Getting packaging right really can prove the key to overall customer satisfaction, but a new market research report from packaging provider MWV suggests that most consumers feeling there is room for improvement.
MeadWestvaco published its findings recently in Packaging Matters, the title of its third annual study into the impact of packaging on product satisfaction and consumer purchasing behavior on a global basis.
The study assessed consumers in five markets – Brazil, China, Germany, France and the United States – and covered 11 different categories, including personal care and fragrance, as well as food and beverage.
Putting brand managers in the picture
The aim of the report is to give brand managers and developers key insights into what works in packaging, what does not work and what consumers are really looking for.
The report also confirms that consumers are still influenced by the image that packaging projects and the feedback from the more than 5,000 individuals to find out what the link between brand loyalty and good packaging design is all about.
Pete Durette, senior vice president at MWV, said that the consensus among consumers was that packaging is moving in the right direction, when it comes to development, but there is still plenty of room for improvement.
“Consumers continue to want more from packaging, especially when it comes to function and safety. Brands, and their packaging partners, have a critical opportunity to build on this positive momentum with continued innovations that will make a real impact on satisfaction and behavior,” Durette said.
For a full infographic illustrating some of the interesting stats and fact included in the MWV report, please click here.