ABSTRACT
In the sixth chapter, we have presented a study that demonstrates how consumer responses towards the packaging of products may differ between hedonic versus utilitarian products, and how brand familiarity further compounds the responses. This chapter extends the study in the fifth chapter in the following ways. First, it replicates the same study, by switching the context to China as the survey location. Next, it considers another key variable that is well established to influence consumer shopping behaviour—the product price. The study reported in this chapter is based on a discrete choice experiment to better mimic a shopping trip.
