MEANING: Packaging research is one aspect of product research. It deals with the needs and expectations of consumers about the package (size, shape, colour combination, durability, material used, etc.) used.
Packaging research plays a positive role in modern marketing.
It acts as
a sales promotion technique.
It makes
the product attractive and agreeable to consumers.
Packaging
needs constant changes as per the expectations of consumers and also as per the
current trends in packaging designs.
For achieving these objectives, packaging research is useful.
Moreover, the advantages of packaging (as noted above) indicate
the importance and need of packaging and packaging research.
For large-scale marketing, attractive packaging is a must. It should be used for established as well as for new products. In addition, renovations should be made in the packages after some interval. For this package research is useful. Manufacturers, in India, now take active interest in package research. As a result, we observe new packages of varied sizes, shapes and colour combinations in the market for all types of products particularly consumer items such as soaps, cosmetics and oils.
Packaging research has special significance in export marketing as packaging of export items needs to be safe, secured, and also attractive to foreign buyers. Packaging needs to be as per the standard packaging norms used in different countries. In addition, packaging of export items needs to be as per the legal provisions made in different countries. For e.g. packaging rules and procedures are very strict in European countries.
WHY IS PACKAGING RESEARCH UNDERTAKEN? Packaging
research is undertaken in order to find out reasonably correct and reliable
answers to the following packaging problems/issues:
(1) Whether the existing package used for the specific product is
attractive and agreeable to consumers and is also as per the current trends in
the field of packaging.
(2) Whether certain modifications/alterations are necessary in the
existing packages (used by the company) so as to make them attractive and as
per the tastes and requirements of consumers.
(3) Whether the existing packages are eco-friendly (in regard to
material used and colour-combination) and to introduce suitable modifications
in them so as to make them eco-friendly. (e.g., avoiding the use of thin plastic
bag or replacement of plastic containers through the use of thick paper, wood,
etc.)
(4) Whether the packaging material used is safe, durable and gives
full protection to the product against moisture, light, high temperature and
shock and whether any other material which is more economical and safe can be
used/introduced.
(5) Whether the existing package gives clearly visible identity to
the product and its brand.
(6) Whether the cost of packaging is high and how to bring down
the packaging cost and thereby to make the product competitive as well as
attractive in the market.
(7) Whether the existing package facilitates proper disposal or
reuse of the packaging material after the use of the product.
(8) Whether there is scope for improvement in the packaging so as
to make it attractive, eco-friendly and easily/quickly saleable.
Package graphics and copy are critical marketing variables in many product categories, particularly for non advertised or under advertised brands in self-serve shopping environments.
The package on a retail shelf is the last opportunity to influence
consumers before they decide to buy. It’s the final sales pitch at the “moment
of truth,” when the brand-choice decision is made. The better the package design
and copy, the greater the likelihood that consumers will choose that brand. Any
new package design, or significant change in an existing package, should always
be subjected to the scrutiny of objective consumer feedback.
Following are the packaging research methods:
1. Package Screen
2. Package Check
3. Package Test
4. Custom/Ad Hoc Packaging Research
1. Package Screen
Early-Stage Package Designs: The package design process typically begins with the creation of a large number of “rough” or early-stage designs. Ten to twenty package designs, or more, are common at this beginning stage. The research objective is to identify the package designs that resonate with consumers, so that creative efforts can be focused on further development of the better designs. Package Screen is an Internet-based system to accomplish this winnowing task.
How Does Package Screen Work?: A representative sample of 200 to
300 target audience consumers are recruited from a panel. These participants
are invited to come to a location and view the early-stage package designs.
Each respondent sees all of the package designs one at a time (front panel
only) on his/her computer monitor, in randomized order.
Then, each person views the package designs a second time and
answers four questions about each design.
The answers to these four questions are fed into a mathematical
model to calculate an overall score for each design. The highest-rated designs
are recommended for further development.
2. Package Check
Diagnostic Feedback
The next step in the design process is to learn more about the better designs so that further improvements can be made. Package Check is, designed to provide this diagnostic feedback.
How Does Package Check Work?: A representative sample of
target-audience consumers are recruited to as a panel and view each package design.
The respondents see only one package design (i.e., a monadic test) and then
answer a series of questions about their reactions, including a series of
open-ended questions.
The report includes answers to standard questions, compared to the
organizations action standards, as well as verbatim responses to open-ended
questions. The verbatim detail is valuable to creative teams as they strive to improve
the graphic design, as well as the copy, on the package. A typical Package Check
study is based on 75 completed interviews.
3. Package Test
Finished Or Near-Finished Package Designs: As packages near the
end of the design process, a more complete evaluation is required, with
comprehensive measurements to assess all of the important elements of package
design.
Package Test is comprehensive, testing system to evaluate finished
(or near-finished) package designs. A representative sample is recruited. The
panels, and qualified respondents are invited to evaluate the package design.
Respondents first see the package’s front panel, and later view
the other panels. The research design is monadic. The report includes answers
to standard questions, as well as the coded responses to all open-ended questions,
along with an analysis and interpretation.
A mathematical model, based on a number of key variables,
calculates an overall score for the package design and compares it to action
standards. A typical Package Test project is based on 150 completes.
4. Custom/Ad Hoc Packaging Research
Package Communication
What is the package communicating? What is the package failing to
communicate?
Depth interviews are typically used to explore package
communication issues. Usually, the test package is shown at different time
exposures (1/500 of a second, 1/200 of a second, etc.) using a tachistoscope.
At each exposure level, package recognition and communication are
examined.
Then the respondents are asked to examine and to read the package
in detail, with no time limits.
The consumer’s reactions to every detail of package graphics and
copy are explored in the interview. The purpose of this research is to learn
how to improve brand recognition and package communication.
5. Shelf Impact
Does the average consumer notice the package on the shelf?
To evaluate shelf impact, we typically build representative
displays of the test package in a competitive environment.
These displays are photographed from angles representative of the
consumer’s perspective. The test package is rotated within the display.
The best photographs (with correct rotations) are shown to a
representative sample of consumers, at various time exposures (1/200 of a
second, 1/100 of a second, and so on) with a tachistoscope. The respondents are
questioned about what they see and what they understand, as the length-of-time
exposure increases. This methodology helps determine the visibility (or
attention value) of a test package, relative to competitive packages.
6. Simulated Display
The ultimate test of a package is whether it stimulates trial of a
product.
To measure a package’s trial potential, a representative display
of a product category (with all major competitive brands) is assembled. Matched
samples of consumers are instructed to “shop” the display.
Their brand decisions, and the reason for those decisions, are
explored in post-shopping interviews.
Simulated display allows us to measure a package’s trial potential
and helps us learn how to improve its trial potential.
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