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消费者对产品包装设计的影响消费者对产品包装设计的影响是不可忽视的。
产品包装设计在吸引消费者注意力、传达产品信息、塑造品牌形象等方面起着重要作用。
本文将从消费者的角度探讨消费者对产品包装设计的影响，并分析其在购买决策中的作用。
一、吸引消费者注意力消费者在购买商品时经常会受到产品包装设计的吸引。
精美、独特的包装设计能够吸引消费者的眼球，引起他们的兴趣和好奇心。
例如，一款彩色鲜艳、形状别致的巧克力包装盒往往能够让消费者忍不住想一睹为快。
因此，在产品包装设计中，色彩的运用、形状的创意以及包装材质的选择都会对吸引消费者的注意力产生重要影响。
二、传达产品信息产品包装设计不仅仅是为了吸引消费者的眼球，更重要的是能够传达产品的信息。
消费者通过产品包装可以了解到产品的品牌、属性、特点等重要信息。
例如，一瓶采用简约设计的果汁包装上清晰地标明了果汁的品牌、口味、原料等信息，这些信息可以帮助消费者做出购买决策。
因此，在产品包装设计中，文字的运用、图案的选择以及信息的布局都需要考虑到消费者的需求，以便更好地传达产品信息。
三、塑造品牌形象产品包装设计是品牌形象的重要组成部分。
消费者通过产品包装设计可以判断产品的品质、档次以及品牌的价值观等。
一个时尚、高端的包装设计会让消费者觉得产品更加有品质，从而对品牌产生好感，增加购买的欲望。
因此，在产品包装设计中，品牌的元素、风格的表达以及与目标消费群体的契合度都是塑造品牌形象的重要考虑因素。
四、影响购买决策产品包装设计对购买决策产生直接的影响。
消费者在面对多个同类型产品时，包装设计往往是他们做出决策的一个重要依据。
一个吸引人、具有创意的包装设计会使消费者对产品产生好感，认为产品值得购买。
反之，一个普通平凡的包装设计可能会使消费者对产品产生疏远的感觉，减少购买的可能性。
因此，产品包装设计在影响消费者购买决策中扮演着重要的角色。
综上所述，消费者对产品包装设计具有重要的影响。
产品包装设计能够吸引消费者的注意力，传达产品的信息，塑造品牌形象，同时也直接影响消费者的购买决策。
食品安全与食品包装包装对食品安全的影响食品安全一直是人们关注的焦点问题之一，而食品包装在其中扮演着重要的角色。
食品包装不仅仅是为了美观和便捷，更重要的是保护食品，确保消费者能够食用到安全、卫生的食品。
本文将探讨食品安全与食品包装之间的关系以及包装对食品安全的影响。
一、食品安全的重要性食品安全对人们的健康至关重要。
不安全的食品可能导致食物中毒、肠胃疾病等健康问题，甚至危及生命。
因此，各国政府和相关机构都制定了严格的食品安全标准和监管措施，以确保食品供应链的安全和质量。
二、食品包装的功能食品包装不仅是为了保护食品，还具有其他重要功能。
以下是一些常见的食品包装功能：1.保护食品：包装可以防止食品被污染、变质，保持食品的新鲜度和口感。
2.延长保质期：包装可以延缓食品的腐败速度，延长其保质期，降低食品损耗率。
3.便携性和便利性：包装使食品易于储存、运输和食用，提高了食品的便携性和便利性。
4.信息传递：包装可以传达关于食品的重要信息，如成分、营养价值、保质期等，有助于消费者做出明智的选择。
三、包装对食品安全的影响1.物理保护：包装可以防止食品受到外界物理的损害，例如包装袋可以防止食品被挤压、碰撞等。
这对碎易碎的食品如薯片、饼干等尤为重要。
2.防潮防湿：包装可以防止食品受到潮湿环境的影响，保持食品的干燥度。
湿润环境容易滋生细菌和霉菌，从而影响食品的安全。
3.气体调节：某些食品如生鲜食品需要特定的气体环境来保持新鲜度。
包装可以通过气体调节来保持适宜的气氛，延缓食品的腐败。
4.防氧化：包装可以防止食品受氧气的影响，从而减缓食品的氧化速度。
氧化会导致食品变质，产生有害物质，影响食品的安全性。
5.防止污染：包装材料本身应该符合卫生标准，不会释放有害物质到食品中。
同时，包装也能够防止细菌、虫子等物质污染食品。
四、食品包装的创新随着科技的进步和人们对食品安全的要求越来越高，食品包装也在不断创新。
以下是一些创新的食品包装方式：1.智能包装：利用传感器和RFID技术，监测食品的温度、湿度等情况，实时报告食品的状况，提醒消费者食品是否安全。
食品包装过度是否影响环境如何改善在我们日常生活中，走进超市或商场，各类食品琳琅满目，它们的包装也是五花八门、争奇斗艳。
然而，在享受这些精美包装带来的视觉冲击和便利的同时，我们是否曾思考过，食品包装过度是否会对环境造成影响呢？答案是肯定的。
食品包装过度对环境的影响是多方面的。
首先，过度包装会消耗大量的资源。
为了制作那些精美的包装盒、包装袋，需要砍伐大量的树木，开采众多的矿产资源，这无疑给自然资源带来了巨大的压力。
而且，在生产过程中，还会消耗大量的能源，并产生大量的废水、废气和废渣，对环境造成严重的污染。
其次，过度的食品包装会产生大量的垃圾。
当我们购买食品后，往往会将包装丢弃。
这些包装大多是塑料制品、纸制品或者复合材料，如果不能得到有效的回收和处理，就会成为环境中的垃圾。
特别是那些难以降解的塑料包装，可能会在自然界中存在数十年甚至上百年，对土壤、水源和空气造成长期的危害。
再者，食品包装过度还会增加运输成本和碳排放。
过于庞大和沉重的包装会占用更多的运输空间，增加运输次数，从而导致能源的消耗增加，碳排放也随之上升。
这对于全球气候变化和环境保护来说，无疑是一个不利因素。
那么，我们应该如何改善食品包装过度的问题呢？从政府层面来说，应当制定相关的法律法规和政策，对食品包装的材质、规格、层数等进行严格的限制和规范。
同时，加强对食品生产企业的监管，对违规进行过度包装的企业予以严厉的处罚。
通过政策引导和法律约束，推动企业减少过度包装，采用环保、可回收的包装材料。
对于食品生产企业而言，要有社会责任感，树立绿色包装的理念。
在设计包装时，应以满足保护食品、方便运输和销售为前提，尽量简化包装结构，减少不必要的装饰和附加物。
优先选择可降解、可回收的材料，降低包装成本的同时，也为环境保护做出贡献。
消费者在其中也扮演着重要的角色。
我们应该树立正确的消费观念，不盲目追求包装精美的食品，而是更加注重食品的品质和安全。
在购买食品时，选择那些包装简单、环保的产品，用实际行动支持绿色包装。
包装设计对产品销售的影响产品的包装设计在产品销售过程中起着关键的作用。
一个吸引人、个性化、富有创意的包装设计能够为产品带来较高的销售量和更好的市场表现。
本文将探讨包装设计对产品销售的影响，并介绍包装设计对品牌形象和消费者购买决策的重要性。
包装设计作为产品的外观形象，直接影响着消费者对产品的第一印象。
首先，包装设计能够在商店的货架上吸引消费者的注意力。
一个独特、醒目的包装设计能够在竞争激烈的市场中脱颖而出，吸引消费者主动走向产品并关注它。
消费者在大量的产品中选择时，通常会选择那些在外观上与众不同、卓越的产品。
其次，包装设计能够传达产品的核心信息和卖点。
通过巧妙的设计元素、颜色和图案，包装设计可以帮助消费者更好地了解产品的特点、功效和对使用者的好处。
一个清晰而有吸引力的包装设计可以让消费者在短时间内对产品产生好感，进而激发他们的购买欲望。
包装设计还可以增强产品的品牌形象。
一个与品牌一致并能够识别的包装设计可以加强品牌的辨识度，提高品牌的价值。
当消费者看到一个熟悉的品牌包装设计时，他们往往会认为产品质量可靠，更容易做出购买决策。
因此，通过一致的品牌包装设计，企业能够建立品牌信誉，树立品牌形象，并赢得消费者忠诚度。
此外，包装设计还能够在消费者购买决策中起到重要的影响作用。
消费者通常会根据包装设计的外观和信息来判断产品的质量和价值。
一个高品质、精心设计的包装会产生消费者对产品的信任感，从而增加他们购买的可能性。
另外，透明、直观的包装设计能够让消费者更好地了解产品，并对其品质和适用性有更准确的判断，有利于促成购买。
包装设计还能够从营销和推广的角度为产品销售带来更好的效果。
通过精心设计的包装，企业可以在市场中树立产品的独特性和个性化，并与竞争者区分开来。
此外，在节假日或特别促销时，包装设计可以进行特别的设计，以吸引消费者的注意力并提高销售量。
总体而言，包装设计在产品销售过程中起到至关重要的作用。
一个吸引人、个性化、富有创意且与品牌一致的包装设计能够为产品带来更多的销售机会，并树立产品的品牌形象。
包装设计对产品销售影响分析一、引言包装设计是产品上市前的重要环节之一，它不仅仅是保护产品和方便运输，更是一个能够吸引消费者注意力、体现品牌形象和增加产品附加值的重要手段。
本文将在十个方面分析包装设计对产品销售的影响。
二、品牌形象好的包装设计能够有效地彰显品牌形象，使消费者在众多商品中更容易辨认出品牌，增加消费者对品牌的好感和信任感。
例如，可口可乐的红色和白色包装，成为其标志性的色彩搭配，让消费者一眼就能认出产品来源，这有助于提高销售量。
三、产品功能和特点的展示包装设计不仅要传达品牌形象，还要能够准确传达产品的功能和特点。
通过丰富的包装设计，消费者可以直观地了解产品的用途、功效和独特之处，提高购买的信心。
比如，护肤品包装常常使用明亮的色彩和形象来强调产品的保湿、美白等特点。
四、吸引消费者注意力在市场竞争激烈的环境下，包装设计需要有足够的吸引力，能够在瞬间吸引消费者的注意力。
色彩鲜艳、造型独特、图案精美的包装可以让消费者在众多选择中选择该产品。
如雀巢咖啡的包装采用了金色和黑色，给人一种高贵典雅的感觉，吸引了众多消费者。
五、提高产品的附加值好的包装设计能够增加产品的附加值，使消费者愿意为之支付更高的价格。
精致的包装设计通常被认为是高品质的象征，可以增加消费者对产品的价值认同。
例如，一些奢侈品牌的包装设计极其精致，就使产品充满了奢华感，消费者在购买时愿意为此支付更多的费用。
六、提升购买欲望通过包装设计，能够通过形象和文字刺激消费者的购买欲望。
