Commodity packaging targeted at general consumers is primarily considered a parameter for determining purchasing preferences. Conventionally, studies have focused on the design guidelines of packages that are aimed at improving the purchasing desire of consumers. However, hamburger packages have never been evaluated as a parameter for determining purchasing preferences, perhaps because they accompany a product after its purchase. In addition, packages need to be specifically designed for improving product evaluation rather than package evaluation, since the latter is the product's accessory. The rationale behind designing a hamburger package is unclear, and they seem to be designed by trial and error. Therefore, it is necessary to understand how properties such as shape and size should be considered to improve product evaluation.
In this study, we describe the properties necessary to meet consumers' requirements for improving product evaluation. Thus, we analyzed the relationship between consumer needs and the properties of hamburger packages by using the laddering method. The results of our analysis revealed that the value structure of the hamburger packages is affected by the type of burger. We also reveal the properties that need to be considered when designing these packages.