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Table IV.
Means of importance on
ve packaging elements
by segment
Importance of
packaging
attributes
1509
which communicates convenience and ease of use to them (see Figure 3). Among these
consumers, just over half of the weight is given to packaging technology, and they
strongly prefer the packaging that explicitly calls attention to the technology
(Tables IV and V). The other packaging attributes all have roughly similar importance,
and all score quite low relative to the technology image conveying convenience. These
consumers show little preference toward any of the various implementations of the
several visual elements, but somewhat more preference for detailed information.
The large size of this segment is consistent with trends in Bangkok that are driven
by consumer perceptions that they do not have enough time to spend in buying and
preparing food. The technology image embodied in the package communicates to these
consumers not only about the package itself, but also the underlying convenience of
preparing the food in it (Silayoi and Speece, 2004). This is also consistent with
worldwide trends showing that young modern urban middle-class consumers face
increasing time pressure (e.g., Underwood, 2003; Warde, 1999). Consumers in this
segment are slightly younger than in the other large segment (Table VI). About 55
percent are in the 20-30 age category in our sample, and few are over 40. In many
countries, younger consumers are somewhat more technology oriented, and more
receptive to new technologies in food packaging.
Image-seeking consumers constitute the second largest segment, with about 39
percent of respondents falling in this group. This segment contains slightly fewer
younger consumers than the others, and is the most heavily weighted toward the 31-40
age category, although it also has a few more consumers over 40 than the convenience
oriented segment (Table VI). These consumers value the visual elements of package
Figure 3.
Attractiveness of the
overall positive utility on
each attribute by segment
EJM
41,11/12
1510
design. Packaging shape, color and graphics, and layout each have stronger
importance than either convenience or product information, and collectively account
for almost three-fourths of the weight in likelihood to buy. The segment is inuenced
towards purchase by the aesthetic appeal of a good-looking package, and the tendency
toward more classic designs and colors noted in the overall results can be attributed
mostly to the inuence of this segment (Table V). They are indifferent to whether
detailed information is presented or not.
Related qualitative work (Silayoi and Speece, 2004) indicates that members of this
segment are concerned with package appearance primarily for quality reasons. They
are willing to spend more time to prepare better quality food, and generally do not nd
instant foods to be highly attractive. These consumers view the package as
representing the product, and high quality packaging (with high aesthetic appeal)
indicates to them a high quality product inside. Underwood and Klein (2002) review
some of the work indicating that package imagery can help consumers imagine how
products taste, feel, or smell. This is a low involvement shopping strategy, allowing
segment members a way to select one food product over another to gain high quality
while remaining relatively detached from the purchase process. Quick evaluation of
package appearance is a simple way for these individuals to meet their objectives.
Information-seeking consumers formed the smallest group, with included about 14
percent of the respondents. The product information accounted for nearly half of
importance weight, while the packaging technology image constituted another 20
percent (Table IV). Obviously, the detailed information was strongly preferred. These
consumers also preferred that the technology image explicitly call attention to
convenience and ease of use, though this tendency was not as strong as among the
convenience-oriented segment. Members of this segment had very slight disinclination
toward the graphics and color that attracted the image seeking segment. They also
Convenience oriented Image seeking Information seeking
Age (47%) (39%) (13%)
20-30 54.9 45.8 50.0
31-40 41.7 46.6 31.0
41 or over 3.5 7.6 19.1
Note: Signicance of F in a chi-square test 0:007, column percents do not total exactly 100 percent
because of rounding
Table VI.
Ages across the three
segments
Convenience
oriented Image seeking
Information
seeking
(n 144; 47.2%) (n 119; 39.0%) (n 42; 13.8%) Row sig.
Convenience 1.4523 0.1092 0.5833 0.000
Explicit straight shape 20.0148 0.0777 0.1071 0.610
Classic graphics 0.0998 0.3634 20.1190 0.001
Right picture, left information 0.2057 0.5399 20.0714 0.000
Detailed information 0.4036 0.0966 1.1429 0.000
Table V.
Means of the overall
positive utilities by
segment
Importance of
packaging
attributes
1511
reversed the order of the graphics verbal information layout, showing slight
tendency toward what is found in the West (Table V).
Qualitative work showed that consumers in this group were consciously seeking
information about a variety of food matters (Silayoi and Speece, 2004). They may
exhibit the strongest exploratory food purchase behavior among the segments. They
have a great deal of knowledge about food and are creative in the manner in which they
prepare and consume it, with strong interest in knowing the ingredients and
preparation methods of food. Similarly, they appear to be strongly quality and health
conscious, but food is much higher involvement for them than for the other, larger
segments. There was a slight tendency for this segment to be either younger, in the
20-30 age category, or older, over 40. The older consumers constitute a larger part of
this segment, 19 percent, than of the other segments (Table VI).
