This study examines the impact of packaging materials, such as copper and leather, on consumer perception of product quality and purchasing decisions.
Extract
[...] (1=Not at all, 3=Neutral, 5=A lot) 2. If you found this product on the shelf at a price of 24.90 euros, how willing would you be to buy it? Not at all = Neutral = Very willing) 3. What is your general attitude towards this product? Very positive = Neutral = Very negative) 4. On a scale of 1 to how appropriate do you find it to have a leather packaging for a tea box? (1=Somewhat Inappropriate, 3=Neutral, 5=Very appropriate) 5. [...]
[...] Hypothesis 3B (leather): The soft and pleasant texture of the leather will have a positive impact on the perception of the quality of the tea contained inside. Validation : The soft and pleasant texture of the leather contributes to a positive perception of the quality of the tea. Consumers associate the softness of the leather with a well-cared-for and high-quality product, which improves their overall perception of the tea. This hypothesis is validated by the results. Hypothesis The importance of congruence between the texture of the packaging and the perception of the product Hypothesis 4A (copper): The congruence between the hardness of the copper packaging and the perception of quality of the tea will not significantly affect the satisfaction of consumers. [...]
[...] In comparison, leather seems slightly better perceived, with 27.4% of participants having given the same score. This could indicate that copper, although attractive to some, does not sufficiently justify the high price for a large part of the respondents. On the other hand, a larger proportion of participants in the leather study (19.2%) gave a score of compared to only 12.9% for copper. This suggests that leather packaging could be perceived as more justifiable at this price, perhaps due to the association of leather with luxury or high-quality products. [...]
[...] What is your age ? - Less than 18 years old - 18-25 years old - 26-35 years old - 36-45 years old - 46-55 years old - Over 55 years old 11. What is your sex ? - Male - Female - Other Thank you for participating in this survey. Your responses are valuable to our research. Questionnaire on Copper : We thank you for taking the time to participate in our study on the perception and purchase of copper-packaged products. [...]
[...] Leather packaging, with its distinctive aesthetic and unique tactile qualities, plays a significant role in brand perception. Leather is traditionally associated with luxury products, such as fashion accessories and refined office supplies. This association helps create an image of comfort, sophistication, and exclusivity. When leather is used to package products like tea, it evokes feelings of warmth and well-being, making the product more appealing to consumers seeking a pleasant and memorable sensory experience. Our survey results reveal that leather is perceived as a symbol of luxury and quality. [...]
