Attraktive Verpackungsgestaltung von Chilled Convenience Food: Eine empirische Analyse der Wirk

Product packaging is highly relevant for positively influencing the consumer's decision-making process in the face of fierce competition, especially at the point of sale. It is precisely this key position that presents manufacturers of product innovations in the food sector (e.g. chilled convenience food) with the challenge of convincingly communicating a differentiated and targeted positioning at the critical moment of the purchase decision.
In the context of chilled convenience food, it is of particular interest to identify the design features of the product packaging that positively influence the health perception of a chilled convenience food and the overall attitude of consumers towards the product. Furthermore, especially in the price-sensitive food industry, a sophisticated packaging design plays an important role in creating a higher willingness to pay among consumers.
The authors provide insights into the influence of product visibility, ingredient claims and colour saturation on the target variables as part of a variance analysis study. This results in relevant implications for marketing practice and research.