THE EFFECT OF VISUAL AND FUNCTIONAL CRITERIA OF PACKAGING: CONSUMER EXPECTATIONS OF ELEMENTS FOR DAIRY PRODUCT PACKAGING

Purpose – The purpose of this paper is to have two main research goals: to identify and analyse the elements of dairy product packaging which influence customer purchase decisions, according to these elements’ compliance with their expectations; and to analyse the relations between final customers’ expectations towards elements of dairy product packaging and their three chosen demographic characteristics including age, gender and level of education. Design/methodology/approach – The paper is theoretical and empirical in nature. In the theoretical part, the cognitive-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part the following research methods were used: questionnaire survey for gathering primary data and statistical analysis (factor analysis and the Kruskal-Wallis independence test) for the analysis of the primary data and for statistical reasoning, which formed the basis for the final conclusions. Findings – On the basis of the research, one can conclude that the analysed demographic characteristics of the respondents (age, gender, level of education) influence the structure of their expectations towards dairy product packaging, thereby determining their purchase decisions. The dependence does not exist only between the growth of pro-environmental expectations and the increase of the respondents’ level of education. However, this does not change the fact that level of education correlates with expectations related to other features of dairy product packaging, thus determining their structure. Originality/value – The original contribution of this paper to theory is the identification of Polish customers’ expectations towards elements of dairy product packaging and the description of their structural diversity, depending on the recipients’ demographic characteristics in terms of their purchase decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge can make it easier to effectively manage dairy product packaging as a tool of influencing on customers and properly shape their marketing potential by offerors. It determines the applicability of the research results and the conclusions drawn from them.

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Polish final purchasers’ expectations towards the features of dairy product packaging in the context of buying decisions

British Food Journal ◽

10.1108/bfj-06-2014-0188 ◽

2015 ◽

Vol 117 (1) ◽

pp. 178-194 ◽

Cited By ~ 7

Author(s):

Agnieszka Izabela Baruk ◽

Anna Iwanicka

Keyword(s):

Design Methodology ◽

Dairy Product ◽

Primary Data ◽

Statistical Reasoning ◽

Product Packaging ◽

Content Type ◽

Depth Analysis ◽

Original Contribution ◽

And Cluster Analysis ◽

Buying Decisions

Purpose – The purpose of this paper is to identify and to make an in-depth analysis of importance of the environmental elements of dairy product packaging during consumer buying decisions process according to these elements’ compliance with consumer expectations. Design/methodology/approach – The paper is of theoretical and empirical character. In the theoretical part, the cognitive-and-critical analysis of the world’s literature on marketing and marketing management was applied. In the empirical part, such research methods were used as: questionnaire survey for gathering primary data and statistical analysis (including factor analysis and cluster analysis) for the analysis of the primary data and for the statistical reasoning, which made the basis for the final conclusions. Findings – On the basis of the research, it is possible to state that: environmental features of dairy product packaging are of great significance for the respondents, and meeting their expectations in this respect influences positively their buying decisions. Originality/value – The original contribution of the paper to theory is the identification of Polish purchasers’ expectations toward elements of dairy product packaging in the context of their buying decisions taken thanks to the fact that their expectations concerning the features of packaging are fulfilled. This knowledge makes it possible for offerers to manage efficiently and effectively dairy product packaging as a tool of influencing recipients, as well as to shape properly and use their marketing potential, which, in turn, determines the applicability value of the research and the conclusions drawn on the basis of the results.

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Impact of packaging shape and material on consumer expectations

Journal of Graphic Engineering and Design ◽

10.24867/jged-2021-2-039 ◽

2021 ◽

Vol 12 (2) ◽

pp. 39-44

Author(s):

Suzana Poslon ◽

◽

Dorotea Kovačević ◽

Maja Brozović ◽

◽

...

Keyword(s):

Product Quality ◽

Taste Intensity ◽

Packaging Materials ◽

Online Experiment ◽

Product Packaging ◽

Packaging Design ◽

Consumer Expectations ◽

Negative Effect ◽

Shape Complexity

Packaging appearance is important in evoking consumer impressions. No study has yet explored how two prominent packaging attributes, shape and material, affect the consumers’ impressions and their expectations in the case of coffee products. Therefore, the objective of this study was to investigate whether the packaging shape has an impact on the taste intensity expected by the consumer, and whether packaging materials influence the expected coffee quality. In an online experiment, 115 participants evaluated different packaging samples. They rated the expected taste intensity for packaging samples that varied in shape complexity (i.e., cylindrical, rounded-angular, hexagonal and multifaceted). They also rated the expected coffee quality for packaging samples that varied in material (i.e., plastic, aluminium, glass and metal). The results showed that the packaging with a higher degree of shape complexity was associated with a higher taste intensity. Furthermore, we found a negative effect of glass on the expectation of product quality. The findings could be applied in product packaging design which aims to match the expected and actual characteristics of the product.

