The Perception of Respondents of Packaging Innovations in Slovakia

Erika Loucanova; Jan Parobek; Martina Kalamarova

Erika Loucanova Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry
Jan Parobek Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry
Martina Kalamarova Technical University in Zvolen, The Faculty of Wood Sciences and Technologies, Department of marketing, trade and world forestry

Abstract

The paper deals with the evaluation of the perception of packaging innovations in terms of their functions through the Kano model. It focuses on the evaluation of the perception of innovation of all main seven functions of packaging, in particular on handling, protective, informative, economic, environmental, promotional and ecological packaging functions. The results indicate that the target groups interested in the new innovative packaging are mostly in age between 41 to 60 years. These groups have the highest requirements for new packaging. The innovations of handling functions of packaging have the most significant influence on the older generation. However, almost all ages categories positively recognize ecological innovations of packaging.