Effects of utilitarian and hedonic benefits of food packaging

27 February 2015

Researchers at the National Chung Hsing University in Taiwan studied the benefits of food packaging on consumer responses to hedonic products by comparing different benefits (i.e., utilitarian and hedonic) of food packaging to understand which one has more impact on consumers’ perceived quality and purchase intention.
The results show that utilitarian and hedonic benefits of retail food packaging play different important roles in determining customers’ reactions. Utilitarian benefits have more impact on perceived quality and hedonic benefits have more impact on consumer purchase intention. An article about the research is published in the Journal of Food Products Marketing.
Click here for an abstract of the article.

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