Damaged packaging directly impacts brand loyalty- study

Recent study indicates that the slightest damage to frozen food packaging can have a direct impact on brand loyalty.

28/09/05 According to a recent study conducted by Perception Research Services (PRS), and prompted by MeadWestvaco Coated Board, the slightest damage to frozen food packaging can have a direct impact on brand loyalty. PRS found that, of consumers surveyed, 72 percent viewed the retailer with damaged frozen food packaging as offering lower value products than its competitors, and 25 percent questioned the quality of the brand. Complete study details can be found at

Research into the impact of damaged goods on frozen food purchasing habits recently conducted by the Fort Lee, N.J., research firm assessed the level of package damage people will tolerate and still buy the product. The 450 men and women participating, ages 21 to 74, from 12 U.S. major markets were divided into three groups: Stouffer's® Macaroni and Cheese(1) loyalists; those loyal to a competitive brand; and non-brand specific shoppers.