吸引人的包装设计能够唤起人们的好奇心和探索欲望，让消费者有购买的冲动。
如儿童玩具的包装设计往往采用可爱的动物形象和醒目的颜色，吸引孩子们的注意力，促使他们向家长提出购买要求。
七、便利性和方便性除了视觉上的吸引力，包装设计还应考虑产品的便利性和方便性。
方便的包装设计可以提高消费者的使用体验，增强消费者对产品的好感。
例如，饮料的包装设计应该方便携带和使用，能够在不同场合满足消费者的需求，这有助于提高销量和消费者满意度。
产品包装对市场营销效果的影响产品包装是企业与消费者之间沟通的关键纽带，它不仅仅是简单的包装，更是一种有效的市场营销工具。
好的产品包装能够激发消费者的购买欲望，树立品牌形象，并对市场营销效果产生积极的影响。
本文将分析产品包装在市场营销中的重要性，包括传递信息、吸引消费者、增加产品价值等方面。
首先，产品包装是传递信息的重要载体。
消费者在购买产品时，往往是通过包装来判断产品的品质和特点。
因此，公司可以通过产品包装传达关于产品的信息，如产品的功能、成分、特点等。
通过精心设计的包装，企业可以准确、直接地向消费者传递关于产品的重要信息，从而提高产品的市场竞争力。
其次，好的产品包装可以吸引消费者的注意力。
在众多同类产品中，好的包装设计可以从视觉上吸引消费者的兴趣，让产品在激烈的市场竞争中脱颖而出。
精美的包装设计可以引起消费者的好奇心和购买欲望。
以旅行酒店为例，在众多酒店的竞争中，一款精美的酒店礼盒包装可以吸引消费者的注意，提高其在市场中的曝光率，从而提升销售额和品牌认知度。
此外，产品包装还有助于塑造品牌形象。
包装是塑造产品品牌的重要一环，它可以通过设计、颜色和材质等方面来体现品牌的特点和价值观。
通过与品牌形象的一致性，产品包装可以帮助消费者更容易地辨认和记住品牌，并建立起品牌-消费者的情感联系。
举个例子，可口可乐的红色与白色标志性包装成为该品牌独有的特点，让消费者一眼就能够辨认出来，同时也强化了可口可乐作为快乐和刺激的品牌形象。
最后，产品包装可以增加产品的价值。
消费者往往会根据产品的包装来评估其价值，好的包装可以让产品呈现出高端、精致的感觉，从而提高消费者对产品的价值认同度。
精心设计的包装可以让消费者觉得产品的价值超过其实际价格，从而促进购买欲望。
例如，一款高端化妆品采用精美的包装设计，即使价格较高，但消费者也会因为其包装的奢华感而愿意付出更多。
总之，产品包装在市场营销中扮演着重要的角色。
通过传递信息、吸引消费者、塑造品牌形象和增加产品价值等方面的影响，好的产品包装能够提高市场竞争力，增加销售额和品牌认知度。
包装中存在的问题随着现代社会的发展，包装已经成为商品生产和销售中不可或缺的一部分。
然而，在包装过程中，存在许多问题，这些问题不仅影响了商品的质量和安全性，还可能对环境和人类健康造成负面影响。
以下是对包装中存在的一些问题的探讨。
一、过度包装过度包装是当前包装领域中一个普遍存在的问题。
许多商品在包装上花费大量时间和金钱，以吸引消费者的眼球。
然而，过度包装不仅增加了商品的成本，还造成了资源的浪费。
一些商品甚至在包装上使用了许多不必要的材料，如塑料、金属等，这些材料不仅难以降解，还可能对环境造成污染。
二、包装材料不环保许多包装材料在生产和使用过程中都会对环境造成污染。
例如，一些塑料包装在使用后被随意丢弃，导致土壤和水体污染。
此外，一些包装材料中含有有毒物质，如重金属、苯等，这些物质在使用过程中可能会释放出来，对人体健康造成危害。
三、包装安全性不足在某些情况下，包装的安全性也可能存在问题。
例如，一些食品包装在密封性、阻隔性等方面存在缺陷，导致食品在运输和储存过程中受到污染或变质。
此外，一些包装上的标签或印刷信息也可能存在误导或虚假宣传的情况，给消费者带来困扰。
四、缺乏回收和再利用机制许多包装在使用后被随意丢弃，缺乏有效的回收和再利用机制。
这不仅造成了资源的浪费，还增加了环境的负担。
一些地区虽然建立了回收站，但由于回收成本高、回收率低等原因，这些回收站往往难以维持运营。
五、监管不力对于包装中存在的问题，监管部门往往缺乏有效的监管措施。
一些商家为了追求利润，可能会使用劣质材料或简化生产流程，导致包装质量下降。
此外，一些监管部门在执法过程中也存在疏漏或不足之处，导致一些违法违规行为得不到及时处理。
综上所述，包装中存在的问题多种多样，包括过度包装、材料不环保、安全性不足、缺乏回收机制以及监管不力等。
为了解决这些问题，我们需要采取一系列措施。
首先，我们应该倡导简约、环保的包装理念，减少不必要的包装材料和装饰。
其次，我们应该推广使用环保、可降解的包装材料，减少对环境的污染。
包装过程中出现问题导致报废包装在产品生产和流通过程中起着至关重要的作用，它不仅可以为产品提供保护，还能增加产品的附加值。
然而，有时候在包装过程中会出现问题，导致产品报废。
本文将就包装过程中常见的问题以及导致报废的原因进行探讨，并提出相应的解决方案。
一、材料选择不当在包装过程中，材料的选择是至关重要的。
如果选择的材料质量不好或不适合所包装的产品，很容易导致包装过程中出现问题，进而导致产品报废。
例如，选择了质量不稳定的纸箱，容易在包装过程中破损，导致产品受损或污染；选择了不耐压的塑料袋，当受到外力撞击时容易破裂。
解决方案：确保在选择包装材料时，要根据产品的特性、重量和规格等因素进行科学合理的选择。
对于需承受一定压力的产品，应选择结实耐用的材料；对于易受潮的产品，应选择防潮性能好的包装材料。
此外，可通过质量把关、从可靠的供应商采购材料等方式来减少材料选择不当导致的问题出现。
二、包装设计缺陷包装设计的合理与否直接影响到包装过程的顺利进行和产品是否能够完好地到达目的地。
如果包装设计存在缺陷，如包装尺寸不合适、结构不牢固等，很容易导致包装过程中出现问题，并最终导致产品报废。
解决方案：在包装设计时，应根据产品的特性和需要设计合理的包装方案。
确保包装尺寸适合产品的规格和形状，包装结构牢固，能够有效抵御运输过程中的冲击和挤压力。
在进行包装设计前，可以进行一些模拟测试，对包装方案进行验证，以确保其能够满足产品的包装需求。
三、包装操作不规范包装过程中操作不规范也是导致包装问题出现的常见原因之一。
操作不规范可能包括包装工艺不熟练、操作人员缺乏相关培训、操作流程不清晰等。
这些问题都可能导致包装过程中出现不必要的错误和失误，从而导致产品报废。
解决方案：提高操作人员的专业水平和技能素质，确保其熟练掌握操作技巧和流程。
对新员工进行培训和指导，让其了解包装流程并掌握正确的包装操作方法。
同时，监督和管理包装过程，确保包装操作符合规范，杜绝不规范操作导致的问题的发生。
一.包装在物流管理中的重要作用1.保护作用产品在从出厂到用户的整个流通过程中,必须进行运输,产品在运输中会遇到震动、挤压、碰撞、冲击以及风吹、日晒、雨淋等损坏;合理的包装就要保护产品不受自然环境和外力的影响,从而保护产品的使用价值,使产品实体不致损坏、散失、变质和变形。
2.方便物流过程作用外包装的体积、长宽高的尺寸、重量与运输工具的标重、容积相匹配,可以提高运输工具的装载能力,减小运输难度,提高运输效率。
3.促进商品销售外表激发消费者的购买欲望，以促进商品的销售。
4.提高口碑当物流企业通过改进和完善包装后，提高了运输的安全性，带来的是客户运输的信任，更会带来更多运输客户，不仅提高口碑，还会提高增加企业收益。
5. 低本高效虽然包装过程需要时间和成本，但是通过包装带来的客户签收率成功，减少了客户投诉和解决客户投诉的投入，综合来算，是最经济和高效的办法。
二.包装材料的选择如何影响物流成本1、合理尺寸要节省包装设计的费用，最为直接的办法就是从节省包装材料开始，所以在设计产品包装的时候可以合理的控制尺寸，避免原材料和印刷原料的浪费２．少用色现在的各种产品包装都会设计很多图案不管是图案印刷还是字体印刷，都是要消耗原料的，制版时颜色越多，基本上价格也就越高，所以可以尽量少用色3、共版如果每款产品包装都进行单独制版，这样也会让包装设计成本大幅度的提升，而采用共版的方式则可以避免在制版上的浪费，从而达到节约成本的目的。
(一)外箱瓦楞与蜂窝纸箱、塑料箱等是常见的外箱包装材料。
作为运输中产品最关键的“保护层”，与运输包装设计的好与坏直接相关。
(二)内衬发泡塑料、EPS、EPE、蜂窝及瓦楞衬垫等是常见的包装内衬材料，它们的缓冲效果均较好。
然而，这些缓冲材料并不适合一切产品，还需要结合产品特征、制作工艺、内衬材料特征、仓储费等来合理选用。
三.包装合理化方法商品包装的设计必须根据包装对象的具体内容进行考虑，根据商品的属性选择不同的包装材料和包装技术。
