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• W1530028882 abstract "The retail landscape for consumer electronics (CE) products has changed dramatically in the last two decades. Small independent retailers have made way for large retailers, selling CE goods in a supermarket way. Products are in their packaging on the shelf, to be grabbed by consumers in a self-service environment with a minimum of sales assistants available to provide advice. In such an environment the packaging has to make the product competitive. Taking the analogy with supermarkets further, the packaging may even try to trigger impulse purchases. To achieve this goal packaging for CE goods is increasingly becoming bigger, more colorful, and shinier. This is both costly and environmentally unfriendly. Therefore it is relevant to study impulse buying of CE goods in order to allow for design optimization, so that packages do not become bigger and shinier than necessary. To study the extent to which impulse buying really plays a role for CE products a survey was held (N=295) first asking people about planned purchases and a month later asking about actual purchases and the reasons for these purchases. The results from this survey show that impulse buying has become a significant factor in selling CE goods. Furthermore it gives some clue for which products impulse buying is most relevant. Hence, packaging can play a role in convincing people of a need to have a product. Besides this, there is of course the communication of product features in the battle against competing products, where people recognize a need, but have not chosen a specific product. To manage the design of sales packaging one needs to be able to measure it. Otherwise it is impossible to balance it with the logistical and environmental performance. The sales performance of packaging consists of several aspects; 'attracting attention', communicating and appealing. For each of these aspects tests exist, but these may not all be usable in a business setting where limited budgets, and especially limited time, is available. This paper will present a first version of an internet-based sales performance measurement tool, aiming at providing product managers with sales performance data." @default.
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• W1530028882 date "2007-01-01" @default.
• W1530028882 modified "2023-09-26" @default.
• W1530028882 title "Sales performance of packaging for consumer electronics products" @default.
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