What’s in it for me? Food packaging and consumer responses in a focus group study
Purpose – This study has three broad objectives: (1) to explore consumer views on different dimensions of consumer packaging when it comes to a common staple food; (2) to discuss the role of different packaging features in consumer choice; (3) to compare consumer views on purchasing a common staple food either as an undifferentiated anonymous commodity or as a differentiated product.Design/methodo