A study of the impact of package changes on orange juice demandJonq-Ying Lee a ,Zhifeng Gao a ,n ,Mark G.Brown ba Food and Resource Economics Department,P.O.Box 110240,University of Florida,Gainesville,FL 32611-0240,USA bFlorida Department of Citrus,P.O.Box 110249,University of Florida,Gainesville,FL 32611-0249,USAa r t i c l e i n f o Keywords:Package design Orange juiceEconomic impacta b s t r a c tIn January 2009,Tropicana introduced a new package design as part of its advertising and branding campaign,with the theme ‘‘Squeeze it’s a Natural’’.Sales of the Tropicana Pure Premium line plummeted 20%between the end of December and February from the same period a year ago.By the end of February,Tropicana had changed its mind and went back to the earlier packaging.The purpose of this study is to examine the impact of Tropicana’s package redesign on the sales of Tropicana orange and on the sales of all orange juice in grocery stores.Study results show that the package redesign cost Tropicana an estimated $27million.Published by Elsevier Ltd.1.IntroductionDeveloping strong brands is one of the most important parts of business strategy (Sloan,1995).In 2009,the number one global brand Google was valued at $100billion by BrandZ (Millward-Brown Optimor,2009).For food companies,packaging plays a very important role in brand establishment as it ‘‘expresses the brand’s values,helps build consumer loyalty and bring something new and notable to a category’’(Walczyk,2001).Therefore,package redesign might be more efficient in brand update and has more impacts on consumer demand than advertising and in store promotion (Theodore,2009;Richards,2009).Because of the importance of packaging,package redesign also associates with the risk of losing loyal consumers of the brand while at the same time not attracting more new consumers.One of the most important questions regarding packaging redesign is its impacts on market share and sale of the products.This information will help companies and retailer make more appropriate decision in brand promotion through package redesign.The $35million redesign of PepsiCo’s Tropicana orange juice package in early 2009was one of the most significant events in the beverage industry.PepsiCo contracted with an advertising agency (Peter Arnell)to ‘‘modernize’’several packages.Among them were Sierra Mist,Pepsi,Diet Pepsi,Gatorade (‘‘G’’),and Tropicana.In the new package design,the well-known straw-in-an-orange trademark was replaced by a glass of weak colored orange juice and the lids were all changed to orange-color.On the original package blue lid means calcium added,green means withpulp,and orange means original.In the new design,all lids are orange,the color designations and description for different OJ lines become less prominent.In only two months after the introduction of the new packaging,Tropicana abandoned the new package design and went back to the original packaging at the end of February,2009.Some studies argued that the failure of Tropicana’s package redesign may be the impact of ‘‘a small (1%)but vocal minority of consumers’’who expressed their negative attitudes towards the new packaging through social media (LJS,2009).The negative opinions expressed by consumers include ‘‘generic looking’’,‘‘cheap looking’’,‘‘not eye catching’’,etc.(LJS,2009).Consumers had problems finding Tropicana OJ in grocery stores,because they identify Tropicana OJ with the straw-in-an-orange trademark.In addition,it became impossible to easily tell the difference between the different OJ product lines offered by Tropicana.Everson also explained the main reasons that failed the redesign from eight aspects such as labeling,information structure,tone of voice,typography,imaginary,color,brand speak,and affordances (Everson,2009).However,despite the explanations of the failure of the package redesign and the cost of $35million redesigning,to the best of our knowledge,there are few studies on the economic impacts of Tropicana’s package redesigning.The purposes of this study are:(1)to examine the impact of Tropicana’s marketing strategy changes on the Tropicana orange juice (OJ)gallon sales in January and February 2009when Tropicana used the redesigned package for its Pure Premium OJ and in April and May of 2009when Tropicana had the buy-one-get-one-free (BOGO)promotions,and (2)to examine the impacts of Tropicana’s OJ package redesign and BOGO promotion on overall OJ gallon sales.Our paper presents a simple method to measure the economic impacts of new marketing strategy such as package redesign of orange juice.This method can be applied to other business strategies such asContents lists available at ScienceDirectjournal homepage:/locate/jretconserJournal of Retailing and Consumer Services0969-6989/$-see front matter Published by Elsevier Ltd.doi:10.1016/j.jretconser.2010.08.003nCorresponding author.Tel.:+13523921826x424;fax:+13528460988.E-mail addresses:jonqying@ufl.edu (J.