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

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. Methodology: The philosophies of epistemology and ontology were considered by the researchers of this study. Thus, they took inspiration from an interpretivist and social constructionist stance, since the scope of the study was to understand how customers perceive haptic packaging characteristics and how they make sense of the relationship between the three concepts, based on their personal experience. Moreover, the research in this study followed an inductive approach. A qualitative method for data collection, was applied, as we aimed to gain new insights and develop further knowledge gathered from our empirical material. Theoretical Perspective: Three main literature streams were considered valuable for the research purpose and hence, reviewed. The investigation of previous theory about packaging, haptic sensory and perception was conducted thoroughly, to discover the existing relationship in the literature, bridge them and develop the preliminary theoretical framework of the study. Empirical Data: In accordance with the research strategy of this study, three focus group discussions were conducted, as this method was considered well suited to develop an in-depth understanding of the research topic. Five main dimensions emerged from the empirical data after a thorough analysis. Conclusion: An adjusted theoretical framework was developed by the researchers which enabled them to demonstrate how the relationship between the concepts is constructed by customers and how they are connected to each other in consonance with the empirical findings. Further, we identified four distinctive roles haptic characteristics on FMCG packaging have for consumers (i.e., focus group participants). The existing literature was confirmed by the empirical findings in this study simultaneously as new knowledge was presented.