Christoph Breetz
Broschiertes Buch

Product packaging as tool to demand a price premium: Does packaging enhance consumers' value perception to justify a price premium

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This study addresses the question of the impact of packaging to demand a price premium leveraging the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consumers and producers, and is commonly already leveraged by producers of branded products, but lately also by retailer brands, especially to enable growth outside the value tier.This research uses a survey a...