-Y.Lee),zfgao@ufl.edu (Z.Gao),mgbrown@ufl.edu (M.G.Brown).Journal of Retailing and Consumer Services 17(2010)487–491product promotion and advertising as well as other products.The estimated loss of package redesign of Tropicana may provide critical information to businesses that consider new business development strategies.2.BackgroundAt the beginning of 2009,PepsiCo decided that Tropicana was in need of a major brand overhaul,and the company announced an historic integrated marketing campaign including a redesign of its orange juice (OJ)package.In January 2009,Tropicana introduced a new package design as part of this advertising and branding campaign,which had the theme ‘‘Squeeze it’s a Natural’’and was created by Arnell (Tischler,2009).The idea behind the new package of removing the orange and put a glass of the orange juice is to put the outside of orange aside and show inside of the oranges (the juice).Adding the orange like round cap (squeeze cap)is to create an emotion of getting pure juice by squeezing the orange (Levins,2009).PepsiCo hoped the new design will bring Tropicana to new stage of modern state and the brand overhaul would reinforce the brand and product attributes,and thus rejuvenate the category.However,after the introduction of Tropicana’s package redesign,some customers complained about the new package,saying they missed the orange-and-straw graphic of the original design and the new design was so different that they could not find Tropicana orange juice on the shelves anymore (Lyons,2009;Montgomery,2009).Base on the data from Neilsen Marketing Research (NMR),sales of the Tropicana Pure Premium line plummeted 20%between the end of December and February from the same period a year ago,costing the brand tens of millions of dollars (NMR,2009).By the end of February,Tropicana had changed its mind and went back to the earlier packaging (Elliott,2009;Packaging News,2009).To recapture its market share,Tropicana had a BOGO promotion for its Pure Premium line OJ with Publix 1during the period from April 2through April 11and seemed to regain some market share in the orange juice market.3.Study methodIn this study we assume that the demand for OJ is a function of prices,income,retail promotional activities,and Tropicana’s market-ing strategy changes.Formally this relationship can be written as q t ¼f ðp t ,inc t ,z t Þð1Þwhere q t is the OJ gallon sales in week t ,p t is a vector of prices in week t ,and z t is a vector of promotional variables.The prices include the own-price and prices of competing beverages:prices of grapefruit juice (GJ),OJ blend (OJ BL),GJ blend (GJ BL),GJ cocktails (GJ CKL),OJ drinks (OJ DRK),and OJ blend drinks (OJ BL DRK).Because the study period covers only 120weeks,we assumed that income did not change 2during the study period and thus deleted it from the model.The promotional variables include retail promotions and Tropicana’s marketing strategy changes (package redesign in January and February and B OGO promotion in April).The actual statistical model used isln q t ¼a 0þX j b j ln p jt þX k b Ãk ln ap kt þXl j l z ltþe t ð2Þwhere ap kt is the share of the k brand of OJ dollar sales under any retail promotion during week t ;z l t’s are dummy variables for week l ,z 1t ¼1,if t is the week ending 12/20/08;z 2t ¼1,if t is the week ending 12/27/08,and so on;a ,b ,b *,and j are parameters to be estimated;and e t is the disturbance term.If one divides the observations into two time periods,i.e.,time period 1for weeks before 12/20/08and time period 2for the remaining weeks,the above equation can be written as y 1y 2"#¼X b j "#þeð3Þwhere y 1and y 2are vectors of dependent variables ln q t ;X ¼X 10X 2I z "#;I z is the identity matrix of order z ,i.e.,the number of z l’s ;X 1and X 2are matrices for the explanatory variables;and e is a vector of the disturbance terms e t .Dufour (1980)demon-strated that j l is the deviation of the actual value of y t from the predicted value based on the common