Download or read book Product packaging as tool to demand a price premium Does packaging enhance consumers value perception to justify a price premium written by Christoph Breetz and published by diplom.de. This book was released on 2014-03-01 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also by retailer brands, especially to enable growth outside the value tier. This research uses a survey across grocery purchase decision makers in Germany to identify the relationship of packaging and willingness to pay across a sample of retailer brand Tier 1, Tier 2 and Tier 3 products as well as a branded product in four different grocery categories. The intent is to answer whether i) packaging currently justifies the premium price of retailer brand tier 1 products compared to other product tiers, ii) packaging justifies the tier 1 retailer brand price premium, and iii) demographics influence the willingness to pay a premium price.
Download or read book Product Packaging as Tool to Demand a Price Premium Does Packaging Enhance Consumers Value Perception to Justify a Price Premium written by Christoph Breetz and published by Anchor Academic Publishing (aap_verlag). This book was released on 2014-03 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also by retailer brands, especially to enable growth outside the value tier. This research uses a survey across grocery purchase decision makers in Germany to identify the relationship of packaging and willingness to pay across a sample of retailer brand Tier 1, Tier 2 and Tier 3 products as well as a branded product in four different grocery categories. The intent is to answer whether i) packaging currently justifies the premium price of retailer brand tier 1 products compared to other product tiers, ii) packaging justifies the tier 1 retailer brand price premium, and iii) demographics influence the willingness to pay a premium price.
Download or read book The impact of product packaging on consumers value perception written by Christoph Breetz and published by GRIN Verlag. This book was released on 2014-01-10 with total page 82 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, Durham University (Durham University Business School), course: MBA, language: English, abstract: This dissertation addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also retailer brands, especially to enable growth outside the value tier. The role or packaging in the current literature is described as being a key influencer in the purchase decision making process, especially in-store. This research uses a survey across grocery purchase decision makers in Germany to identify the relationship of packaging and willingness to pay across a sample of retailer brand Tier 1, Tier 2 and Tier 3 products as well as a branded product in four different grocery categories (ham, cheese, jam and ice cream). Additionally five demographic factors such as e.g. age are collected. The intent is to answer whether i) packaging currently justifies the premium price of retailer brand tier 1 products compared to other product tiers, ii) packaging justifies the tier 1 retailer brand price premium, and iii) demographics influence the willingness to pay a premium price. Overall results indicate that the difference in packaging appeal can explain up to 35% of the willingness to pay for a retailer brand tier 1 product. However, results differ by grocery category and can’t be easily generalized to the entire food segment, driven by the difference in perceived risk by the consumer. With regards to packaging as sole justification for the price the consumer is willing to pay for the retailer brand tier 1 product the research has not shown any meaningful correlation. Whilst some demographics such as the shopper profile, especially what is defined a loyal shopper in this research, household size, net income or age show a high association with a higher willingness to pay, this yet again can’t be generalized across all categories. Only the loyal shopper profile was common across most categories for a general higher willingness to pay.
Download or read book Consumer Packaging Strategy written by Huda Khan and published by Taylor & Francis. This book was released on 2022-08-18 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: The consumer packaged goods (CPG) industry is dominated by major Western brands. The dominance of such major brands extends to burgeoning Asian markets. These conglomerates often rely on packaging as a strategic tool to entice Asian consumers. This book illustrates how packaging as a marketing tool is more than simply changing the label or translating the brand into vernacular language. It examines how different packaging elements (e.g. information, imagery, packaging type) can help to communicate product values to Asian consumers. Drawing upon rich knowledge of the Asian CPG markets with extensive findings from fieldworks in the key Asian markets, this book explains how Western brands are localising their packaging design in Asian markets. It provides invaluable insight into how major Western CPG brands have relied heavily on their packaging strategies to compete not only against domestic brands but also against other foreign brands. The book includes in-depth interviews with brand managers of several major Western CPG brands and retailers, and sheds light on emerging trends of CPG packaging in Asia.
Download or read book Creating Value Through Packaging written by Jim Peters and published by DEStech Publications, Inc. This book was released on 2013 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book fills a deep need in the packaging industry - a methodical guide to managing packaging that also demonstrates how packaging, considered in a total context, benefits all phases of a business and its customers. Starting from the premise that packaging is implicated in a network of material, social, economic and psychological factors, the book offers a comprehensive strategy highlighting packaging's value-adding roles in creating successful products and enhancing the experience of customers - B2B as well as consumers. But the book's practical applications are deeper. By illuminating the multiple relationships of packaging to organizations and cultural trends and linking them to one another and to business drivers, the book offers a useful new way to think about packaging, one that includes and goes beyond cost analysis to demonstrate how packaging is a corporate asset needed to innovate and increase profits. Methods in the book are shown to apply to a wide range of choices managers must make.The book covers all the standard operating procedures of packaging development, which, along with numerous flow charts, formulas and graphics, are designed to improve operations, planning, and sales.
