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- Title
An Empirical Analysis on Attitude of Indian Consumers towards Packaging & Labelling across Different Product Categories.
- Authors
Banerjee, Saikat
- Abstract
Proliferation in the number of products as well as brands in the market has made it a complex job for marketer to differentiate its offer. In this context, packaging is becoming an integral part of branding decisions. Further to that, labels, as integral part of packaging, are increasingly being seen as an important marketing tool and it has led to consider packaging & labelling decisions to the foreground in attracting attention and causing a purchase. Though there have been substantial work done on the European and American consumers, not much work have been done on the Indian consumers. In this backdrop, in this present study, author has focused his attention to explore consumers' attitude about packaging in general and on labelling in particular. In the first phase, this research study focused on consumer attitude about packaging and labelling as well as the degree of attention paid to labelling and in the next phase, it tried to see whether there is any significant difference in these attitudes between the two product categories. It is found that consumers attach significant importance to packaging and consumers pay a lot more attention to labels than is generally thought of and this attention to details seem to arise out of a combination of the evaluative importance and the cognitive importance attached to labels.
- Subjects
INDIA; CONSUMER attitude research; PACKAGING research; LABELS; CONSUMER behavior research; CONSUMER research
- Publication
Journal of Marketing & Communication, 2013, Vol 8, Issue 4, p20
- ISSN
0973-2330
- Publication type
Article