Kano's Theory of Attractive Quality and Packaging
- Topics:
- Total Quality Management
- Tags:
- American Society For Quality,
- Kano,
- Management,
- Marketing,
- Marketing Research,
- Quality,
- Strategy,
- Theory
- Source:
- American Society for Quality
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Overview: Current consumer and packaging industry trends suggest an increasingly important role for packaging as a marketing vehicle. One question of immediate interest is how packaging should be designed to be associated with high quality from a customer perspective. This paper reports an empirical investigation of how customers experience packaging in everyday commodities was conducted in order to increase the authors' knowledge of the role of packaging in the perception of quality. The study is based on Kano's theory of attractive quality and investigates how 24 quality attributes of packages are perceived by customers.
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Format: PDF | Size: 248KB | Date: Jun 2005 | Pages: 14
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