The Power of a Package: Product Claims Drive Purchase Decisions
Nora Lado Cousté
University Carlos III Madrid
Mercedes Martos-Partal
Universidad de Salamanca
Ester Martínez-Ros
University Carlos III Madrid
Management slant
- This longitudinal analysis over 1996–2006 in the context of new products introduced in the consumer packaged goods industry reveals several key trends that represent responses to major societal concerns:
- Positive nutritional attribute claims increased, especially those related to the presence of vitamins or high fiber.
- Positive evolution of production: Many new products now cite natural or organic claims.
- The launch of new products that use low or no fat or...