Business Commons^™

Eye-Tracking Benchmark Of Retail Grocery Packaging, Julie R. Suggs, Andrew Hurley, Paul Dawson, William S. Whiteside, Sarah F. Griffin

Journal of Applied Packaging Research

Eye-tracking technology allows researchers from a wide array of disciplines to capture consumers’ viewing patterns and provides insight into where people look, when they look at something, and how long they look at it. Eye tracking can help investigate the subconscious considerations of consumers and can facilitate a wide range of research, especially in conjunction with other forms of data collection. The availability of eye-tracking technology has increased in the last decade, leading to more companies using this as their primary avenue for market research and consumer insight endeavors. Despite the popularity of eye-tracking technology, there have been few reports …

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive …

The Impact Of Consumer Product Package Quality On Consumption Satisfaction, Brand Perceptions, Consumer Investment And Behavior, Jeffrey S. Hess Phd, Jay Singh, Lynn E. Metcalf, Jeffrey Danes Phd

Journal of Applied Packaging Research

Consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and post-consumption aspects of consumer product containers. Exhaustive research into packing ergonomics, logistics, safety, sustainability and promotional features are common across marketing and packaging disciplines, but research isolating the role of a packaging in consumption satisfaction and enduring consumer-brand relationships is rare. In addition to an undervalued role in product satisfaction, functional isolation between marketing and packaging scientists limits packaging’s overall impact on the bottom line.

This research examines the role of bottle quality in bottled-water consumption satisfaction …