Chapter 2. Consumer Packaging: Important Functionally, but Not Attitudinally
Published Online: 28 SEP 2009
DOI: 10.1002/9781444319330.ch2
Copyright © 2009 Howard R. Moskowitz, Michele Reisner, John Ben Lawlor, Rosires Deliza
Book Title
Packaging Research in Food Product Design and Development
Additional Information
How to Cite
Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Consumer Packaging: Important Functionally, but Not Attitudinally, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch2
Publication History
- Published Online: 28 SEP 2009
- Published Print: 7 SEP 2009
ISBN Information
Print ISBN: 9780813812229
Online ISBN: 9781444319330
- Summary
- Chapter
Keywords:
- consumer packaging - important functionally but not attitudinally;
- manufacturers and the searching for the Holy Grail;
- Blue Ocean strategy in product design;
- packaging - at best a modest performer;
- attitudes toward packaging and labels;
- Drink It!™ database;
- beverages sensitive to packaging;
- food package - valuable real estate locations in food-marketing environment;
- positioning or end use change response to packaging;
- packaging of new carbonated beverage
Summary
This chapter contains sections titled:
By Way of Background
Where Packaging Fits—Results from the Drink It!™ Database
What Beverages Are Most Sensitive to Packaging?
Summing Up
Do Consumers Respond to Packaging Features in the Body of a Concept?
Doing the Experiment—A New Twist on a Familiar Theme
So, Where Is Packaging in This World of the New Carbonated Beverage?
Does Positioning or End Use Change Response to Packaging?
References
Further Reading