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
the container
glass,
metal),
the
Major
role ofofvisual
packaging(e.g.
design
in plastic,
affecting
consumer
conditionsproduct
and length
of storage
factors
determining
evaluation
andare
his critical
purchase
decision.
the shelf life of packaged olive oil.
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.
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
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)
Perceived overall quality
Atypical
packaging
Typical
packaging
No information
4,89
4,55
Professional
designer
4,92
5,03
Consumer
5,21
4,75
Perceived overall quality
4.8
4.6
4.4
Typical packaging
4.2
Atypical packaging
4
3.8
3.6
No Info
Professional
Consumer
Perceived value
Atypical
packaging
Typical
packaging
No Information
4,399
4,026
Professional
designer
4,597
4,429
Consumer
4,686
4,242
Perceived value
5.4
5.2
5
4.8
Atypical packaging
Typical packaging
4.6
4.4
4.2
No information
Professional
designer
Consumer
Purchase intention
Atypical
packaging
Typical
packaging
No information
4,815
4,39
Professional
designer
4,76
4,83
Consumer
4,90
4,80
Purchase intention
5
4.9
4.8
4.7
4.6
4.5
Atypical packaging
4.4
Typical packaging
4.3
4.2
4.1
No information
Professional
designer
Consumer
To summarize…
• 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
Thank you for your attention
How can Knowledge affects preferences of olive oil products?
Price
Type
Country of Origin
How can trade-off between Pack size and price influences the
consumer purchase decision?
2.5€
4€
7.5€
15€
How can ethnocentrism affects the consumer prefrences through
neuromarketing experimentation?
BRAND
To sum up
Effect of
knowledge on the
consumer
preferences
Effect of the pack
size and priceon
the consumer
preferences
Effect of the
ethnocentrism on
the consumer
preferences