Product Package Second Life: Exploratory Research of Secondary Use
This paper describes the results of qualitative research regarding the phenomenon of "product package second life" (a situation when consumer uses package after original product has been used, including buying product specially to have attractive package). Such package usage is compatible with EU Waste Framework Directive. What is more, from marketing point of view, it should be promoted because of creating additional possibilities to interact with brand, longer than direct product usage or consumption. Typical package second-life examples as well as more sophisticated cases are described and analyzed in the paper, including classification of types and situations found in field research, and identifying motives and consequences of their usage. Specific situation of buying a product only to possess its original package is also researched. The photostory technique and self-reports were the main sources of qualitative data used. Additional insights were made on the base of standardized associations test made on selected product package forms and materials, and with consumer decision-making style profile questionnaire describing distinct traits of their consumer personality.
|This chapter was published in: Monika Nalewajek & Radoslaw Macik , , pages 731-739, 2012.|
|This item is provided by International School for Social and Business Studies, Celje, Slovenia in its series Knowledge and Learning: Global Empowerment; Proceedings of the Management, Knowledge and Learning International Conference 2012 with number 731-739.|
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