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Kano's Theory of Attractive Quality and Packaging

Summary: [This abstract is based on the authors' abstract.]The role of consumer products packaging has moved beyond that of merely protecting the contents to a more vital role as a marketing vehicle. This raises the issue of how packaging should be designed to relay an association with high quality to the consumer. An empirical investigation based on Kano's theory of attractive quality was conducted to determine how 24 quality attributes of packages are perceived by customers. Results from questionnaires mailed to 1500 Swedish citizens revealed that quality attributes of packaging, such as recyclability and resealability, influence the decision to buy and use the product.

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