coefficient vector b .These deviations can be obtained by estimating (3)using the ordinary least squares method;and the standard errors,and t-statistics for j are produced automatically for each coefficient j l .Thus,the b ’s and b *’s are demand elasticity estimates and the j ’s provide measures for the disturbances (in gallon sales)for the weeks ending from 12/20/08through 05/09/09.The coefficients j ’s are catch-all terms,i.e.,the disturbances during this time period can be interpreted as the result of changes in the intercept,price slopes,income slope,or other exogenous changes including the marketing strategy changes by Tropicana,and as such Dufour considered them as indicators of structural changes.Given the short time period involved in this study and the major change in the OJ market place during the study period of Tropicana’s new marketing strategy,we assume the disturbances represent the impacts of Tropicana’s marketing strategy changes.That is,when j l is statistically different from zero at some confidence level,there are gallon sales changes net of price and retailer promo-tional impacts presumably due to Tropicana’s marketing strategy changes.4.DataThe above model was applied to Nielsen $2MM+grocery store OJ sales data for the period from the week ending 01/27/07through the week ending 05/09/09,a total of 120weeks.Table 1shows the percent changes in Tropicana OJ gallon sales and average prices from a year ago.As shown in Table 1,total OJ gallon sales of Tropicana OJ had declined from a year ago before its introduction of redesigned package;however,during January and February of 2009,Tropicana OJ gallon sales in $2MM+grocery stores had a solid two months decline from a year ago without abatement and the West region had the worst decline.In addition,the average prices in the US for Tropicana OJ were higher during January and February than a year ago.Prices started to decline from a year ago after February 2009.As the result of the BOGO in Publix in early April 2009,the average price in the southern region declined over 15%from the previous year and the average price of Tropicana OJ declined over 9%in $2MM+grocery stores across the nation during the promotion weeks.There were also price decreases in Tropicana’s OJ in other regions in the US For example,there were price decreases of over 10%from a year ago in the western region in March and April and similar price decreases in the northeastern and north central regions in May and April,respectively.The set of explanatory variables analyzed also included two seasonality variables with OJ demand peaking during the winter1Publix Super Markets,Inc.(commonly known as Publix)is an American supermarket chain based in Lakeland,Florida.2Although the US economy is in turbulence during study periods,during this time period,per capita income had been very flat (/briefrm/percapin.htm ).In addition,our past research indicates that OJ demand does not change much during a short time period.J.-Y.Lee et al./Journal of Retailing and Consumer Services 17(2010)487–491488months and declining during the summer months.The season-ality variables added to(2)ares1¼sinð2p wk t=52Þands2¼cosð2p wk t=52Þwhere p¼3.1416and wk t is the week of the season.There are52 weeks in a season;hence the variable wk t has values between 1and52.Two models were estimated,a model for brands(i.e., Tropicana,Minute Maid,Florida’s Natural,other brands,and private labels.In this study,these brands are masked using A,B,C, and D to denote brands other than Tropicana.)and the other for all OJ sold in$2MM+grocery stores;the results are presented in Tables2and3.5.ResultsAs shown in Table2,all own-price elasticity estimates are negative and consistent with theory.Results show that the demand for Brand A OJ had the highest price elasticity,followed by Brand C of OJ,Tropicana OJ,Brand B OJ,and Brand D OJ had the lowest price response.Cross-price elasticity estimates suggest that most brand OJs do not have close substitutes.Demand elasticity estimates for retail promotions show that these promotions increased the demand for the promoted product while decreasing the demands for OJ products not promoted.The coefficients of the