Premiumization for commodity product: Value creation for packaged jasmine rice.

Abstract

Every consumer goods product is looking for its differentiation point to earn the prestige and able to attract customer at the first. Being attractive is believed to motivate and persuade customer for buying decision which increase to its sales performance. Apparently, the product that contains the premium perception in its character considered as attractive attribute which earn more willingness to buy at consumer’s mind. The study of attractiveness and willingness is an interesting viewpoint that we would like to take this opportunity to discuss in this research topic. Therefore, we have taking leap to discuss about being premium product will add value to consumer goods product especially in commodity product, packaged jasmine rice. There is some useful information about theory and model that we can consider for product packaging. Begin the journey and enjoy the element of marketing strategy to make product sellable.