Download or read book Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences written by Musso, Fabio and published by IGI Global. This book was released on 2019-10-11 with total page 571 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the world of economics and business, engaging with loyal customers while also seeking out new, potential customers is a must. With the recent advancements of social media technology, these operations have increased the need for more developed methods to mesh consumer-business relationships and retention. The Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences is a thought-provoking reference source that provides vital insight into the application of present-day customer relationship management within the retail industry. While highlighting topics such as digital communication, e-retailing, and social media marketing, this publication explores in-depth merchandiser knowledge as well as the methods behind positive retailer-consumer relationships. This book is ideally designed for managers, executives, CEOs, sales professionals, marketers, advertisers, brand managers, retail experts, academicians, researchers, and students.
Download or read book Decoding Visual Perception and Product Packaging for Enhanced Purchase Behaviour written by Dr. N. Thilaka and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Product packaging is an integral part of marketing as it is the end product that every consumer gets to experience. There are a lot of factors associated with packaging a product that attracts the human eye, which leads to a purchase decision. The expectations, every consumer has from a product is personal and vary based on the involvement he/she puts behind purchasing it. Packaging has helped brands to evolve in the field of sustainability and thereby build a brand image for themselves.(Wu, 2014). The aim of this study is to understand and explore the relationship between Product Packaging and Consumer Buying Behaviour and to understand whether the statement that packaging plays an important role in a consumer's preference and perception towards a brand is true. The approach of the study is to align to understanding human behaviour, preferences, choices, opinions, themes and motivations. For this purpose a bias free, open-ended technique to understand people preferences when it comes to packaging and the research is framed based upon the consumer behaviour theories which are the Cognitive Dissonance theory and the FCB grid model. Using a qualitative dimension and applying in-depth interview methods to analyse the preferences of a diverse demographic individually and get better understanding using convenient sampling techniques.
Download or read book Packaging as an Effective Marketing Tool written by Bill Stewart and published by CRC Press. This book was released on 1995 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traditionally, packaging has been the responsibility of specialist designers and suppliers. And ensuring cost effective packaging has been left to production, purchasing and packaging engineering departments. The importance of brand values in packaging is now recognized. With the dominance of self-service outlets the pack is the "silent salesman." Its effective use is vital to a successful marketing strategy. Whether you are working on an existing or new product, or venturing into new markets, packaging is a critical consideration. It will enable you to direct the focus of packaging design to improve design and cut costs. Guidelines are contained for you to achieve the optimum balance between packaging costs and sales performance. You will be shown how to think through the options prior to and during design work as well as how to maximize your own vital contribution.
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1971-09 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Download or read book Brandweek written by and published by . This book was released on 1997-03 with total page 752 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Marketing Book written by Michael John Baker and published by Routledge. This book was released on 2008 with total page 684 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking into account the emergence of new subjects and authorities, the editors have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.
Download or read book Journal of Computer Resource Management written by and published by . This book was released on 2002 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Packaging Design written by Marianne R. Klimchuk and published by John Wiley & Sons. This book was released on 2013-01-14 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fully updated single-source guide to creating successful packaging designs for consumer products Now in full-color throughout, Packaging Design, Second Edition has been fully updated to secure its place as the most comprehensive resource of professional information for creating packaging designs that serve as the marketing vehicles for consumer products. Packed with practical guidance, step-by-step descriptions of the creative process, and all-important insights into the varying perspectives of the stakeholders, the design phases, and the production process, this book illuminates the business of packaging design like no other. Whether you're a designer, brand manager, or packaging manufacturer, the highly visual coverage in Packaging Design will be useful to you, as well as everyone else involved in the process of marketing consumer products. To address the most current packaging design objectives, this new edition offers: Fully updated coverage (35 percent new or updated) of the entire packaging design process, including the business of packaging design, terminology, design principles, the creative process, and pre-production and production issues A new chapter that puts packaging design in the context of brand and business strategies A new chapter on social responsibility and sustainability All new case studies and examples that illustrate every phase of the packaging design process A history of packaging design covered in brief to provide a context and framework for today's business Useful appendices on portfolio preparation for the student and the professional, along with general legal and regulatory issues and professional practice guidelines
Download or read book Packaging Strategy written by Mona Doyle and published by CRC PressI Llc. This book was released on 1996 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Psychology of Price written by Leigh Caldwell and published by Jaico Publishing House. This book was released on 2015-12-07 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to Use Price to Increase Demand, Profit and Customer Satisfaction HOW SMART IS YOUR PRICING? For any business, deciding how much to charge for a product or service is crucial. By gaining an insight into the way consumers think and purchase, you can generate more demand, more customer value – and more profit. MAXIMISE REVENUE • How do unwanted products Influence what customers expect to pay? • How does offering extras for free dramatically increases Perceived Value? • Why does changing the timing of a payment make people pay 50% More? TRIED AND TESTED TECHNIQUES Written by the founder of Inon, a leading pricing consultancy, whose clients range from the BBC and Grant’s Whisky to Alzheimer’s Disease International and HM Treasury, The Psychology of Price provides an insight into the strategies used by multinational corporations. Leigh Caldwell is a pricing expert and leading researcher in behavioural economics, writing the UK’s most popular behavioural blog (www.knowingandmaking.com) and appearing as a frequent guest on BBC News. By background a mathematician and economist, he is the founder and chief executive of Inon, the UK’s leading pricing consultancy.
