Consumer reaction to new package design

Purpose - This study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality change as the consumer's experience with the package moves from indirect to direct. Design/methodology/approach - Respondents evaluated a new package design at indirect, moderately direct, and direct levels of experience. Factor analysis was also conducted to determine what dimensions consumers use for evaluation. Findings - This study revealed three major findings. First, consumers evaluate a new package on the two dimensions of "ease of use" and "ease of handling". Second, the type of experience with the package has a significant effect on the consumers' attitude toward the package and the quality assessment of the product inside. Third, consumers' expectations of product quality and package ease of use have a positive association with purchase intention for all types of product-related experience. Originality/value - This paper provides insight into how consumers respond to products when the packaging has changed to a new design.