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A study of the impact of package changes on orange juice demand

Author

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  • Lee, Jonq-Ying
  • Gao, Zhifeng
  • Brown, Mark G.

Abstract

In January 2009, Tropicana introduced a new package design as part of its advertising and branding campaign, with the theme “Squeeze it’s a Natural†. Sales of the Tropicana Pure Premium line plummeted 20% between the end of December and February from the same period a year ago. By the end of February, Tropicana had changed its mind and went back to the earlier packaging. The purpose of this study is to examine the impact of Tropicana’s package redesign on the sales of Tropicana orange and on the sales of all orange juice in grocery stores. Study results show that the package redesign cost Tropicana an estimated $27 million.

Suggested Citation

  • Lee, Jonq-Ying & Gao, Zhifeng & Brown, Mark G., 2010. "A study of the impact of package changes on orange juice demand," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 487-491.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:6:p:487-491
    DOI: 10.1016/j.jretconser.2010.08.003
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    Cited by:

    1. Favier, Manon & Celhay, Franck & Pantin-Sohier, Gaëlle, 2019. "Is less more or a bore? Package design simplicity and brand perception: an application to Champagne," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 11-20.
    2. Sophie Lacoste-Badie & Junwei Yu & Olivier Droulers, 2020. "Small change, big change – Increasing attention with product package variations," Post-Print hal-04445762, HAL.
    3. Clement, Jesper & Kristensen, Tore & Grønhaug, Kjell, 2013. "Understanding consumers' in-store visual perception: The influence of package design features on visual attention," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 234-239.

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