Abstract
Consumer Satisfaction With Packaging Materials: Kano Model Analysis Approach
Highlights
Marketing strategy encourages product purchasing by positioning the brand in the minds of potential buyers through packaging
Based on the overall view of quality attributes investigated in this study, the influence of packaging materials on the quality attributes is considerable
In comparison to the categorisation suggested by previous studies, our research showed differences in the users' satisfaction in relation to the packaging material
Summary
Marketing strategy encourages product purchasing by positioning the brand in the minds of potential buyers through packaging. Some previous studies showed that, in Tehnički vjesnik 28, 4(2021), 1203-1210 situations where consumers cannot rely on taste, odour or texture of a food product, they rely on extrinsic characteristics such as packaging and its attributes [10]. This is important, because when the consumers are faced with a new packaging on a market shelf, they are consequentially forced to make a quality assessment through the packaging design without having any experience with the product [11]
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