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Given many different ideas within the literature, however, it is generally agreed that customer satisfaction involves the comparison of standards whether they be in the form of expectations, desires, wants, ideal or equitable performances. To explain the diverse issues surrounding expectations and standards with regarding customer satisfaction, Zeithaml et al. (1993) first proposed the notion of the “zone of tolerance”, which they describe as 'the extent to which customers recognize and are willing to accept heterogeneity' (Zeithaml et al., 1993, p. 6). It is on this basis they proved that an individual's zone of tolerance is the difference between what they desire and what they consider satisfactory, in terms of performance, and this zone can differ and contrast across situations and individuals. This may explain why 'some customers are consistently easy to please and others are interminably difficult' (Mooradian and Olver, 1997, p.389). 

It can be that those customers who are easily pleased have a large zone of tolerance, in terms of their product expectations, whereas those who are quite difficult have a very narrow zone of tolerance. This would explain differences in expressed satisfaction ratings of consumers who have essentially had very similar product experiences. This notion was alluded to by Mittal and Kamakura (2001 ) with regards to satisfaction and repurchase intentions. They suggested that 'consumers may have different thresholds or tolerance levels towards repurchase' (p. 132) and that consumer's with the same satisfaction rating may have different levels of repurchase behaviour because of these differences. On this basis, it could be concluded that some individuals are simply inclined to product satisfaction and repeat purchases, whereas others are not (Grace, 2005).

2) Packaging

2.1) What is packaging?

What is packaging? In general terms, packaging is the container that is in direct contact with a product, which “holds, protects, preserves and identifies the product as well as facilitating handling and commercialisation” (Vidales Giovannetti, 1995). More specifically, and following Vidales Giovannetti (1995), there are three types of packaging: Primary packaging which is in direct contact with the product, such as soft drinks bottles, Secondary packaging which contains one or more primary packages and serves to protect and identify them and to communicate the qualities of the product ( it is normally disposed of when the product is used or consumed). Finally, tertiary packaging which contains the two previous ones and its function is usually to distribute, integrate and protect products throughout the commercial chain. This could be the cardboard box that contains several bottles.

Packaging is also considered to form part of the product and the brand. For Evans and Berman (1992) packaging is a product image or characteristic. For Olson and Jacoby (1972) packaging is an important element of the product, that is to say, it is attribute that is related to the product but that does not form part of the physical product itself. Price and brand are also crucial elements of the brand and according to Underwood et al. (2001)本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。