Search results

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.

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

Each positioning strategy appears associated with particular packaging dimensions.

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.

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.

This paper aims to analyze the impact of copycat packaging strategies on consumers’ product choices, assessing to what extent the adoption of this type of packaging increases the likelihood of purchase of private labels (PLs).

Data were collected in a preliminary field study (1,032 observations), followed by two experimental studies. Study 1 analyzed to what extent PLs’ packaging similarity influences consumers perceptions regarding product quality and production origin across six product categories. Study 2 analyzed, in a simulated real retail setting, to what extent copycat packaging strategies influence consumers’ choice across 22 product categories.

Results indicate that the higher the level of package similarity between PLs and national brands (NBs) (copycat strategy), the higher the likelihood that PLs’ products are perceived as being produced by one of the NBs’ manufacturers, leading to enhanced perceptions of quality of the PL products, and that the higher the level of package similarity, the higher the likelihood of consumption of PLs, especially when consumers are choosing products of utilitarian versus hedonic nature.

Data were collected in a south-western European country, which will aid the development of further studies in different retail settings.

This paper analyzes the impact of copycat packaging adoption by retailers on consumers’ perceptions and preferences about PLs. To the authors’ knowledge, this study is the first to assess, across multiple product categories and use market copycats, the potential effects of PLs packaging strategies on consumers’ purchase behavior.

Packaging is a mantra for encountering a period of immense potential. It keeps on being seen as a key component in the buying decision, and also it is exhibited as a brand communication gadget that goes past the products and can interface with customers in both the physical and virtual forms. The research aspiration is to establish that the speculation of packaging approaches will influence on buyers’ purchasing mode. An attempt has been made to examine and present the results. This research facilitates to discern the perception of consumer in the direction of packaging strategies and to spot the power of packaging factors, elements and strategies of product packaging on purchasing mode of buyers.

Data were collected from 836 respondents from the four major cities of two states in India through structure questionnaire. Every age of the respondents was targeted in the this study to get their perception and buying mode of them, and the analysis was done by using analysis of variance, correlation and regression analysis by using 23.0 version of SPSS.

The consequence of research reveals that media exposures, packaging strategies and elements have better influence on the buyers’ buying mode. Business people must produce innovative bundling designs for their items to market. These allow the keeping and catching the new and existed customers, because packaging has superior influence and also helps in acquiring and retaining the new consumers for their new products.

This study being at micro level considered that the city customers may not be similar to the rural customers. Hence, the perception of rural and urban may not be much different. A sample size is 836 drawn from the four major cities of two states in India; therefore, the sample may not represent the whole population of India. Hence, the limitation of generalization will be there. The elicited opinion of consumers may not be reliable all the times, and study considered only some of FMCG products.

The study theme is to establish the theory as stated earlier, and it's proved consumers are considering the packaging styles and designs while purchasing the products, which promotes to meet the expectations of the present and potential customers.

The purpose of this paper is to explore different types of packaging paradoxes and the reasons for their existence in food supply chains.

The research uses a multiple case study approach with rich empirical data from seven leading companies in Swedish food supply chains. The research uses coding and a paradox theory lens to analyse packaging paradoxes, both within and between companies in a supply chain.

The paper provides a novel theoretical lens which uses comprehensive empirical data to identify and categorise four types of packaging paradoxes on two system levels in food supply chains. It presents detailed descriptions of, and underlying reasons for, the paradoxes. It also discusses strategies required to manage packaging paradoxes.

Future research should confirm and extend the findings in this study by incorporating data from companies in other countries. It should cover the importance of paradoxes, their impact on company performance and innovation, and how different paradoxes are related to each other. It should also investigate strategies to manage paradoxes further.

The findings should help companies acknowledge and identify management principles for packaging paradoxes in food supply chains.

It is the first study which systematically explores packaging paradoxes in food supply chains. The study offers a new approach to understand the complexity of packaging decisions in food supply chains. It contributes to the packaging logistics literature by extending theoretical knowledge about conflicts of interest related to packaging. The management discussion offers initial insights into management of packaging paradoxes and directions for future research.

The purpose of this paper is to provide insights into, and guidance on, how to balance packaging standardisation and adaptation strategies in different markets in the fast moving consumer electronic goods (FMCEG) industry.

The research was explorative in nature and was utilised in a case study format. The main data collection methods were a literature review, interviews, and field studies.

The paper presents two models developed to: classify markets according to product/packaging visibility at the retailers; and to evaluate packaging portfolios. The use of these models provides insights and understanding for companies aiming to develop their packaging portfolios to increase their sales and make distribution more effective.

The models developed were valuable in the analysis of the packaging strategy. Significantly, synergies emerged when the models were combined. Professionals can apply these models to other global companies in the FMCEG industry.

This paper contributes to the debate on global standardisation vs local adaptation by taking a packaging perspective. This paper also demonstrates the need for global companies in the FMCEG industry to understand the value of packaging in different markets.

The purpose with this paper is to investigate the relationship between packaging and the influence it has on marketing from a management point of view.

Based on case studies different packaging solutions are discussed in relation to requirements by customers in the supply chain. Data for the cases were collected by different means including narratives and personal interviews.

