MWV Study Reveals Shoppers' Perceptions of Packaging

MeadWestvaco Corp. Richmond, Va., USA, this week released results of a study it commissioned on packaging damage, which found damaged packaging has a profound effect on shoppers' purchasing decisions. The research studied a range of frozen packaged foods and showed that the majority of shoppers will not buy a product if the package is damaged. Three-quarters of shoppers in the study pushed a damaged package aside in search of an undamaged one.

The study also revealed that shoppers' trust in a product or brand declines steeply when the package is damaged. Up to 55% of shoppers left the brand, and 36% opted to purchase another brand. Perception of a product as a "brand you trust" dropped from 73% to 41% when packages were even slightly damaged. The study indicated a significant relationship between the quality of the packaging material and the likelihood of a package to sustain damage. Packages made from coated recycled board were four times more likely to be crushed or opened.

"Private label manufacturers have taken great care to ensure the products they create are recognized as being as good as or better than name brands," said Mike Stuckey, marketing director, MWV Food Packaging. "By giving packaging the same consideration in quality of materials, design, and construction, private label owners ensure the package accurately reflects the consistent quality across all products. When making a purchasing decision, the consumer's major point of interaction is with the package which affects consumers' perception and helps to enhance consumer loyalty." More information on the effects of damaged packaging can be found on MWV's web site.

TAPPI
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