Modificación del envase de Pringles
Fecha
2017-01
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Jaén: Universidad de Jaén
Resumen
[ES]La investigación se ha basado en una propuesta de modificación del envase Original de Pringles. Esta marca presenta una buena posición en el mercado debido a la forma cilíndrica de su envase, sin embargo, esta diferenciación también le proporciona una carencia en su funcionalidad al resultar incómodo acceder al producto. Para lograr mejorar esta deficiencia sin cambiar su forma cilíndrica, la modificación se ha centrado en añadir al envase actual un mecanismo para que las patatas fritas asciendan y desciendan fácilmente, haciéndolas mucho más accesibles para el consumidor. Para testar el nuevo envase se ha utilizado un cuestionario online a través del correo electrónico y redes sociales. Los resultados obtenidos han llevado a la conclusión de que a pesar de que el nuevo envase proporciona mejoras estéticas y funcionales, los consumidores no están dispuestos a pagar un precio superior por ello, por lo que la propuesta ha sido rechazada.
[EN]The research has been based on a proposal of modification of the Original packaging of Pringles. This brand has a good position in the market due to the cylindrical shape of its packaging, however, this differentiation also generates a lack of functionality because is uncomfortable to access to the product. In order to improve this deficiency without changing its cylindrical shape, the modification has been focused on adding to the present packaging a mechanism to achieve the potato chips rise and fall easily, making them much more accessible to the consumer. To test the new packaging has been used an on-line questionnaire through e-mail and social networks. The obtained results have led to the conclusion that despite the new packaging provides aesthetic and functional improvements, the consumers are not willing to pay a higher price for it, so the proposal has been rejected.
[EN]The research has been based on a proposal of modification of the Original packaging of Pringles. This brand has a good position in the market due to the cylindrical shape of its packaging, however, this differentiation also generates a lack of functionality because is uncomfortable to access to the product. In order to improve this deficiency without changing its cylindrical shape, the modification has been focused on adding to the present packaging a mechanism to achieve the potato chips rise and fall easily, making them much more accessible to the consumer. To test the new packaging has been used an on-line questionnaire through e-mail and social networks. The obtained results have led to the conclusion that despite the new packaging provides aesthetic and functional improvements, the consumers are not willing to pay a higher price for it, so the proposal has been rejected.