| Autor: |
Lynsey Hollywood, Gillian Armstrong, Laura Wells, Heather Farley |
| Rok vydání: |
2013 |
| Předmět: |
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| Zdroj: |
British Food Journal. 115:899-912 |
| ISSN: |
0007-070X |
| DOI: |
10.1108/bfj-jul-2010-0127 |
| Popis: |
Purpose – The purpose of this paper is to investigate consumer attitudes towards packaging design as a tactical strategy for increasing the commercial value of liquid milk within the dairy industry. Design/methodology/approach Design/methodology/approach – In total, six focus groups were conducted containing 33 participants and data were analysed using QSR Nvivo 7 Findings – Results highlighted that the majority of participants found milk packaging to be functional; however, beyond this use, vast improvement could be made in terms of the aesthetics surrounding packaging design. Research limitations/implications – Even for commodity products the use of packaging transcends beyond a functional role as consumers are becoming more demanding in their attitudes towards packaging design. Practical implications – The study provides insights for managers in relation to opportunities for adding value through packaging design within the liquid milk sector. Originality/value – The paper explores consumer attitudes to... |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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