# Professor Priya Raghubir explains why consumer packaged goods manufacturers change their products' packaging

1 Faculty News September 25, 2015 ![Forbes logo](/sites/default/files/styles/246w/public/assets/images/con_030508.jpg?itok=SId6k3bx)>

Excerpt from [Forbes](http://www.forbes.com/sites/paultalbot/2015/09/25/crossing-the-cpg-packaging-minefield/) -- "'When a company is trying to reposition itself, for example from being a value brand to a more prestigious brand, this change must also get reflected in its packaging from being more basic to being fancier,' says NYU’s [Raghubir](http://www.stern.nyu.edu/faculty/bio/priya-raghubir). 'A great example is when Tropicana went the other route, of simplifying its package design, and there was a consumer backlash. Consumers do infer quality from the package.'"

[Read more](http://www.forbes.com/sites/paultalbot/2015/09/25/crossing-the-cpg-packaging-minefield/)