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AIR-BORNE MICROORGANISM POPULATIONS IN FOOD PACKAGING AREAS1,2

Journal of Milk and Food Technology ◽

10.4315/0022-2747-27.8.245 ◽

1964 ◽

Vol 27 (8) ◽

pp. 245-251 ◽

Cited By ~ 6

Author(s):

D. R. Heldman ◽

T. I. Hedrick ◽

C. W. Hall

Keyword(s):

Food Packaging ◽

Dairy Product ◽

Sampling Period ◽

Cottage Cheese ◽

Product Packaging ◽

Air Sampler ◽

Daily Sampling ◽

The Mean ◽

Yeasts And Molds ◽

Worker Activity

Summary A slit air-sampler was used to ascertain the numbers of air-borne bacteria, yeasts and molds in dairy product packaging areas. The mean air-borne bacteria count for all food packaging areas investigated was below 6 per ft3. The highest mean count for a daily sampling period was just over 10 per ft3. The mean count for air-borne yeasts was 2 per ft3 for all samples collected. About 17% of all counts were less than 1 yeast per 5 ft3. The mean air-borne mold count for all samples was over 12 per ft3 with nearly 10% of the counts over 20 per ft3. A mean count in cottage cheese packaging was over 22 mold per ft3 while mean counts for individual sampling days revealed populations as high as 67 mold per ft3. There were significant day to day variations in all areas and standard deviations of daily sampling periods indicated significant variations within 4-hr test periods. Some degree of correlation between worker activity and air-borne counts was indicated by the results. However, it is evident that other factors also contribute to the air-borne population.

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Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

Sustainability ◽

10.3390/su13158418 ◽

2021 ◽

Vol 13 (15) ◽

pp. 8418

Author(s):

Karynn Capilé ◽

Claire Parkinson ◽

Richard Twine ◽

Erickson Leon Kovalski ◽

Rita Leal Paixão

Keyword(s):

United Kingdom ◽

Dairy Product ◽

Marketing Ethics ◽

Product Packaging ◽

Ethical Implications ◽

The United Kingdom ◽

Food Packages ◽

Visual Reference ◽

The Uk ◽

Communication Pathway

Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns.

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Targeting Effect of Multilingual Product Packaging

PsycEXTRA Dataset ◽

10.1037/e621072012-269 ◽

2010 ◽

Author(s):

Mahesh Gopinath ◽

Prashanth Nyer ◽

Myron Glassman

Keyword(s):

Product Packaging ◽

Targeting Effect

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Communicating the Value of Design

Conference Proceedings of the Academy for Design Innovation Management ◽

10.33114/adim.2019.04.184 ◽

2019 ◽

Vol 2 (1) ◽

Author(s):

George Edward TORRENS ◽

Nicholas Samuel JOHNSON ◽

Ian STORER

Keyword(s):

Design Decision ◽

Card Sorting ◽

Practical Application ◽

Product Packaging ◽

Sorting Method ◽

Packaging Design ◽

Design Considerations ◽

Modified Delphi ◽

Fast Moving Consumer Goods ◽

Comprehensive Framework

Product packaging design is often produced through the practical application of tacit knowledge, rule of thumb and professional connoisseurship. Stakeholders are becoming increasingly demanding that design practitioners provide clarity of reasoning and accountability for their design proposals. Therefore, a better framework for the design of fast-moving consumer goods (FMCG) is required. This paper proposes a comprehensive taxonomy of ‘design considerations’ to assist the development of low involvement FMCG packaging and aid in rationale communication for design solutions. 302 academic sources were reviewed, inductive content analysis performed to code topics and output validation with academic and industry experts (n=9) through a modified-Delphi card sorting method. The research provides movement towards a comprehensive framework and common dialogue between stakeholders, practitioners and managers to assist in more effectively communicating the value that design can offer to FMCGs. The constructed taxonomy provides a set of 156 ‘design considerations’ to support in objective and informed design decision-making.

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