| Author: | Silayoi, P. Speece, M. |
| Title: | The importance of packaging attributes: a conjoint analysis approach |
| Journal: | European Journal of Marketing
2007 : VOL. 41:11/12 p. 1495-1517 |
| Index terms: | food industry purchasing consumer behaviour market segmentation |
| Language: | eng |
| Abstract: | In this paper the authors discuss how manufacturers of products can develop their packaging design so that it appeals to the customer and in sense develops communication and brand recogniziton with the product. However the main aim of this study is to investigate how manufacturers can better understand how consumers response to their packages and packaging design. The authors study these issues by conducting a conjoint study among consumers for packaged food products in Thailand. The findings show that overall the most important role in consumer likelihood to buy is how the consumer perceives the convenience of the packaging technology. |
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