Olfa Ammar, PhD researcher Consumer’s perceptions and response toward co-designed olive oil packaging Olfa Ammar, PhD researcher

Plan: Olive oil packaging and co-design concept Experimentation Results and discussion

Olive oil Packaging: Brand Labeling packaging The material of the container (e.g. glass, plastic, metal), the conditions and length of storage are critical factors determining the shelf life of packaged olive oil. Major role of visual packaging design in affecting consumer product evaluation and his purchase decision.

Co-design ? The Co-design practice allows customers to express their product requirements and carry out product realization processes by mapping the requirements into the physical domain of the product (Khalid & Helander, 2003; Von Hippel, 1998). The consumer becomes an active part of the creative development of a product. Co-design is a method that can be used in all stages of the design process, but especially in the ideation or conception phases.  It is grounded in the belief that all people are creative and that consumers, as expert of their own experience, bring different point of view that enhance the innovation direction,

Experimentation: Objective: To identify the deviation of consumers’ perceptions and response toward different olive oil packaging according to their “designer”. Perceived value Perceived overall quality Purchase intention In order to discern the worthiness of developing co-design platform and following such practice, that’s why we did an experimentation,

Experimental design: Manipulations: packaging design (typical vs. atypical) and who design it (consumer vs. professional designer) Conditions: 2 types of packaging * 3 sorts of information about the designer = 6 conditions (groups) The respondent looks at the package and rates it on a scale such as, perceived overall quality, perceived value (measurement scale), perceived typicality and purchase intention. Here we are not interested about consumers’ evaluation of each element of the package, we are focusing on the consumer perception and response to the hole package and the information below it.

Perceived overall quality Atypical packaging Typical packaging No information 4,89 4,55 Professional designer 4,92 5,03 Consumer 5,21 4,75 we can see that the highest mean is for the atypical co-designed packaging, Indeed, observing the differences of means between the packaging with and without information about his designer, we can mention the effect of the information on consumers’ perception toward the overall quality of the package,

As you see, here is our point of reference for evaluating the PQ and what we are interested about, is those two parts, The first one is about the professional designer, where the difference of means is not significant as in the case of co-designed packaging where the atypical one has the highest perceived overall quality than the typical one So we can suppose that how the pack design was conceived may be what attracts the consumer to take a look at the product in store shelves and to evaluate his overall quality ,

Professional designer Perceived value Atypical packaging Typical packaging No Information 4,399 4,026 Professional designer 4,597 4,429 Consumer 4,686 4,242 we can see that the highest mean is also for the atypical co-designed packaging,

Purchase intention Atypical packaging Typical packaging No information 4,815 4,39 Professional designer 4,76 4,83 Consumer 4,90 4,80 This confirm what we had as results of the overall perceived quality and the perceived value, Indeed, in the marketing literature, such relation has been widely confirmed where the quality and the value perceptions predict consumers’ purchase intention, The consumer is more willing to purchase atypical co-designed packaging, than the one designed by professional designer

To summarize… Co-design platform The information about the packaging designer helps to sell the co-designed product. The type of the packaging (typical vs, atypical) influence consumers’ perception and his purchase intention. The atypical co-designed packaging is more valuated and more appealing to purchase for the consumer. Co-design platform How the pack was developed may attract the consumer to take a look at the product in the store shelves,

Thank you for your attention

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