The importance of packaging attributes: a conjoint analysis approach

TLDR

Packaging design increasingly serves as a key vehicle for consumer communication and branding, requiring an understanding of consumer psychology and revealing that some consumers prioritize visual aesthetics while others focus on product details. The study investigates how packaging attributes influence consumer responses and explores segmentation variables to help marketers maximize package impact. The authors conducted a conjoint analysis with Thai packaged food consumers in a highly competitive market. Conjoint results show that perceived packaging technology conveying convenience is the most influential factor in consumers’ likelihood to purchase. Strong segmentation exists regarding which packaging elements consumers deem most important.

Abstract

Purpose The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. this paper aims to investigate this issue. Design/methodology/approach The paper examines these issues using a conjoint study among consumers for packaged food products in Thailand, which is a very competitive packaged food products market. Findings The conjoint results indicate that perceptions about packaging technology (portraying convenience) play the most important role overall in consumer likelihood to buy. Research limitations/implications There is strong segmentation in which packaging elements consumers consider most important. Some consumers are mostly oriented toward the visual aesthetics, while a small segment focuses on product detail on the label. Originality/value Segmentation variables based on packaging response can provide very useful information to help marketers maximize the package's impact.