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Paying More for Brands and Packaging in the 2009 Recession

Published by: Consumer Network Inc.

Published: Sep. 1, 2009 - 41 Pages


Table of Contents


Introduction

Executive summary

Methodology

At a glance: Most wanted packaging attributes

Tables and comments:

Section I. Buying national brands for packaging attributes

Table 1. Buying national brands for packaging attributes - in order of 2009 results

Table 2. Changes of 5 percentage points or more from 2008-2009

Table 3. Male/female differences in buying national brands for packaging attributes

Table 4. Females buying national brands for packaging attributes - 2008-

Table 5. Males buying national brands for packaging attributes - 2008-

Table 6. Buying national brands for packaging attributes by income,

Table 7. Buying national brands for packaging attributes by level of education,

Table 8. Buying national brands for packaging attributes by age,

Table 9. Buying national brands for packaging attributes by ages of children in

household,

Table 10. Older women buying national brands for packaging attributes, 2008-

Table 11. Buying national brands for packaging attributes by levels of education, 2009

Table 12. Buying national brands for packaging attributes by region,

Table 13. Buying national brands for packaging attributes by household size,

Section II. Willingness to pay more for packaging attributes

Table 14. Willingness to pay more for packaging attributes, 2008-

Table 15. Differences of five percentage points or more in willingness to pay more for packaging attributes in 2008-

Table 16. Willingness to pay more for packaging attributes by age,

Table 17. Willingness to pay more for packaging attributes with and without children,

Table 18. Willingness to pay more for packaging attributes in households with children, 2008-

Table 19. Willingness to pay more for packaging attributes in households without

children, 2008-

Table 20. Willingness to pay more for packaging attributes in households with children, based on the age of children,

Table 21. Household size and willingness to pay more for packaging attributes,

Table 22. Willingness to pay more for packaging attributes based on employment

status,

Table 23. Males’ willingness to pay more for packaging attributes, 2008-

Table 24. Older women’s willingness to pay more for packaging attributes, 2008-

Section III. Willingness to buy national brands for packaging attributes versus willingness to pay more for them

Table 25. Willingness to buy national brand for packaging attribute versus willingness to pay more for them,

Table 26. Differences of 5 percentage points and more in willingness to buy national brand for packaging attributes versus willingness to pay more for them,

Table 27. Females’ willingness to buy national brands for packaging attributes versus willingness to pay more for them,

Table 28. Males’ willingness to buy national brands for packaging attributes versus willingness to pay more for them,

Table 29. Willingness of higher income respondents to buy national brands for

packaging attributes versus willingness to pay more for them,

Table 30. Willingness of college graduates to buy national brands for packaging

attributes versus willingness to pay more for them,

Table 31. Willingness to buy national brands for packaging attributes versus

willingness to pay more in households with children,

About the author, Mona Doyle, and The Consumer Network

Abstract

In June 2009, The Consumer Network repeated a June 2008 survey of packaging attributes and benefits that consumers said would lead them to pay more or purchase a national brand instead of a less expensive store brand. Both surveys asked 1000+ respondents to select from a list of 30 attributes, benefits and features. Both used a split sample - one half asked about paying a little more, the other half asked about buying a national brand even if it cost a little more.

The overriding question in 2009 was whether desirable packaging attributes continue to contribute to brand appeal and justify a higher price at a time when more American consumers than ever are trading down to store brands and generally cutting corners wherever they can.

The report shows that for most shoppers, packaging that meets real needs is worth buying national brands or paying for in spite of determined effort to save money. It also shows that packaging attributes add even more value to buy-the-brand decisions than to pay-more decisions. At a time when store brands are gaining on national brands, the findings in this report offer opportunities to brands looking for ways to hold on to, or regain, market share with packaging that is more eco-friendly or faster/easier to use than store brand counterparts. Consumers see many of the packaging attributes included in this survey as consumer responsive. Deciding to buy a brand that is consumer responsive, even if it costs a little more, is rewarding to the consumer and fits their perception of how things ought to be, e.g., that companies should give them what they want and make money by making them happy, so that, in effect, they are getting the attribute free. Environmental reasons for buying a brand - the three eco- R’s, Reusable, Refillable, and Recyclable are joined by Less Packaging - make shoppers feel good about buying a brand that is doing the right thing.

Among the other findings of this study:
  • More women than men are willing to pay more for packaging attributes.
  • Mothers of young children are willing to pay more for more attributes than other women.
  • Higher income consumers place the most value on less packaging.
  • The failure of brands to give consumers some of the packaging attributes they want may be contributing to national brands’ loss of market share to store brands.


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