sine and cosine variables show that there were seasonal patterns for thefive types of OJ products studied.The coefficients of the weekly dummy variables,as mentioned previously,measures the changes in demand after accounting for the retail promotion,price,and seasonal effects;what is left,is considered to be the impact of Tropicana’s marketing strategy changes on OJ gallon sales.As shown in Table2,under the heading of Tropicana,these coefficient estimates changed from either positive and/or statistically not different from zero to negative and statistically different from zero after the week ending01/17/09and stayed negative until the week ending 05/02/09.These results suggest that after Tropicana introduced its new Pure Premium package,the demand for Tropicana OJ decreased and the demand had not recovered during the study period.Additionally,the magnitudes of these coefficient estimates increased in absolute values for the weeks in January and February,and decreased in the weeks after February,indicating that the package design change had a negative impact on gallon sales of Tropicana OJ.The coefficient estimates for the weekly dummy variables for other brands and private label OJ show that the demand for non-Tropicana OJ increased,especially for Brand A OJ,in January and February.The revenue change due to Tropicana’s marketing strategy changes can be estimated asXtp t@q tt¼Xtjtp t q tð4Þwhere the time period is from week ending01/10/09through 05/09/09.The estimated loss to Tropicana due to its marketing strategy changes over this period is$27.4million.Thisfigure may understate the actual loss as it includes the impact of the BOGO program.During the same time period,revenues for Brands A,B, C,and D increased11.7%,5.3%,3.0%,and1.0%from the same time period a year ago,respectively.For the weeks when Tropicana had the BOGO promotion with Publix in the southern region,Tropicana OJ gallons sales recovered–the coefficient estimate for the week ending04/11/09 dummy is negative,small,and statistically not different from zero.The coefficient estimates of the dummy variable for the week ending04/11/09for other brands of OJ are positive and statistically different from zero,indicating that Tropicana’s BOGO actually helped the sales of non-Tropicana-brand OJ.The coefficient estimates for the dummy variables for Tropicana OJ for the weeks in May2009are statistically not different from zero, an indication that Tropicana OJ gallon sales had improved or recovered.Table1Tropicana OJ gallon sales and price statistics—%change from a year ago,grocery stores with over$2million annual sales.Week ending Gallon sales Average priceTotal US(%)NE(%)South(%)West(%)NC(%)Total US(%)NE(%)South(%)West(%)NC(%)12/06/08À11.6À11.9À7.7 2.7À24.9À0.3À1.4À1.1À4.6 5.6 12/13/08À13.7À13.5À8.8À17.0À19.00.1À2.20.0 3.9 2.5 12/20/08À23.3À5.5À24.0À40.0À37.7 3.8À0.9 3.410.88.6 12/27/08À15.6À17.4À14.9À22.2À8.4 1.2À0.4 3.3 2.70.2 01/03/09À21.3À10.4À24.3À25.4À33.6 1.7À0.8 1.1 2.57.5 01/10/09À19.6À12.8À19.0À36.3À21.1 3.5 4.1 1.08.7 3.4 01/17/09À24.0À15.3À34.9À35.0À13.1 2.1 1.5 5.4 4.9À1.7 01/24/09À11.0À13.7 1.5À30.1À8.90.1 3.0À4.1 4.0À0.7 01/31/09À15.5À12.2À15.6À12.3À23.3À2.4À1.4À4.8À6.2 1.9 02/07/09À14.0À3.0À20.4À16.9À19.9À2.7À3.2À1.1À7.4À0.7 02/14/09À22.1À32.2À4.5À27.5À23.1 2.211.8À5.6À1.4À0.4 02/21/09À21.8À14.7À34.1À22.8À13.3 1.2 2.0 3.3À0.9À1.9 02/28/09À19.5À13.9À24.8À27.0À17.50.3 2.7 1.20.0À4.4 03/07/09À10.4À8.8À4.5À26.8À10.1À3.5 1.2À6.9À4.3À5.5 03/14/09 1.2À6.2 3.113.0 3.0À5.7À0.4À8.3À11.1À6.6 03/21/09À15.4À4.1À26.3À4.6À26.5À3.4À5.20.0À8.7À0.5 03/28/09À8.2À8.8À13.6 1.9À4.1À2.8 2.5À3.1À11.8À5.7 04/04/09À9.9À11.6À14.2 2.0À6.4À3.30.4À2.9À12.7À5.8 04/11/0910.2 6.79.1À8.431.9À9.3À1.6À15.2À7.4À11.4 04/18/09 2.8À3.419.8 5.8À15.2À9.2À3.9À15.3À14.2À2.7 04/25/09À8.8À6.3À18.1À2.3À3.4À3.0À2.7À1.5À6.5À2.7 05/02/09À18.3À13.4À25.2À13.7À20.3 2.8 6.3 2.8À4.2 1.7 05/09/0913.128.728.6À11.1À10.5À9.9À13.4À13.7À3.7À2.7J.-Y.Lee et al./Journal of Retailing and Consumer Services17(2010)487–491489To examine the impact of Tropicana’s marketing strategy changes on the demand for OJ in general,we estimated two additional models using the specification shown in Eq.