Effects of Package Changes and Product Redesign on Purchase:

Differences among Types of Package Redesign

Abstract

The purpose of this study is to examine the effects of package changes for product redesign on purchase by consumers. To measure the effects of different types of package changes and product redesign, we used single-source data of some tea-based beverages for which packages were changed in product redesign. The data include purchase data before and after the packages were changed. Using these data, package changes and product redesign were classified into three types, and the effect of each on consumer purchase of the redesigned product was measured. The three types are as follows: redesign of the label along with a new blend; redesign of the label and bottle shape along with a new blend; and redesign of the label and bottle shape with an increased volume. The results showed that a package change affected consumer purchase, and that the influence of package changes differed depending on which design elements were changed. Consumers purchased the redesigned products more when the label was redesigned along with a new blend, compared to when there was no redesign. However, they purchased the product less when the label and bottle shape were changed along with a new blend and increased volume, compared to when there was no change. In addition, the lifestyle of consumers affects redesigned product purchase, and the effects of label and shape redesign with a new blend and increased volume are different. Therefore, the effects of package changes differs among types of redesign.