Consumer perceptions of product packaging

2006541 citationsJournal Article

Authors

Olga Ampuero‐Canellas · Universitat Politècnica de València

Natalia Vila López · Universitat de València

Abstract

Purpose – This paper seeks to discuss the need to understand consumer perceptions in order to correctly design product packing and to achieve the desired position in the minds of consumers.

Topics & Keywords

Consumer Packaging Perceptions and Trends Color perception and design Consumer Behavior in Brand Consumption and Identification

Publication Details

Published in: Journal of Consumer Marketing

Volume 23, Issue 2, pp. 100-112

DOI: 10.1108/07363760610655032

Field-Weighted Citation Impact: 7.01

Command Palette

Consumer perceptions of product packaging

Authors

Abstract

Topics & Keywords

Publication Details