Abstract:

UB wishes to introduce new packaging for Bandit. The research was therefore required to investigate consumer reactions to two different packaging ideas, one of which has two colour options, with a view to guiding the decision as to which kind of design would be suitable. The primary target market for Bandit is at present defined as 'all housewives with children'. However, there are fears that the brand may in fact be too child-orientated, and might benefit from a more adult positioning. The research was also required to investigate these hypotheses among housewives and children, with a view to providing guidance to management on positioning options.