(2)and sales data for $2MM+grocery stores provided by Nielsen.Results are presented in Table 3.The first model includes the ‘‘Any Promo’’variable and the result shows that the own-price coefficient estimate is positive but statistically not different from zero.There are signs that multicollinearity could be the problem,for example,the simple correlation coefficient between own-price and ‘‘Any Promo’’is À0.7985.Therefore,we deleted the ‘‘Any Promo’’variable and re-estimated the model.This time,the own-price coefficient is negative;however,it is still statistically not different from zero.Generally speaking,the coefficient estimates are very similar in these two models.The coefficient estimates for dummy variables are mostly not statistically different from zero except for the week ending 04/11/09,i.e.,when Tropicana had its BOGO promotion.This result indicates that when Tropicana hadits redesigned package,total OJ gallon sales did not decrease.However,when Tropicana had its BOGO promotion,total OJ demand increased;in other words,the OJ category benefited from Tropicana’s BOGO promotion.6.Concluding remarksPackage design has the primary goal to attract customers’attention and entice them to purchase the product of interest.For this purpose,package designs not only need to inform the customers about the product,but also provoke feelings and communicate emotions.An effective packaging looks attractive,identifies the brand or product,impresses with its creativity,and is just nice to have on the shelf.The new design for Tropicana’s Pure Premium OJ,devoid of its signature design of an orange and a straw,seemingly made theTable 2Coefficient estimates —by OJ brand,total US $2MM+grocery stores.VariableTropicana Brand ABrand B Brand C Brand D EstimateSE Estimate SE Estimate SE Estimate SE Estimate SE Intercept 16.0504 1.260118.1378n 1.596915.3380 1.326016.3773 1.182816.5620 1.2783Log price FLNAT 0.33730.2481À2.0340n0.3144À0.03460.26110.32160.23290.48180.2517MM 0.22610.42270.16000.5356À0.69430.4447À0.21820.3967À0.10810.4287TROP À1.03580.32120.18440.40700.02340.33800.60070.30150.34760.3258Other 0.29390.2462À0.7501n0.31200.58300.2590À2.23160.2311À0.57540.2497PL/GEN 0.02860.22300.08000.28250.70540.23460.63070.2093À0.67450.2262GJ 0.6754n 0.34600.21660.4385À0.32310.36410.00450.3248À0.15060.3510OJ BL À0.7809n 0.2275À0.35310.2883À0.25950.2394À0.4717n 0.2136À0.25180.2308GJ BL À0.1404nn 0.1027À0.12860.13010.07250.1081À0.07210.0964À0.02240.1042GJ CKL À0.16870.15060.15650.19090.02920.15850.02420.1414À0.15120.1528OJ DRK À0.09390.1957À0.23570.2480À0.24470.2059À0.14440.1837À0.24940.1985OJ BL DRK 0.06250.18910.01290.23960.01080.19900.05270.17750.06960.1918Any Promo FLNAT À0.03670.06590.5208n 0.0834À0.1174n0.06930.02860.06180.02120.0668MM À0.04130.0551À0.1121n 0.06980.2373n 0.0580À0.06040.0517À0.05610.0559TROP 0.3436n 0.0623À0.2059n 0.0789À0.03000.06550.07290.0584À0.00280.0631Other À0.00880.0551À0.2112n 0.06990.0964n 0.05800.0734nn 0.0518À0.1345n0.0559PL/GEN À0.0575n0.0379À0.0885n 0.0480À0.00120.0399À0.0564nn0.03560.0997n 0.0385s 10.00350.0073À0.00830.00920.00630.00760.01980.0068À0.00610.0074s 20.07780.01130.06480.01430.08080.01190.08470.01060.07950.0115Dummy variable 12/20/08À0.02290.04110.06380.0521À0.01370.0432À0.04670.03860.0718n 0.041712/27/080.02520.04060.1313n 0.05140.1088n 0.04270.03150.03810.0868n 0.041201/03/090.01060.04060.1554n 0.05140.1108n 0.04270.03400.03810.1055n 0.041201/10/09À0.02380.04210.1896n 0.05340.1194n 0.04440.03650.03960.1083n 0.042801/17/09À0.1105n 0.04300.1544n 0.05450.03720.0453À0.03700.04040.02120.043701/24/09À0.1131n 0.04180.1180n 0.05300.02790.0440À0.0740n 0.03930.00490.042401/31/09À0.1406n 0.04270.1525n 0.0541À0.02720.0450À0.0554nn0.0401À0.00680.043302/07/09À0.1189n 0.04840.1089n 0.06140.00040.05090.04260.04540.0916n 0.049102/14/09À0.1348n 0.04980.06020.06310.0791nn 0.0524À0.01220.04670.00730.050502/21/09À0.1310n 0.04380.08270.05560.03060.0461À0.04040.04120.03760.044502/28/09À0.1545n 0.04220.2037n 0.05350.01050.0444À0.02450.0396À0.00780.042803/07/09À0.0895n 0.04310.0905n 0.05460.1018n 0.04530.04690.04040.0604nn 0.043703/14/09À0.0840n 0.04300.0903n 0.05450.03970.04520.01550.04030.0572nn 0.043603/21/09À0.0667nn 0.04980.1324n 