Packaging and Labelling Attributes as Drivers of Consumer Satisfaction and Market Competitiveness: Insights from the Kano Model#
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Author: Shivangi Jain, Ramandeep Singh, and Navneet Kaur Gill
Author Address: Research Scholar, Professor, and Assistant Professor, School of Business Studies, Punjab Agricultural University, Ludhiana-141004 (Punjab)
Keywords: Consumer satisfaction, market competitiveness, packaged food products, packaging and labelling.
JEL Codes: D12, L66, M31, O13, Q13.
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.
Description
Indian J Econ Dev, 2026, 22(3), 545-558
https://doi.org/10.35716/IJED-25387