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.|
|Contact details of provider:|| Web page: http://www.issbs.si|
When requesting a correction, please mention this item's handle: RePEc:isv:mklp12:731-739. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Goran Dakovic)
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.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.