Conclusions
The results of this study give some insight into consumer preferences for food
packages in Bangkok, Thailand, which is probably fairly representative of many
markets in Asia where the modern urban middle class is rapidly expanding. One
important limitation is that this sample was gathered in ofces, so the respondents are
clerical and managerial, mostly lower middle class to upper middle class. We do not
know whether industrial workers, urban low income, or rural inhabitants in the
agricultural sector would respond the same way, and these are important segments in
many countries. Nevertheless, the rapid shift toward urban middle class is the trend in
most of developing Asia, and developed Asian countries are already mostly urban
middle class. Also, the sample does represent the type of consumers who would be
more likely to buy convenience food products, according to industry managers. In this
sense, the results from Bangkok can probably be generalized broadly in East and
Southeast Asia where the cultures and product types are similar.
Results show strong segmentation in response to packaging. The three segments,
convenience oriented, information seeking, and image seeking, follow patterns
common worldwide. To some extent, this suggests that on a broad level, middle class
urban consumer behavior in Thailand is becoming similar to other developed
countries. However, this might be expected. The desire of busy people for more
convenience, of modern educated consumers for product information, or even the
tendency of many to rely on visual impressions and not think much about low
involvement products, does not seemto have much scope for strong cultural inuences.
Within each of the three segments, none of the importance weights becomes
negligible for any element. In other words, these consumers view the package as a
coherent whole, stressing one aspect or another, but not completely ignoring any
element. There may not be a single ideal design for the whole market, but the most
effective single package would probably need to have a technology image which
clearly conveys convenience and ease of use; list clear product information, and have
more classic, traditional graphic design, colors, and shape. In specic segments, some
of the package elements are somewhat less desired, but the specic implementation of
most elements as suggested by the overall results would not usually strongly detract
from attractiveness of the package. Thus, it would be possible to use a single package
that was fairly attractive across all three segments, provided that the package included
the key elements most attractive to each specic segment.
EJM
41,11/12
1512
A key issue, though, is that not all of the elements are consistent with how Western
consumers respond to packaging, so packaging design would have to be adapted to
Asian markets to be most effective. This seems consistent with Walles (1997) view
that broad patterns of behavior might be similar, but not specic details. The graphics
right verbal information left layout works better, especially among the strongly
image seeking segment. This is in contrast to what research in the West shows. The
broad body of cross-cultural research in psychology summarized in Nisbett (2003)
indicates that Asian thought patterns tend to be more strongly right brain-oriented,
which could give rise to differences in how effective copy vs graphics placement is on
the package. In addition, more traditional, familiar, trusted design seems to work
better. Trust may be a contributing factor here. Trust is usually discussed in terms of
higher involvement situations, particularly in the context of relationship marketing
and/or high level services. However, recent work has begun to look at trust as a
component of brand image for low involvement products (e.g., Reast, 2005). In Asia,
trust may be even more important, and more effective than differentiation as part of the
brand image conveyed by the package.
Whatever their specic response, the conjoint study seems to have been an effective
way to examine how consumers view packaging. Producers of packaged food products
can use it to help create effective packaging strategies. Results demonstrate that there
is strong segmentation in consumer response to food packaging. The preferred levels
of the key elements in each segment are not mutually exclusive in this study, so that
segmentation would not unduly complicate the packaging strategy. However,
designers must remain aware that three complementary views need to be addressed on
the package; there is not a single way of perceiving the package. They also will need to
adapt some specic package elements to the Asian context culture does seem to
condition how consumers view the specic design details.
The relationship between consumer choices in various market segments and design
characteristics of packaging is a key issue that marketers of packaged food products
must understand to develop effective marketing strategies. Attention and
attractiveness at the point of purchase play a critical role in getting brand choice.
Utilizing the importance of packaging design elements as market segmentation
variables can provide very useful information to marketers who what to maximize the
packages impact in selling the food product. Businesses that want to develop new
brands, expand their product lines, or even enhance the impact and image of current
brands can use segmentation on customer response to package elements as a useful
tool in developing effective product strategies.
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About the authors
Pinya Silayoi is on the faculty in the Department of Packaging Technology, Faculty of
Agro-Industry at Kasetsart University, Bangkok. She worked in R&D and design at a major
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Thai packaging company before joining academia, and has kept up a small free-lance consulting
practice in graphics and packaging design since. Her research interests focus on management of
the packaging design process, integration of consumer knowledge into the process, and the role
of packaging in marketing. Dr Silayois PhD is from the School of Management, Asian Institute
of Technology, Thailand. She holds a Master of Design Management and Product Design at
Staffordshire University in UK, and a second Masters in Computing in Design also from
Staffordshire. Pinya Silayoi is the corresponding author and can be contacted at:
pinya@rocketmail.com
Mark Speece is Associate Professor and MBA Director in the School of Business, Public
Administration, and Information Systems at the University of Alaska Southeast in Juneau.
Before joining in August 2004, he had spent 16 years in East/Southeast Asia. In Bangkok, he
taught at Kasetsart University (where he continues as visiting faculty during summers), Asian
Institute of Technology, National Institute of Development Administration, and Bangkok
University; in Singapore at Nanyang Technological University, and in Hong Kong at Chinese
University of Hong Kong. Much of his research focuses on food products marketing in Southeast
Asia. Dr Speece holds a PhD in Marketing fromthe University of Washington, Seattle, and a PhD
in Middle East Economic Geography from University of Arizona, Tucson.
Importance of
packaging
attributes
1517
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