Article1998

Gaining competitive advantage from packaging and labelling in marketing communications

Clive Nancarrow · Len Tiu Wright · Ian Brace

150 citations0/0 files storedBritish Food Journal

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Consumer Packaging Perceptions and Trends Consumer Retail Behavior Studies Consumer Attitudes and Food Labeling

Abstract

This paper illustrates how an understanding of consumer models, psychological processes and the appropriate use of marketing research techniques can help in the design of food packaging and label copy to provide a company with a competitive advantage. The paper examines the significance of the marketing functions of a pack and the perceptual processes of consumers in their information search concerning pack design and labelling in marketing research. Case study material is introduced to help illustrate the main points.

Citations in this library

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References

1997The Psychology of Attitudes 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1996Moderators of the Impact of Self-Reference on Persuasion

Cited by

2016The role of packaging within marketing and value creation 2020Food packaging design and consumer perception of the product quality, safety, healthiness and preference 2013Linking packaging to marketing: how packaging is influencing the marketing strategy 2015What’s in it for me? Food packaging and consumer responses, a focus group study 2015Emotional responses towards food packaging: A joint application of self-report and physiological measures of emotion 2016Multisensory Packaging Design 2014The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry 2010Packaging development: A conceptual framework for identifying new product opportunities

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