The Role of Packaging in Quality Perception : A Study of Sports Drinks

Abstract: Background During the last few decades, the market for beverages has shifted, which among other things has resulted in declining sales for carbonated soft drinks. Consumers are becoming increasingly aware of health issues and this is reflected in a trend towards more fitness activities and increasing sales of sports drinks, a change that also applies to the Swedish market. For this reason, packaging design is seen as an important tool when firms aim to differentiate themselves from competitors and affect consumers purchase decisions. Problem and Purpose In light of this background, more brands are likely to enter the Swedish market. Therefore, these brands must increase the probability of persuading consumers at point of purchase. For this reason, this study aims to investigate consumer perceived quality and value regarding packaging design of sports drinks and what role those perceptions have on consumer purchase intentions.   Method To fulfil the purpose, we adapted an exploratory and qualitative approach and conducted focus groups combined with semi- structured interviews. A prerequisite for the research participants was that they performed some kind of physical activity, but not necessarily that they consumed sports drinks on a regular basis. The age of the research participants ranged from 19 to 28.  Conclusion Several aspects of what have been concluded are well aligned with what was proposed in the theoretical framework. Most significant is that perceived quality was considered important by the research participants and that the packaging design is a crucial tool in conveying quality. But this was not sufficient to explain purchase decisions. Instead, perceived value, or consumption values appeared to dictate the terms of a purchase decision. More specifically, the reason or motivation consumers have for consuming products influences which packaging design and packaging elements that are the most appropriate.  However, the results of this study also indicates that consumer perception of packaging design is not the only factor that is significant in consumers purchase decisions. One major such factor that was indicated by the research participants is price.