Christoph Breetz
Broschiertes Buch

The impact of product packaging on consumers' value perception

Does packaging enable retailers to take premium pricing with their retailer brand premium tier in the food segment in Germany?

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Master's Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, Durham University (Durham University Business School), course: MBA, language: English, abstract: This dissertation 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...