Paying More for Brands and Packaging In the 2009 Recession

With the differences between store brands and national brands fuzzier than ever, packaging has the potential to play a decisive role in consumer purchase decisions -- and your profitability.

Consumers expect national brands to cost more than store brands. But even value shoppers are willing to pay more for certain packaging attributes. Inside Paying More for Brands and Packaging In the 2009 Recession you'll discover the packaging attributes that consumers say would lead them to pay more or buy a more expensive national brand. The new research shows:

• Why and how reusable and refillable packages are gaining on recyclables
• How brands are losing market share by failing to meet packaging expectations
• How many consumers say they will pay more for “less packaging”
• What attributes lead consumers in different demographics to buying brands or paying more
• The differences in male and female green packaging decisions
• How much more important packaging is to large households and mothers of small children
• The difference that employment makes – and the strong desire of the unemployed to buy products and packages made in the U.S.
• The difference that income and education make in what consumers are willing to pay for and what brand attributes they are willing to support
• How income and education determine what packaging attributes consumers will pay for
• The difference having children makes in adults’ willingness to pay more, and how the importance of multipacks grows along with the children and the size of the household
• and much more.
  

Fielded by Harris Interactive for Mona Doyle's Consumer Network, Paying More for Brands and Packaging In the 2009 Recession offers a unique combination of quantitative and qualitative research that uncovers a wealth of nuance in packaging preferences. You'll use these findings to:

• Retain and increase share of market for nationally-advertised brands
• Boost the appeal of value-driven store brands where it really counts
• Deliver enhanced products that build loyalty

The primary research in this report assesses these packaging preferences by sex, age, education, income, and region; and by the presence of children and teens in the household. Plus, author/consultant Mona Doyle, founder of The Consumer Network, gives you numerous examples of how the findings from this survey can be applied by marketers in the food, automotive, cosmetics, apparel, computer, cleaning products,

Make your packaging count -- order your copy of Paying More for Brands and Packaging In the 2009 Recession today!

Published August 2009, 42 pages, 31 tables, $249 ($199 for subscribers to any EPM print newsletter.)

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