Download or read book Packaging Research in Food Product Design and Development written by Howard R. Moskowitz and published by John Wiley & Sons. This book was released on 2009-08-07 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Packaging Research in Food Product Design and Development is the first book to comprehensively address the issues of graphics design and visual concepts, from a systematic, scientific viewpoint, yet with business applications in mind. Positioned specifically for foods and beverages, Packaging Research in Food Product Design and Development uniquely combines consumer liking, segmentation and “how to” business methodology with a detailed treatment of the different facets of concept research.
Download or read book Consumer Response to Sustainable Packaging Design written by and published by . This book was released on 2019 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: The design of more sustainable packaging is an important step towards reducing packaging’s environmental impacts. Packaging however is also the ‘silent salesman’ that provides many cues which consumers may use to make inferences about the packaged product’s expected benefits. Successful sustainable packaging should not only be environment-friendlier, but should also be an attractive option for consumers. The overall aim of this thesis is to examine how functional and aesthetical aspects of sustainable packaging design affect consumer purchase-related behaviors through inference-making processes. Chapter 1 provides the background of the thesis and describes the overarching theoretical framework. Chapter 2 presents an initial empirical test of consumer cue perception and inference-making processes by using a methodology of idiosyncratic attribute elicitation to analyse consumer response to a series of tomato soup packaging designs. The findings show that (packaging) sustainability is a highly salient association (second to convenience-related perceptions), but is only moderately important for consumer attitudes. Moreover, packaging sustainability cues inform further inference-making regarding a variety of consumer benefits such as product sustainability, price, healthiness, quality and (expected) taste. Results also show a large gap between consumer perception of packaging sustainability and experts’ life-cycle analysis outcomes. Chapter 3 examines how packaging can be actively redesigned to be more sustainable. It considers the extent to which three different sustainable redesign strategies (based on circular economy design literature) affect consumer purchase intentions, moral satisfaction, willingness-to-pay and benefit inferences. The results showed that consumers tend to prefer circular over linear strategies, and biologically circular over technically circular ones. Additionally, applying combinations of such redesign strategies leads to diminished increases in perceived sustainability, and consumers derive little additional moral satisfaction from more intensively redesigned packaging. Chapter 4 focusses on the influence of packaging sustainability in conjunction with product contents sustainability and different firm sustainability (advertisement) claims. Findings showed that consumers are more likely to infer deceptive firm intentions when firms provide environmental claims for packaged products that are only partially sustainable. For such products, consumers make both positive and negative inferences such that they positively value the improved environmental impacts, yet at the same time negatively value the deceitful actions of the firm. The usage of advertisement puffery has both pros and cons such that it strengthens both the positives and negatives. Furthermore, drawing from centrality theories, the results also suggest that consumers tend to be more critical when only a peripheral attribute (packaging) is made sustainable versus when only a central attribute (product contents) is sustainable. Chapter 5 examines the mental associations between sustainability low strength/high gentleness benefits. The chapter investigates how overtly sustainable (vs. conventional) laundry detergent packaging affects consumer choices, depending on consumers’ intended laundry usage (strength vs. gentleness emphasis). Results show that the sustainable option is disadvantaged in consumer choices when consumers seek strength, and is preferred when they seek gentleness benefits. The perceived strength deficiency can (partially) be overcome by providing aesthetical masculinity signals through packaging design, and packaging that contains both sustainability and masculinity design cues is perceived relatively favourable in terms of perceived strength, gentleness and environment-friendliness. Lastly, Chapter 6 summarizes the main findings and discusses theoretical and practical implications. Overall, this thesis shows that (functional and aesthetical) sustainable packaging design does not merely change consumers’ (potentially inaccurate) view of that packaging’s environmental qualities, but causes consumers to make a range of inferences which affect packaged product choice. Successful sustainable packaging design should seek to reinforce those consumer inferences with positive effects and/or inhibit inferences with potential negative effects to ensure an overall attractive packaged product proposition.
