Abstract

Packaging and Labelling are critical determinants of consumer satisfaction and market competitiveness in the food sector. This study evaluated how packaging and labelling attributes influence consumer satisfaction across selected packaged food products representing ready-to-cook (RTC), ready-to-eat (RTE) dairy, and ready-to-drink (RTD) beverage segments. Using the Kano Model, responses from 600 consumers were analysed to classify attributes into Kano categories. Results indicated that safety and hygiene-related attributes consistently fall under the must-be category, safeguarding consumer trust and regulatory compliance. One-dimensional attributes, such as ease of handling, usability, and brand cues, strongly shape consumer satisfaction, while selected attractive attributes, such as recyclable materials, reflect growing sustainability concerns. The study highlighted the role of packaging and Labelling in enhancing consumer satisfaction, brand reputation and market competitiveness.  

Keywords

Consumer satisfaction, market competitiveness, packaged food products, packaging and labelling.

JEL Codes: D12, L66, M31, O13, Q13.  

Description

Indian Journal of Economics and Development

https://doi.org/10.35716/IJED-25387

Impact Factor: 0.1 (June 2026)
NAAS Score: 6.20 (2026)
Indexed in Scopus (Since 2019)
UGC Approved