Purpose -This paper seeks to investigate the importance of packaging design for a UK premium own-label food brand, by developing an understanding of how consumers evaluate own-label packaging, providing an insight into their shopping behaviour regarding premium own-label desserts and identifying the factors that influence their purchase decisions. Implicit in this is a need to establish how the packaging designs of premium own-label products influence the purchase decisions of consumers. Design/methodology/approach -The paper reports on the findings of participant observational exercises employed at two Tesco stores. Findings -Overall, analysis of findings would clearly indicate that there is a strong association regarding the influence of packaging on the purchase decision, with over 73 per cent of interviewed consumers stating that they rely on packaging to aid their decision-making process at the point of purchase.Research limitations/implications -This study reports on the preliminary findings of the first stage of a research project. Future studies could extend this research by considering the importance of packaging for products with lower experiential benefits than those offered by premium desserts or, additionally, by employing a comparative study of own-label brands. Practical implications -As own-label brands are exclusive to, and owned by, the retailer they have potentially the opportunity to develop packaging designs that are even more attuned to their customer base than those offered by the equivalent range of branded products. Originality/value -This paper presents empirical research investigating the importance of packaging design for own-label food brands.

PurposeThe purpose of this paper is to investigate consumer attitudes towards packaging design as a tactical strategy for increasing the commercial value of liquid milk within the dairy industry.Design/methodology/approachIn total, six focus groups were conducted containing 33 participants and data were analysed using QSR Nvivo 7. Findings were categorised based on the form, function and appearance of packaging design.FindingsResults highlighted that the majority of participants found milk packaging to be functional; however, beyond this use, vast improvement could be made in terms of the aesthetics surrounding packaging design.Research limitations/implicationsEven for commodity products the use of packaging transcends beyond a functional role as consumers are becoming more demanding in their attitudes towards packaging design.Practical implicationsThe study provides insights for managers in relation to opportunities for adding value through packaging design within the liquid milk sector.Originality/valueThe paper explores consumer attitudes towards milk packaging to identify possible new market opportunities.

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