Identifying and classifying attributes of packaging for customer satisfaction-A Kano Model Approach

S. K. Dash


The packaging industry in India is predicted to grow at 18% annually. In recent years Packaging becomes a potential marketing tool. The marketer should design the packaging of high quality from customer perspective.  As the research in the area of packaging is very few, study of quality attributes of Packaging is the need of the hour and inevitable. An empirical research was conducted by applying Kano Model. The researcher is interested to find out the perception of the customers on 22 quality attributes of packaging. 500 respondents which were selected randomly were asked about their experience of packing on everyday commodities through a well-structured questionnaire.  The classification of attribute as must-be quality, one-dimensional quality, attractive quality, indifferent quality and reverse quality was done by three methods. Marketer should make a note of it and prioritise the attributes for customer satisfaction.


Attributes; Classification; Kano Model; Packaging; Satisfaction

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