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Relative importance of packaging in product marketing studied

Article-Relative importance of packaging in product marketing studied -- January 13, 2011

According to a study from Australia, "We compared a direct way to measure the relative importance of packaging and other extrinsic cues like brand name, origin, and price with the relative importance of these variables in an indirect discrete choice experiment. We used best-worst scaling (BWS) with visual and verbal presentation of the attribute descriptions as a way to directly ask consumers about wine packaging relevance."

"Both direct methods gave low packaging importance scores contrary to anecdotal industry evidence and beliefs. BWS results indicated all visual extrinsic cues were less important than verbal cues, with small variance among respondents, suggesting strong agreement about non-importance. We compared those results with a multi-media-based discrete choice experiment (DCE) that varied label and packaging attributes to produce shelf-like choice scenarios. The DCE results revealed much higher impacts due to packaging-related attributes, as well as significant preference heterogeneity," wrote S. Mueller and colleagues.

The researchers concluded: "Our results suggest considerable caution in using direct importance measures with visual packaging attributes."

Mueller and colleagues published the results of their research in Marketing Letters (What you see may not be what you get: Asking consumers what matters may not reflect what they choose. Marketing Letters, 2010;21(4):335-350).

For additional information, contact J.J. Louviere, University of Technology, School Mkt, Center Study Choice, POB 123, Broadway, NSW 2007, Australia.

The publisher of the journal Marketing Letters can be contacted at: Springer, Van Godewijckstraat 30, 3311 Gz Dordrecht, Netherlands.

(c) 2011 Marketing Weekly News via


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