2. Consumer Packaging: Important Functionally, but Not Attitudinally

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch2

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

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

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

SEARCH

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