Consumer reaction to new package design

Gary R. Holmes (Breech School of Business Administration, Drury University, Springfield, Missouri, USA)
Audhesh Paswan (Department of Marketing and Logistics, University of North Texas, Denton, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Publication date: 13 April 2012



This study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality change as the consumer's experience with the package moves from indirect to direct.


Respondents evaluated a new package design at indirect, moderately direct, and direct levels of experience. Factor analysis was also conducted to determine what dimensions consumers use for evaluation.


This study revealed three major findings. First, consumers evaluate a new package on the two dimensions of “ease of use” and “ease of handling”. Second, the type of experience with the package has a significant effect on the consumers' attitude toward the package and the quality assessment of the product inside. Third, consumers' expectations of product quality and package ease of use have a positive association with purchase intention for all types of product‐related experience.


This paper provides insight into how consumers respond to products when the packaging has changed to a new design.



Holmes, G. and Paswan, A. (2012), "Consumer reaction to new package design", Journal of Product & Brand Management, Vol. 21 No. 2, pp. 109-116.

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Copyright © 2012, Emerald Group Publishing Limited

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