IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2019v8i1p6-9.html
   My bibliography  Save this article

Designing for packaged products in a CPG world

Author

Listed:
  • Dombrowski, David

    (Director, Industrial Design & Innovation, Pfizer Consumer Healthcare)

Abstract

Are you a shopper or a buyer? Ever wonder why Tide packaging is orange or why the bread, eggs and milk are located at the back of the store? What are manufacturers and retailers doing to get you to buy one product over another? This paper breaks down and attempts to simplify the consumer behaviours of buying versus shopping for consumer packaged goods (CPG) through ‘moments of truth’ that are experienced by consumers and designed by retailers and manufacturers to get you to buy their packaged products. Learnings, experiences and empathy from working at some of the top CPG companies have been combined to bring you this comprehensive look at how consumers and manufacturers intersect through these moments of truth. The results of this work define the mindsets and behaviours of the consumer journey from stimulus to store, from purchase to home and from usage to repurchase. Let the buyer/shopper beware! Manufacturers and retailers want you to shop and buy, pulling out all the stops to design packaged products that appeal to the consumer and keep you coming back for more. This paper is meant to educate the consumer and designer in you, to help the reader bring the best products and packages to life for the good of the consumer.

Suggested Citation

  • Dombrowski, David, 2019. "Designing for packaged products in a CPG world," Journal of Brand Strategy, Henry Stewart Publications, vol. 8(1), pages 6-9, June.
    • Handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:6-9
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4157/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4157/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    moments of truth; First Moment of Truth (FMOT); Stop; Hold and Close; Consumer Packaged or Products Goods (CPG);
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2019:v:8:i:1:p:6-9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.