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Packaging test is a very complicated and important stage in the process of the packaging design. Packaging test takes place when you want to find out how the packaging influences the customer and to what extent it determines customer behavior.
Packaging test is performed through the focus group discussions. During the discussion the product's potential and current customers express their attitudes towards:
- - The product's relevance with its trade category;
- - The relevance of the product's idea and its positioning parameters. How well will the packaging delivers to the customer the identification code of the product and other basic characteristics;
- - Willingness to try/taste: to what extent product packaging triggers the desire to purchase/try it, how stimulating it is to purchasing behavior.
For packaging test following tools are used during focus groups discussions: SWOT analysis, free associations method and projective techniques.
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