A mixed‐methods approach for designing market‐driven packaging

Abstract

PurposeThe purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during and after product use. The authors also demonstrate how the resulting rich qualitative data can be combined with output from traditional survey research, to provide insight into the impact of satisfaction with package design on purchase intent.Design/methodology/approachA mixed‐methods approach was employed that captured qualitative insights from a large number of consumers regarding their experience using product packaging and combined the quantitative rigor of survey research to capture brand familiarity and perceptions, as well as brand preference and loyalty.FindingsResults demonstrate that design is important to consumers and also that consumers are increasingly design literate. The perceived quality of the package design does impact brand evaluation. Negative reactions to product packaging adversely impacted intent to purchase and intent to recommend the product to others.Practical implicationsResults show that the mixed model is a promising method for gaining feedback on new package designs. Substantive implications include: design drives purchase, consumers want to be involved in design, and getting user input on design is important.Originality/valueConsumer packaged goods companies often test packaging prototypes in a limited way – they either ignore qualitative measurement completely or use small sample focus groups. This quali‐quant method offers two advantages over the methodologies most commonly used to study package design; it has the capacity to engage large numbers of consumers and it can be set up to gather data from consumers during or immediately after product use.

Evaluation of Packaging Form Regarding Consumers’ Sentimental Response to Bottled Beverage Containers

“…For example, labeling (graphic design), color, material, and form are the major elements of typical packaging and play an important role in attracting consumers' attention, raising their satisfaction, and enhancing the quality of consumers' responses to a product [15][16][17][18]. In addition, the published literature contains many discussions regarding the development of bottled products' package design based on consumers' psychological responses [5,6,19,20]. Furthermore, Becker et al (2011) indicated that the design of product packaging may attract the consumer when purchasing products [1].…”

Professionals' View of Consumers' Packaging Interactions – A Narrative Analysis

“…Although the professionals acknowledged that packaging and the product are not actively separated by the consumer, they suggested that packaging has implicit meanings that escape verbalization. The perceived quality of the packaging design has an impact on brand evaluation, intent to purchase and intent to recommend the product to others . The consumer purchases a product for a certain need or for a defined want.…”

“…The perceived quality of the packaging design has an impact on brand evaluation, intent to purchase and intent to recommend the product to others. 33 The consumer purchases a product for a certain need or for a defined want. Another example of the context and the holistic nature of product-packaging unity concerned bread as a packaged product:…”

the impact of packaging transparency on product attractiveness

“…It's known that users form their attitude towards a product at the basis of the packaging (Becker et al, 2011;Metcalf et al, 2012;Wang, 2013). For example, one study (Chandran, Batra, & Lawrence, 2009) showed that the product is perceived as a higher quality product if it is packed in a transparent bottle.…”