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Distinctive elements in packaging (FMCG): an exploratory study

Version 2 2024-06-18, 09:20
Version 1 2018-07-06, 17:59
conference contribution
posted on 2024-06-18, 09:20 authored by MA Pinero De Plaza, Larry Lockshin, Rachel Kennedy, Armando Corsi
This research sets groundwork for incorporating concepts from the branding managerial perspective into the Fast Moving Consumer Goods (FMCG) environment. We undertook our study in a busy supermarket to capture the ‘top of mind’ packaging elements that helped shoppers select a product. 115 in-store interviewees ranked the important packaging elements for one product in their cart as: colour, brand name, logo, font-style, and picture. We also found that colour and brand cue differed depending on whether or not consumers classify a brand as their favourite in the category. An experimental approach under the light of memory and recognition is the next step to follow for further research.

History

Pagination

1-7

Location

Christchurch, New Zealand

Start date

2010-11-29

End date

2010-12-01

Language

eng

Publication classification

EN.1 Other conference paper

Editor/Contributor(s)

Fortin D, Ozanne L

Title of proceedings

ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference

Event

Australian and New Zealand Marketing Academy. Conference (2010 : Christchurch, New Zealand)

Publisher

[The Conference]

Place of publication

Christchurch, New Zealand

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