Food and drink packaging: who is complaining and who should be complaining

This paper reports a questionnaire survey of shoppers at four supermarket stores in the UK. Regression analyses were used to determine factors in consumer complaints with the packaging of food and drink products. Neuroticism and treatment in hospital for an accident involving packaging in the last 3 years were significant associates. Analyses on who was most likely to suffer accidents or injuries while opening food and drink packaging indicated that handedness (that is, being left handed made accidents more likely) and scoring low on a measure of personal control during decision-making were significant associates. Analyses on who suffered the most serious accidents and injuries whilst opening food and drink packaging revealed that the decision-making style of social resistance (that is, the extent to which you resist asking for help from others) was related to susceptibility to the most severe accidents. These findings imply that individual factors (including both personal characteristics and personality traits) should be taken into account when considering the openability of packaging. The results of this study indicate that manufacturers should ensure that novel packaging closures have been tested on left handers in order to discover any unique difficulties for this sub-group, that packaging opening tools specifically for left-handed people should be made available and that manufacturers of packaging should always look at a 'worst case scenario' for their packaging closures as it is evident that some people will continue to struggle with difficult packaging until either they open it or they have injured themselves.