Abstract:

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the user can create the study, import the necessary graphics to the computer program, and run the program automatically. The experimental design, study execution in the field, data analysis and segmentation are done automatically by the web server-based computer program. Thus, the researcher can study package design rapidly and inexpensively. The speed, simplicity and low cost of Internet-based research combined with the power of conjoint analysis open the field of package design research to systematic investigation, leading to greater understanding of how consumers respond to the individual features of package designs. Once an art, systematic, cost-effective research into packaging allows consumer research to make a major contribution to package design.