Relating research techniques to marketing problems

Date of publication: June 15, 1976

Abstract:

The authors describe the development, over a period of four years, of a research programme for a new container designed to offer an alternative to glass bottles and metal cans for beer and carbonated soft drinks. The new container is the ICI 'Merolite' pack, which offers a low-energy alternative to traditional containers for these important consumer products. There were, however, many problems associated with educating consumers to accept the containers' novel appearance and handling characteristics.

Donald Osborne

Author

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A. J. Payne

Author

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