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The current issue and full text archive of this journal is available at
/0959-0552.htm
The importance of packaging The importance
of packaging
design for own-label food brands design
L.E. Wells, H. Farley and G.A. Armstrong
School of Marketing, Entrepreneurship and Strategy, 677
University of Ulster, Newtownabbey, Northern Ireland
Abstract
Purpose – This paper seeks to investigate the importance of packaging design for a UK premium
own-label food brand, by developing an understanding of how consumers evaluate own-label
packaging, providing an insight into their shopping behaviour regarding premium own-label desserts
and identifying the factors that influence their purchase decisions. Implicit in this is a need to establish
how the packaging designs of premium own-label products influence the purchase decisions of
consumers.
Design/methodology/approach – The paper reports on the findings of participant observational
exercises employed at two Tesco stores.
Findings – Overall, analysis of findings would clearly indicate that there is a strong association
regarding the influence of packaging on the purchase decision, with over 73 per cent of interviewed
consumers stating that they rely on packaging to aid their decision-making process at the point of
purchase.
Research limitations/implications – This study reports on the preliminary findings of the first
stage of a research project. Future studies could extend this
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