Open this publication in new window or tab >>2005 (English)In: Quality Management Journal, ISSN 1068-6967, Vol. 12, no 3, p. 7-20.Article in journal (Refereed) Published
Abstract [en]
Purpose- To explore the impact of packaging on customer perceptions of quality.
Design/methodology/approach - Sees representing quality as additional to packaging's function of product protection, draws on Kano's theory of attractive quality, and its associated perceived quality attributes, uses Kano's must-be, reverse, one-dimensional and indifferent quality attributes, and debates why factors causing dissatisfaction are different to those that generate satisfaction. Tests the theory of attractive quality in relation to packaging by questionnaire survey of 708 Swedish consumers, questions respondents on product and packaging ergonomics, and technical and communicative attributes, and gives an example of the paired questions used in the survey, e.g. how do you feel if a feature is present, or how do you feel if a feature is absent.
Findings - Tabulates results ranking 24 packaging attributes, shows that leakage protection, content declaration, instructions, opening date and appearance are must-be attributes, summarizes results in a better-worse diagram, includes a section on attributes from disabled/elderly consumer perspectives, and underlines that packaging has an increasingly important role as a marketing vehicle.
Place, publisher, year, edition, pages
Milwaukee: , 2005
Keywords
Attributes sampling, Customer satisfaction (CS), Customer surveys, Product design, Product quality, Questionnaires
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-2071 (URN)
2007-01-192007-01-192022-11-16Bibliographically approved