Distinctive elements in packaging (FMCG): an exploratory study

Maria Alejandra Pinero de Plaza, Larry Lockshin, Rachel Kennedy, Armando Corsi

Research output: Contribution to conferencePaperpeer-review


This research sets the groundwork for incorporating concepts from the branding managerial perspective into the Fast Moving Consumer Goods (FMCG) environment. We undertook our study in a busy supermarket to capture the ‘top of mind’ packaging elements that helped shoppers select a product. 115 in-store interviewees ranked the important packaging elements for one product in their cart as colour, brand name, logo, font-style, and picture. We also found that colour and brand cue differed depending on whether or not consumers classify a brand as their favourite in the category. An experimental approach under the light of memory and recognition is the next step to follow for further research.
Original languageEnglish
Number of pages7
Publication statusPublished - 2010
Externally publishedYes
EventAustralian & New Zealand Marketing Academy Conference 2010 (ANZMAC): Doing More with Less - University of Canterbury , Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010


ConferenceAustralian & New Zealand Marketing Academy Conference 2010 (ANZMAC)
Abbreviated titleANZMAC 2010
Country/TerritoryNew Zealand


  • packaging
  • distinctiveness
  • elements
  • branding
  • memory
  • retail


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