Consumer versus management reaction in new package development

Abstract

How important is consumer research pertaining to package development? The judgments of designers, management, and consumers, with a total N of 134, were compared using 18 different package designs and using Stephenson's Q sort technique. "Had the packaging decision been made on the basis of recommendation of the design firm and on the pooled judgment of the client's marketing management, the net effect would have been to select designs which would have had the least appeal so far as the consumers sampled were concerned." From Psyc Abstracts 36:04:4LO22B. (PsycInfo Database Record (c) 2025 APA, all rights reserved)