New packaging solutions offer the prospect of improved functions in the supply chain, delivering protection and preservation before reaching the ultimate customer. It also offers improved opportunities for better information and communication with the customer. However, the possibilities for innovative packaging solutions must be analyzed in relation to increased costs for packaging and the influence they can have on the environment.

This study extends previous research by linking packaging to the marketing strategy. Even though it is based on four case studies it combines different data sources including both qualitative and quantitative data.

This paper evaluates the implementation of new packaging solutions in the supply chain from a managerial point of view, discussing benefits against challenges. This paper therefore fulfils an identified need for recognising the importance of packaging in relation to the marketing strategy.

The purpose of this paper is to examine the issues affecting end of life (EOL) management of flexible packaging. It focuses on Sustainable Solid Waste Management by using multi-criteria decision making, analytic network process (ANP), and Strengths, Weaknesses, Opportunities, and Threats (SWOT).

Data were collected from 33 expert stakeholders, though a series of interviews and questionnaires. The subject seven aspects were applied from integrated sustainable waste management with 19 sub-criteria identified. Criteria were prioritized by using ANP and SWOT to the internal and external environments of organizations directly responsible for waste management.

The five most important factors in the management of flexible packaging waste include: techniques for waste management, material and design, management support, legislation and rule, and environmental care and environmental health, respectively. Solutions addressing flexible packaging waste were identified, including reuse and recycle, waste to energy, biopolymers, new innovative materials and material recovery.

Data were derived from the national authorities and large companies. The findings may not represent local authorities and small-scale manufacturers. Future research should be conducted, in order to investigate and focus around small manufacturing enterprises.

The findings provide a strategic framework for policy makers and industrial manufacturers. The benefits of this will enable them to address flexible packaging waste, by using qualitative and quantitative criteria.

This is the first paper developing a multi-criteria assessment model to specifically manage EOL flexible packaging, a possible pioneering piece of research in this field.

The purpose of this paper is to present different naming, packaging, and pricing strategies adopted by private label (PL) retailers in India. This study also aims to identify preferred private label brand (PLB) categories, factors influencing their selection, and the importance of cues in evaluation of PLBs. The overall purpose is to identify important areas for future research of PLBs in the wake of organized retail growth in an emerging economy (India is the context here).

This study is based on in-store observations of major Indian retail chains, longitudinal analyses of customers’ shopping bills, qualitative analyses of consumer interviews, and focus group discussions.

The results indicate that retailers primarily adopt “Sub-branding” (using the store name along with a separate brand name) and “House of Brands” (using a separate brand name only) strategies to sell PLBs in the Indian market. Groceries, food and beverages, and apparel are the preferred categories in PLB. Price, quality, and convenience are the major factors influencing PLB. Taste, ingredients, packaging, price, brand name, and store name are the main factors that are used to evaluate PLBs.

Due to the qualitative analyses and interpretation, there are limitations to this study which need to be empirically validated.

This research has implications for organized retailers in understanding the various strategies used for PLBs in India.

This study is a novel study for documenting the PLB strategies adopted by organized retailers in India. It also uses a longitudinal exploratory approach to further understanding the consumption of PLBs in India.

The increasing internationalisation and globalisation of business has forced many firms to reconsider what contributes to their competitive advantage. Despite the importance of packaging it is rather anonymous and has received little or marginal research. The purpose of this paper is to study how packaging can contribute to competitive advantage.

Aspects of the packing industry and market are reviewed. Five case studies covering different packages in the supply chain are presented and analysed.

Structural changes within the European food industry are reinforcing a need for competitiveness where packaging can make the difference for many consumer products. The findings from the case studies and the literature review underscore the importance of packaging and packaging design for fulfilling multi‐functions in relation to logistics and marketing in the supply chain from filler to end consumer. New demands due to changes in consumption patterns and habits are requiring innovative packaging solutions in retail outlets.

The main implications for management is to understand and take advantage of packaging as a strategic weapon and marketing tool for the entire business, especially within a highly competitive food industry. This is important in every stage of the supply chain either for the transport packaging or as a consumer package in the supermarket.

This paper fulfils an identified need for recognising the importance of packaging in business strategy.

Packaging is a strategic tool that merits holistic management. Three managerial disciplines have the potential to significantly influence packaging strategy: marketing, logistics, and ethics. Despite the multidimensional nature of packaging, the academic literature tends to analyse these three dimensions separately. To address this shortcoming of a more integrated approach, the aim of this paper is to identify the main integration areas among marketing, logistics, and ethics in packaging innovation projects, in the retail grocery sector.

In total, 186 cases of packaging design were selected and the data collected were analysed by quantitative content analysis (cross‐tabulation).

The results show that simultaneous integration among marketing, logistics and ethics recurs in only one third of the cases. The main area of integration is between marketing and ethics. To a lesser extent, there is a significant degree of integration between marketing and logistics as well as between logistics and ethics. Nevertheless, the findings of this initial analysis suggest that the potential in terms of integration has yet to be exploited.

Taking a holistic view of innovation in packaging, the study can assist managers participating in packaging management by providing a conceptual instrument for the integrated evaluation of the multidimensional relationships among the three perspectives.

The paper provides the first empirical exploration in this field and an original conceptual framework that could serve as a theoretical reference point for future research and as a managerial tool, recognising the urgent need for a careful understanding of how marketing, logistics and ethics may be integrated in innovation projects.