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.
|Number of pages||7|
|Publication status||Published - 2010|
|Event||Australian and New Zealand Marketing Academy Conference : Doing More with Less - University of Canterbury , Christchurch, New Zealand|
Duration: 29 Nov 2010 → 1 Dec 2010
|Conference||Australian and New Zealand Marketing Academy Conference|
|Abbreviated title||ANZMAC 2010|
|Period||29/11/10 → 1/12/10|