Identifying packaging criteria for sustainable packaging design and development : towards packaging efficiency and packaging integration in the fruit juice industry of South Africa

Van der Berg, Jacques Alan (2016-03)

Thesis (MComm)—Stellenbosch University, 2016.

Thesis

ENGLISH ABSTRACT: It is difficult to satisfy all the needs of customers in a competitive industry such as the fruit juice market in South Africa. Customers may be dissatisfied with the product for different reasons, which is of concern for both retailers and product manufacturers. However, if customers are dissatisfied with the product and the packaging design, the concerns could be elevated to higher levels in the supply chain hierarchy until they reach the packaging manufacturers. To avoid customers’ dissatisfaction with the product, considerations should be made to identify the weaknesses of a product. Addressing these weaknesses is sometimes not possible or they are too expensive to address. Therefore, since the primary packaging is a component that comes in direct contact with the product, the next best option would be to make changes to the packaging design or even to develop a whole new packaging system. There are various references towards problems with the specifically chosen fruit juice packaging in South Africa. Two different research strategies are used to address these packaging problems. The first strategy involves identifying which part of the packaging, i.e. which packaging criterion, should be addressed by using a packaging evaluation model. When the most suitable evaluation model is eventually chosen, the weaknesses of the packaging can be identified by using this said model. Consumers and retailers are the key role players in identifying these weaknesses through the use of the evaluation model. The second strategy will make use of secondary data analysis in order to theoretically develop a packaging design and development process in order to make the required changes to the identified criteria while considering sustainable packaging. Ultimately, this study uses the packaging scorecard to identify the criteria on which the product performs poorly. Three criteria are identified. A packaging design and development process is developed to address the three packaging criteria in order to make the changes required for an improved packaging design.

AFRIKAANSE OPSOMMING: In die kompeterende vrugtesapbedyf van Suid-Afrika is dit moeilik om verbruikers se behoeftes te bevredig. Verbruikers kan weens verskeie redes ontevrede wees met produkte. As gevolg hiervan, word kommer gewek by en druk geplaas op beide handelaars en produkvervaardigers. Indien verbruikers egter ontevrede is met beide die produk en die verpakking van die produk, strek die aanspreeklikheid baie hoër op in die hiërargie van die voorsieningsketting tot by die verpakkingsvervaardigers. Om ontevredenheid by die verbruiker te vermy, kan produksievervaardigers dit oorweeg om die swakpunte van die produk te identifiseer. Dit is egter soms te duur of onmoontlik om veranderinge te maak aan die produk. Aangesien die primêre verpakking direk in kontak met die produk kom, sal die naasbeste opsie wees om veranderinge aan die verpakkingsontwerp aan te bring of ’n hele nuwe verpakkingstelsel te ontwerp. Daar is verskeie referente wat aandui dat daar probleme is met betrekking tot die spesifieke vrugtesapverpakking in Suid-Afrika. Twee verskillende navorsingsstrategieë word gebruik om die drie probleme aan te spreek. Die eerste strategie identifiseer watter dele van die verpakking, d.w.s. verpakkingskriteria, verbeter kan word deur middel van ’n evaluasiemodel. Sodra die beste evaluasiemodel gekies is, kan die swakpunte van die verpakking geïdentifiseer word deur van die gekose evaluasiemodel gebruik te maak. Verbruikers en handelaars is die rolspelers wat die swakpunte identifiseer met die evaluasiemodel. Die tweede strategie sal gebruik maak van sekondêre data analise om ’n teoreties verpakkingsontwerp- en ontwikkelingsproses te ontwikkel om die veranderinge aan te bring soos geïdentifiseer deur die evaluasiemodel terwyl volhoubare verpakking in ag geneem word. Hierdie studie maak vervolgens gebruik van die verpakkingstelkaart en identifiseer die kriteria waarin die verpakking die swakste gevaar het. ’n Verpakkingsontwerp- en ontwikkelingsproses word geïdentifiseer wat die drie swakpunte aanspreek en uiteindelik die verpakkingsontwerp of die verpakkingsisteem kan verander en/of verbeter.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/98817
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