When it comes to overall product satisfaction, packaging matters to almost as many consumers as the brand itself, according to a new study from MeadWestvaco. But brands are failing to satisfy consumers in this regard, with less than 1 in 5 being highly satisfied with product packaging in general. While the initial shelf appeal of packaging satisfies most, it’s not as important to them as other attributes such as use, storage, and disposal. And in those areas, consumers satisfaction drops significantly.
Creating a packaging satisfaction index, the MWV study shows that there is an increasing gap between the importance placed on a packaging attribute and the satisfaction consumers have with it after the store experience. For example, packaging on the shelf has a much higher index score (65) than storage (41) or usage (38), meaning that the latter have lower satisfaction rates relative to their importance. Read the rest at MarketingCharts.