Package: ‘‘warm’’ and ‘‘cold.’’ Consumers can be attracted to a type of
coffee because of the exotic or warm appearance of the package.
Therefore, a cold and a warm level of packaging were developed from
the perception of the aforementioned exploratory group of consumers.
A cold package consisted of a picture in blue and white. A warm package
was brown and red showing a cup of freshly made coffee.
The presence or absence of a fair-trade label.