Role of packaging in quality perception - Study of sports drinks

For their thesis at Jönköping University in Sweden, Anton Vigstrand and Johan Lundell investigated consumer perceived quality and value regarding packaging design of sports drinks and what role those perceptions have on consumer purchase intentions.
They found that perceived quality was considered important and that the packaging design is a crucial tool in conveying quality. But this was not sufficient to explain purchase decisions; the reason or motivation consumers have for consuming products influences which packaging design and packaging elements are the most appropriate. They also found that price of the product was a major factor in consumers purchase decisions.
Click here for the thesis (5.42 MB).

If you have any questions about this subject, please contact us: info@nvc.nl, +31-(0)182-512411. This item is also included in our monthly overview, the NVC Members-only Update.