Packaging of children’s breakfast cereal: manufacturers versus children
Abstract
Based on primary research from both a child consumer and manufacturer perspective, this article explores the breakfast cereal market and the perceptions of packaging from the perspective of a child. Specific consideration is given to determining the overall role of packaging, what role packaging can play within integrated marketing communications and establishing the feasibility and effectiveness of packaging as a sole communications tool. Findings highlight some apparent inconsistencies between manufacturer and children’s views, and illustrate the possibility of adults underestimating how aware children are as consumers in today’s society.
Keywords
Citation
Hill, H. and Tilley, J. (2002), "Packaging of children’s breakfast cereal: manufacturers versus children", British Food Journal, Vol. 104 No. 9, pp. 766-777. https://doi.org/10.1108/00070700210443129
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited