Is the online channel a good platform to launch new FMCGs?

For her thesis at the Universidade Católica Portuguesa Filipa Lages Torres Paulo studied the sensorial challenges between offline and online channels in the interaction with new brands’ packaging and its impact on purchase intention. A new body care brand was created and purchasing settings were made to resemble real retailers.
The study demonstrated the positive impact of sensorial interaction with packaging on purchase intention. It was also concluded that a new product, in which sensorial aspects are crucial, is more likely to achieve high purchase intention in offline channels rather than online; being that, with statistical significance, the market potential is double for the offline.
Click here for the thesis (4.36 MB).

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