Consumer Perceptions Towards Package Designs: A Cross Cultural Study

Abstract

The choice of one package or the other can be an economic decision or can be influenced by cultural acceptance or perception of individual convenience. Product package systems can be designed for one-time use or multiple-use purposes. Package perceptions in different countries typically develop from a variety of factors, including climate, lifestyle, and cultural acceptance with regard to particular products. In an increasingly global economy with multinational firms marketing products worldwide, it is important to understand the differences between consumer needs and consumer responses to product-package systems. The objective of this research was to examine consumer perceptions of different product package systems by surveying residents from seven countries (Brazil, China, France, Germany, Italy, USA and Vietnam). Secondarily, this research examined cultural attitudes and values about packaging by surveying consumer perceptions of eight different package styles and materials as they relate to sustainability, secondary use, product expectations, quality, hygiene, and ease of use. Trends and patterns among countries were identified using descriptive statistics. Results indicated a relationship between both individualistic and collectivistic orientation, as well as country status as developing or developed, with regard to consumer perceptions of product packaging. There also appeared to be a relationship between prevailing attitudes toward environmental sustainability and perceptions of product packaging. It is hoped that this research may be useful for companies exporting or seeking to export their products into other markets.