Consumers balk at product makeovers

10/4/2006 | Akron Beacon Journal (Ohio)

Consumers depend on familiar packaging, such as Finesse shampoo's blue bottle and Clorox bleach's traditional label to find these products on retailers' shelves, and changing the look of a bottle or container can cause some time-crunched customers to miss their favorite brands at the store. "When [a manufacturer] is trying to reposition a product, they lose that customer base they've built a relationship with," says Dale Lewison of the University of Akron.

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Akron Beacon Journal (Ohio)

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