publisher site
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Abstract

This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.

Journal

British Food Journal – Emerald Publishing

Published: Mar 1, 1998

Keywords: Consumer attitudes; Labelling; Motivation; Packaging

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