0.06310.03050.05240.05910.04680.05100.050503/28/09À0.0793n 0.04530.01800.05750.02340.04770.04700.04260.01370.046004/04/09À0.1043n 0.05020.05900.06360.04490.05280.1543n 0.04710.1237n 0.050904/11/09À0.00200.05340.1924n 0.06760.0956n 0.05610.1314n 0.05010.1187n 0.054104/18/09À0.0996n 0.0523À0.02060.06620.03520.05500.05020.04910.01770.053004/25/09À0.0803n 0.05960.1065n 0.07550.0964nn 0.06270.06550.05590.05190.060405/02/09À0.07260.06020.04970.07630.1033nn 0.06340.05440.05650.0956nn 0.061105/09/090.00240.05660.08010.07170.0927nn0.05960.0919n0.05310.1308n0.0574R 20.92830.91630.83970.94410.8921nStatistically different from zero at a ¼0.05level.nnStatistically different from zero at a ¼0.10level.J.-Y.Lee et al./Journal of Retailing and Consumer Services 17(2010)487–491490product appear to be like a bland,private-label OJ.Consumers could notfind the familiar orange and a straw on the newly designed package and could not identify the new design with Tropicana’s Pure Premium OJ.As a result,gallon sales of Tropicana OJ declined,being lost to competitors.This study found that package design change caused Tropicana an estimated$27.3million loss in sales.Out study shows that the potential risk of package redesign is not only the cost of the redesigning but also potential lost of royal consumer,declining sale of product,and thus great loss in revenue.The negative impact of package redesigning is longterm and takes time to be rectified.Therefore,any decision on package redesign and product development should be made after thorough market research to understand consumer preferences for and market responses to newly developed package and product.ReferencesDefour,J-M.,1980.Dummy variables and predictive tests for structural changes.Economics Letters6,241–247.Everson,M.,2009.Eight major failures of the Tropicana redesign./http://astuteo.com/blog/article/eight_major_failures_of_the_tropicana_redesign/S(accessed March10,2010).Elliott,S.,2009.Tropicana discovers some buyers are passionate about packaging.The New York Times,February22,2009.LJS(Leo J.Shapiro&Associations L.L.C.),2009.Social media buzz sinks tropicana ‘Squeeze’.Leo J.Shapiro&Associates L.L.C.//fileadmin/ ljs-files/studies/Social_Media_Tropicana.pdf?dp S(accessed March10,2010). 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Sloan,P.,1995.Brands are back.Advertising Age,May08,1995.Theodore,S.,2009.Same product,new look:the best brand update can be a package redesign.Beverage Industry April,2009.Tischler,L.,2009.Never mind!pepsi pulls much-loathed Tropicana packaging.Fast Company February,2009.//blog/linda-tischler/ design-times/never-mind-pepsi-pulls-much-loathed-tropicana-packaging S (accessed July15,2009).Walczyk,D.,2001.Packaging should be critical element in branding.Marketing News35(23)//html/pdf/ar_mNews.pdf S(accessed September15,2009).Table3Coefficient estimates—total OJ sold in US$2MM+grocery stores.Variable With‘‘Any Promo’’W/o‘‘Any Promo’’Estimate SE Estimate SEIntercept17.6270n0.817818.0587n0.8151Log priceOJ0.16390.3361À0.26820.2855GJ0.03390.26700.02400.2734OJ BLÀ0.5147n0.1650À0.5944n0.1652GJ BLÀ0.1036nn0.0777À0.06960.0781GJ CKLÀ0.12420.1160À0.11560.1187OJ DRKÀ0.2955n0.1432À0.17100.1358OJ BL DRKÀ0.09940.14040.01780.1340Any Promo OJ0.2038n0.0885s10.00320.00570.00110.0057s20.0885n0.00820.0828n0.0081Dummy variable12/20/080.00340.03160.00310.032412/27/080.0849n0.03130.0737n0.031601/03/090.0636n0.03230.0514nn0.032701/10/090.0533n0.03120.0517nn0.032001/17/09À0.04170.0333À0.01910.032601/24/09À0.03840.0334À0.01600.032801/31/09À0.0449nn0.0329À0.03290.033302/07/09À0.02680.0365À0.00510.036102/14/09À0.03820.0384À0.01450.037902/21/09À0.04220.0346À0.02320.034402/28/09À0.0513nn0.0335À0.03560.033603/07/090.02690.03480.03850.035203/14/09À0.00440.03360.00710.034003/21/090.02250.03560.01930.036503/28/09À0.00650.0357À0.01120.036504/04/090.04060.03940.02730.039904/11/090.0984n0.04000.0870n0.040604/18/09À0.00420.0390À0.01140.039804/25/090.02080.04370.01040.044505/02/090.02510.04240.01110.043005/09/090.1036n0.04190.0844n0.0421R20.8220.8433n Statistically different from zero at a¼0.05level.nn Statistically different from zero at a¼0.10level.J.-Y.Lee et al./Journal of Retailing and Consumer Services17(2010)487–491491。
