Product packaging : a manufacturer's perspective within the local market

Abstract

Purpose - The purpose of this study is to explore the perspectives of the local industry with respect to product packaging design and strategy. Design/Methodology/Approach - This thesis reviews academic literature on the subject matter, serving as the basis for establishing the research questions. The methodology involves the qualitative analysis through in-depth interviews of four case studies related to consumer-packaged products. Findings - It emerged that all four companies view packaging as being an important factor in their product life cycle process. However, there are varying degrees to which these companies adopt packaging to ameliorate their brands. Research limitations/implications - The study focused only on the packaging design of food and beverage consumer goods. Packaging and packaging design does not exist in a vacuum, in that associated costs are a fundamental association in the overall thought process. Practical implications - In light of the entire research and specifically the identified packaging design approaches of the four companies, brought about the need to develop a best practice packaging design model. Originality/value - This thesis identified the need for recognising the importance of packaging design within the overall context of product development, with the aim of improving the product's success within the market place.