Consumer perception: attributes considered important in packaging
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista Produção Online |
Texto Completo: | https://www.producaoonline.org.br/rpo/article/view/962 |
Resumo: | Packaging has been considered the main vehicle for sales, brand building and product identity, since it is the first contact with the product that the consumer has, it is fundamental when choosing and buying a product. In this sense, the packaging is a silent salesperson, because it is up to the package to attract attention, create interest and desire, show the quality of the product and close the sale within seconds. Packaging has contributed to corporate communication with consumers; it provides product protection, storage and convenience, as products move through the value chain. Thinking about it, the product cannot be planned separately from its packaging, and it should not be defined based only on engineering, marketing, communications or economics. The packaging concept has expanded and gained product status; packaging is able to communicate the same language of convenience wherever it goes. Today, packaging industries are taking advantage of this opportunity to differentiate their products through packaging, finding that it is not enough for the package to be beautiful, unbreakable, or preserve the flavor and freshness of foods. Within this context, the objective of this research is to analyze, from the point of view of consumers, the most important product packaging attributes at the time of purchase. For this purpose, the data obtained in this study was run through the Statistica 8.0 and SPSS 16 (Statistical Package Social Sciences) software’s. |
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Consumer perception: attributes considered important in packagingPercepção dos consumidores: atributos considerados importantes nas embalagensPackaging. Factor analysis. Consumer. Brand. Communication.Embalagens. Análise fatorial. Consumidor. Marca. Comunicação.Packaging has been considered the main vehicle for sales, brand building and product identity, since it is the first contact with the product that the consumer has, it is fundamental when choosing and buying a product. In this sense, the packaging is a silent salesperson, because it is up to the package to attract attention, create interest and desire, show the quality of the product and close the sale within seconds. Packaging has contributed to corporate communication with consumers; it provides product protection, storage and convenience, as products move through the value chain. Thinking about it, the product cannot be planned separately from its packaging, and it should not be defined based only on engineering, marketing, communications or economics. The packaging concept has expanded and gained product status; packaging is able to communicate the same language of convenience wherever it goes. Today, packaging industries are taking advantage of this opportunity to differentiate their products through packaging, finding that it is not enough for the package to be beautiful, unbreakable, or preserve the flavor and freshness of foods. Within this context, the objective of this research is to analyze, from the point of view of consumers, the most important product packaging attributes at the time of purchase. For this purpose, the data obtained in this study was run through the Statistica 8.0 and SPSS 16 (Statistical Package Social Sciences) software’s.A embalagem vem sendo considerada o maior veículo de venda e de construção da marca e identidade do produto, uma vez que é o primeiro contato do consumidor com aquela mercadoria, sendo fundamental para a escolha e a compra do produto. Nesse sentido, a embalagem é o vendedor silencioso, pois cabe a ela atrair a atenção, provocar o interesse e o desejo, mostrar a qualidade do produto e fechar a venda em segundos. A embalagem contribuiu na comunicação das empresas com os consumidores; fornece proteção, armazenagem e conveniência, à medida que os produtos se movimentam na cadeia de valor. Pensando nisso, o produto não pode ser planejado separado da embalagem, e esta não deve ser definida apenas com base em engenharia, marketing, comunicação ou economia. O conceito de embalagem se ampliou e ganhou status de produto; a embalagem é capaz de comunicar uma mesma linguagem de conveniência onde quer que ela vá. Hoje, as indústrias de embalagens estão aproveitando esta oportunidade de diferenciação de seus produtos por meio das embalagens, percebendo que não basta a embalagem ser bonita, inviolável ou preservar o sabor e frescor dos alimentos. Dentro desse contexto, o objetivo desta pesquisa é analisar, na percepção dos consumidores, os atributos mais importantes com relação à embalagem dos produtos no momento da compra. Para tanto, os dados obtidos na pesquisa foram tratados por meio do software Statistica 8.0 e o SPSS 16 (Statistical Package Social Sciences).Associação Brasileira de Engenharia de Produção2012-08-13info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfaudio/mpeghttps://www.producaoonline.org.br/rpo/article/view/96210.14488/1676-1901.v12i3.962Revista Produção Online; Vol. 12 No. 3 (2012); 657-681Revista Produção Online; v. 12 n. 3 (2012); 657-6811676-1901reponame:Revista Produção Onlineinstname:Associação Brasileira de Engenharia de Produção (ABEPRO)instacron:ABEPROporhttps://www.producaoonline.org.br/rpo/article/view/962/928https://www.producaoonline.org.br/rpo/article/view/962/929Copyright (c) 2014 Revista Produção Onlineinfo:eu-repo/semantics/openAccessStefano, Nara MedianeiraCasarotto Filho, Nelson2015-11-11T17:25:48Zoai:ojs.emnuvens.com.br:article/962Revistahttp://producaoonline.org.br/rpoPUBhttps://www.producaoonline.org.br/rpo/oai||producaoonline@gmail.com1676-19011676-1901opendoar:2015-11-11T17:25:48Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO)false |
