Packaging design management in the Thai food processing industry | |
| Author | Pinya Silayoi |
| Call Number | AIT Diss. no.SM-04-08 |
| Subject(s) | Food industry and trade--Thailand Packaging--Design--Thailand |
| Note | A dissertation submitted in partial fulfillment of the requirements for the degree of Doctoral of Management.School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Dissertation ; no. SM-04-08 |
| Abstract | Package design plays an important role in strategy formulation and because of its uniqueness in linking the technical and the marketing factors. Thus, the objective of this study is to examine how packaging design in the food industry is managed to effectively communicate to the marketplace, and how consumers in the market react to such development. To achieve communication goals effectively, manufacturers must have knowledge of and understand consumer response to their packages. Preliminary research in this project utilized both qualitative focus group methods and quantitative questionnaire survey to understand consumer response to packaging and how packaging can affect buying decisions. Results of a follow-up conjoint study among consumers for packaged food products indicated that communicating about packaging technology plays the most important role in consumer likelihood to buy. The results also showed strong segmentation in response to packaging. Utilizing the important packaging design elements as market segmentation variables can provide very useful information to marketers what to maximize the package's role in selling the food product. It is clear from this set of initial consumer research projects that package has a big influence on consumer's purchase decision. Thus, consumer perceptions of the package are important to the design process. To integrate customer response to packaging into the development process, packaging firms need an efficient design process. This study examined information flow in the packaging design process, and looked especially at how consumer information is integrated into the process as a key objective. Case studies of six food companies and four packaging companies in Thailand were conducted, using in-depth qualitative interviewing among multiple executives involved in the design process in each company. The aim was to clearly identify where the incorporation of consumer perceptions comes into the new packaging design process, or where it should come to help the design process develop more effective packaging. From the results, a conceptual model has been developed of an effective new packaging design process which incorporates consumer information. The results provide insight into the complex issue of effective coordination among functions of a firm, and of information flow within the design process. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology.|tDissertation ;|vno. SM-04-08 |
| Type | Dissertation |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark W. |
| Examination Committee(s) | Johri, Lalit M.;Igel, Barbara;Pannapa Herabat;Prendergast, Gerard |
| Scholarship Donor(s) | Royal Thai Government |
| Degree | Thesis (Ph.D.) - Asian Institute of Technology, 2004 |