PACKAGING RESEARCH FOR A COOKING OIL BRAND
Client
The client is a prominent brand of cooking oil in South India. They had recently introduced an innovative design for their product packaging and wanted to test it among their consumers.
Overview
The objective of the study was to understand consumer perceptions regarding the new packaging design.
Approach
The research methodology included two parts:
- Design Evaluation: For Design Evaluation, sequential monadic testing was conducted among respondents in Chennai. Only regular users of the cooking oil were recruited for the study. The respondents viewed and rated the designs one after the other.
- Usage & Convenience study: For Usage & Convenience study, frequent consumers of the cooking oil brand were recruited as respondents for In-Home Usage Testing. The respondents were given a period of 3 weeks to use the product prior to providing feedback.
Outcome
The study yielded comprehensive insights into consumer perceptions on the new design:
- Feedback on the Design: The study provided feedback on the newly introduced design, including likes, dislikes, usability, and potential improvements suggested by consumers. Key attributes such as convenience, aesthetics, trustworthiness, and value for money were evaluated.
- Brand Fit: Consumer perceptions of the brand-fit with respect to the new packaging design were examined.
- Purchase Intent: Apart from exploring the factors influencing consumers’ purchasing decisions, the study provided insights into the level of purchase intent triggered by the packaging design.