dc.title.none.fl_str_mv |
Consumer perception: attributes considered important in packaging Percepção dos consumidores: atributos considerados importantes nas embalagens |
title |
Consumer perception: attributes considered important in packaging |
spellingShingle |
Consumer perception: attributes considered important in packaging Stefano, Nara Medianeira Packaging. Factor analysis. Consumer. Brand. Communication. Embalagens. Análise fatorial. Consumidor. Marca. Comunicação. |
title_short |
Consumer perception: attributes considered important in packaging |
title_full |
Consumer perception: attributes considered important in packaging |
title_fullStr |
Consumer perception: attributes considered important in packaging |
title_full_unstemmed |
Consumer perception: attributes considered important in packaging |
title_sort |
Consumer perception: attributes considered important in packaging |
author |
Stefano, Nara Medianeira |
author_facet |
Stefano, Nara Medianeira Casarotto Filho, Nelson |
author_role |
author |
author2 |
Casarotto Filho, Nelson |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Stefano, Nara Medianeira Casarotto Filho, Nelson |
dc.subject.por.fl_str_mv |
Packaging. Factor analysis. Consumer. Brand. Communication. Embalagens. Análise fatorial. Consumidor. Marca. Comunicação. |
topic |
Packaging. Factor analysis. Consumer. Brand. Communication. Embalagens. Análise fatorial. Consumidor. Marca. Comunicação. |
description |
Packaging has been considered the main vehicle for sales, brand building and product identity, since it is the first contact with the product that the consumer has, it is fundamental when choosing and buying a product. In this sense, the packaging is a silent salesperson, because it is up to the package to attract attention, create interest and desire, show the quality of the product and close the sale within seconds. Packaging has contributed to corporate communication with consumers; it provides product protection, storage and convenience, as products move through the value chain. Thinking about it, the product cannot be planned separately from its packaging, and it should not be defined based only on engineering, marketing, communications or economics. The packaging concept has expanded and gained product status; packaging is able to communicate the same language of convenience wherever it goes. Today, packaging industries are taking advantage of this opportunity to differentiate their products through packaging, finding that it is not enough for the package to be beautiful, unbreakable, or preserve the flavor and freshness of foods. Within this context, the objective of this research is to analyze, from the point of view of consumers, the most important product packaging attributes at the time of purchase. For this purpose, the data obtained in this study was run through the Statistica 8.0 and SPSS 16 (Statistical Package Social Sciences) software’s. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-08-13 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/962 10.14488/1676-1901.v12i3.962 |
url |
https://www.producaoonline.org.br/rpo/article/view/962 |
identifier_str_mv |
10.14488/1676-1901.v12i3.962 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.producaoonline.org.br/rpo/article/view/962/928 https://www.producaoonline.org.br/rpo/article/view/962/929 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Revista Produção Online info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Revista Produção Online |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf audio/mpeg |
dc.publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
publisher.none.fl_str_mv |
Associação Brasileira de Engenharia de Produção |
dc.source.none.fl_str_mv |
Revista Produção Online; Vol. 12 No. 3 (2012); 657-681 Revista Produção Online; v. 12 n. 3 (2012); 657-681 1676-1901 reponame:Revista Produção Online instname:Associação Brasileira de Engenharia de Produção (ABEPRO) instacron:ABEPRO |
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Associação Brasileira de Engenharia de Produção (ABEPRO) |
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ABEPRO |
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ABEPRO |
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Revista Produção Online |
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Revista Produção Online |
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Revista Produção Online - Associação Brasileira de Engenharia de Produção (ABEPRO) |
repository.mail.fl_str_mv |
||producaoonline@gmail.com |
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