Product packaging as tool to demand a price premium: Does packaging enhance consumers* value perception to justify a price premium

This study addresses the question of the impact of packaging to demand a price premium leveraging
the example of retailer brand premium products in the food segment in Germany. Product tiering is a pricing structure that is commonly used by producers, in which consumers are segmented by willingness to pay for specific (added) product benefits. This is a way of maximizing utility for both consu...