Riassunto analitico
The master's thesis project focuses on the role of packaging in guiding consumer choices from a marketing perspective, including a discussion of rebranding tactics. The brand in question is "Patata di Montese", produced in the Montese area and neighbouring Apennine region. Registered by the Chamber of Commerce of Modena, it is protected under the trademark "Tradizione e Sapori di Modena" and bears the mountain product quality label as well.
Data were collected for the study via a structured questionnaire that was administered in paper format to a sample of in-store consumers in collaboration with a local retailer. The present study focuses on evaluating the new packaging of the “Patata di Montese” brand potato bag. The investigation involves examining the perceptions and evaluations of respondents regarding the newly designed packaging (B) compared to the old packaging (A) that underwent a redesign and repackaging process. Attitude, fitting, sustainability and perceived quality were assessed for both packaging A and B. For the study, a statistical analysis was conducted consisting of a descriptive and an inferential part.
|
