Integrating the Packaging and Product Experience in Food and Beverages

Integrating the Packaging and Product Experience in Food and Beverages: A Road-Map to Consumer Satisfaction

For fast-moving consumer goods (FMCG) products in particular, packaging can be considered as a contributor to consumer satisfaction. Recent cross-modal research illustrated consumers’ dissatisfaction or delight with a product can be evoked when there is dissonance between the packaging and the product experience.

The book includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product. This is an important development as it provides insights about products that can be used to market specific categories and brands of foods and beverages.

The book demonstrates the value of this approach by bringing together case studies that consider the interrelationships between packaging design, shape, on-pack sensory messages, expectations, and consumer satisfaction with the product.

• Focuses on the inter-relationship between packaging and the product experience, specifically in the context of the food and beverage sector
• Presents the expectancy disconfirmation model of satisfaction, which is well developed within the social sciences, to the food and beverage sector
• Contains case studies demonstrating how these practices can be used in industry to better enhance customer’s responses to products
• Includes an extensive overview of an adapted satisfaction scale that has been tailored for the food and beverage sector and which identifies varying satisfaction response modes such as contentment, pleasure, and delight with a product

Consumer and sensory scientists, researchers and academics in the areas of food science, packaging development, product design, new product marketing managers and packaging designers for fast-moving consumer goods (FMCGs)