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1. 1. Haptics as the Sleeping Beauty of Marketing: The Role of Haptic Packaging Characteristics on FMCG Products for Customers

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Leotrina Koqani; Carolin Strunz; [2017]
   Keywords : Sensory marketing; product packaging; FMCG; haptic sensory; haptic perception; consumer behaviour; Business and Economics;

   Abstract : Purpose: The purpose of this research was to understand how customers construct the relationship, prior identified in the literature, between packaging, haptic sensory and perception with regard to FMCG products. Furthermore, we aimed to explore the role of haptic packaging characteristics on FMCG products for customers. READ MORE