| Consumer views of a product are based on many characteristics of both the product and the package. The means-end theory suggests that consumers make decisions to buy according to what choice will produce the most beneficial results. In essence, a consumer will weigh the consequences of several alternatives and choose the most positive outcome for themselves.Products communicate to consumers through attributes. Packaging, a commonly overlooked aspect of a product, plays a vital role in sending messages regarding product attributes to the consumer. Material, shape, and package design can help to project a positive and beneficial image of the product in the consumer's mind, which can translate into fulfillment of perceived needs.The objective of this research project is to investigate the impact of packaging on consumer perception of cherry juice. Research was conducted through a series of focus groups grounded in the means-end theory, using three demographic groups mothers, young adults and adults.Research findings indicate attributes associated with the communication and utility functions of packaging have the most impact on consumers in all focus groups. Packaging attributes like transparency, inertness, usability, recloseability, and recyclability affected consumer perceptions about the product. Differences arose between demographic groups only in the context of the situation for which the package was being used. |
