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Thinking outside the carton: attitudes towards milk packaging

Hollywood, Lynsey, Wells, Laura, Armstrong, Gillian and Farley, Heather (2013) Thinking outside the carton: attitudes towards milk packaging. British Food Journal, 115 (6). pp. 899-912. [Journal article]

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URL: http://10.1108/BFJ-Jul-2010-0127

DOI: 10.1108/BFJ-Jul-2010-0127


Purpose – The purpose of this paper is to investigate consumer attitudes towards packaging design as a tactical strategy for increasing the commercial value of liquid milk within the dairy industry.Design/methodology/approach – In total, six focus groups were conducted containing 33 participants and data were analysed using QSR Nvivo 7. Findings were categorised based on the form, function and appearance of packaging design.Findings – Results highlighted that the majority of participants found milk packaging to be functional; however, beyond this use, vast improvement could be made in terms of the aesthetics surrounding packaging design.Research limitations/implications – Even for commodity products the use of packaging transcends beyond a functional role as consumers are becoming more demanding in their attitudes towards packaging design.Practical implications – The study provides insights for managers in relation to opportunities for adding value through packaging design within the liquid milk sector.Originality/value – The paper explores consumer attitudes towards milk packaging to identify possible new market opportunities.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Management and Leadership
Ulster Business School > Department of Accounting, Finance and Economics
Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
Research Institutes and Groups:Business and Management Research Institute
ID Code:26617
Deposited By: Dr Lynsey Hollywood
Deposited On:20 Aug 2013 09:25
Last Modified:20 Aug 2013 09:25

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