Brand loyalty dented by damaged packaging

The study by Perception Research Services (PRS) shows that the slightest damage to frozen food packaging can have a direct impact on brand loyalty. The study was conducted on behalf of MeadWestvaco Coated Board, which produces coated natural Kraft (CNK) folding cartonboard for frozen food packaging. This is the most recent in a series of three studies by the manufacturer to determine the role of packaging in driving sales for retailers and food manufacturers. It follows hard on the heals oftests conducted by Graphic Packaging, a competitor, on its Kraft board, claiming it stands up better to freezing and thawing than other products. PRS found that, of consumers surveyed, 72 per cent viewed the retailer with damaged frozen food packaging as offering lower value products than its competitors. Another 25 per cent said they wouldquestion the quality of the brand. "This study underscores why frozen food manufacturers should consider paperboard packaging alternatives that protect against crushing, denting and tearing," PRS stated. "Whenthe folding carton more effectively weathers changes in temperature as well as the wear and tear of transport to the freezer case, everyone benefits." The research into the impact of damaged goods on frozen food purchasing habits was conducted in 12 major cities in the US. The research firm assessed the level of package damage people willtolerate and still buy the product. The 450 men and women participating were aged between 21 to 74. They were divided into three groups. Those who were loyal to Stouffer's macaroni and cheese products, those loyal to a competitivebrand and non-brand specific shoppers. Researchers selected Stouffer's product as it available in every market around the country. The study participants were exposed to visuals of macaroni and cheese packaged products, all with varying degrees of packaging damage. Participants were monitored by sophisticated eye-trackingtechnology that measures the ability of a package to stand out on the shelf and hold the consumer's attention. Software was then used to determine product impression, appeal and other attributes. The participants were then asked to comment on a side-by-side comparison of undamaged to damaged packages. The study results indicate that favorable impressions of the store and the product diminish with damaged packaging. The researchers concluded that brand loyalty does not appear to influencepurchasing decisions when a package is damaged. Other study results include: consumers begin to question the safety and taste of the food product when the package is only slightly damaged; 72 per cent move a very damaged package to the side to select a competing product; 27 per cent said they would purchase a damaged package they have inadvertently picked up, whereas the rest would return the item to the shelf and, if another undamaged package is not available, buy that of a competitor or just walk away from a purchase; and, 25 per cent of the most brand-loyal shoppers do not perceive a product in a very damaged package as fresh or appetizing, and would not feel good about eating the product. "Almost universally, when given an option, shoppers distrusted any damaged package," PRS stated in a press release. "For a retailer, this becomes a very slippery slope.Three quarters of customers are going to view a damaged package as reflective of the quality of the store. What this says to retailers is they need to give thought to advocating a better way ofpackaging frozen foods so they don't lose the trust of consumers." Perception Research Services MeadWestvaco