Abstract
Sensory packaging design congruent with product and brand characteristics may be used as an innovative tool to communicate product and brand values to consumers and to enhance taste experience. This study investigated whether consumers associate sensory properties of beer bottles with certain brand values and beer flavours. Participants evaluated five beer products on a list of brand values, flavour characteristics and package characteristics. The results demonstrated that consumers systematically associate tactile and auditory characteristics of a bottle with certain brand values and specific beer flavours. The study creates a conceptual tool for designing brand congruent multisensory beer bottles.
Keywords
multisensory packaging, sensory congruence, brand values, beer bottle
DOI
https://doi.org/10.21606/drs.2016.72
Citation
Fenko, F., Heiltjes, S., and van den Berg-Weitzel, L. (2016) Towards a sensory congruent beer bottle: Consumer associations between beer brands, flavours, and bottle designs, in Lloyd, P. and Bohemia, E. (eds.), Future Focused Thinking - DRS International Conference 2016, 27 - 30 June, Brighton, United Kingdom. https://doi.org/10.21606/drs.2016.72
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Towards a sensory congruent beer bottle: Consumer associations between beer brands, flavours, and bottle designs
Sensory packaging design congruent with product and brand characteristics may be used as an innovative tool to communicate product and brand values to consumers and to enhance taste experience. This study investigated whether consumers associate sensory properties of beer bottles with certain brand values and beer flavours. Participants evaluated five beer products on a list of brand values, flavour characteristics and package characteristics. The results demonstrated that consumers systematically associate tactile and auditory characteristics of a bottle with certain brand values and specific beer flavours. The study creates a conceptual tool for designing brand congruent multisensory beer bottles.