The importance of packaging attributes: a conjoint analysis approach

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.