The importance of packaging attributes: a conjoint analysis approach

Purpose The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. this paper aims to investigate this issue. Design/methodology/approach The paper examines these issues using a conjoint study among consumers for packaged food products in Thailand, which is a very competitive packaged food products market. Findings The conjoint results indicate that perceptions about packaging technology (portraying convenience) play the most important role overall in consumer likelihood…