INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR
Autor(a) principal: | |
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Data de Publicação: | 2013 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Revista do Instituto de Laticínios Cândido Tostes |
Texto Completo: | https://www.revistadoilct.com.br/rilct/article/view/201 |
Resumo: | The packaging and label have fundamental importance in the choice during the purchase, because it represents the first contact between consumer and product. The aim of this study was to analyze the influence of packaging milk in consumer behavior and point through the opinions and attitudes of the respondents which the packaging is most desirable. They were randomly selected four packs of UHT milk/full of different brands, and raised the demographic characteristics of 60 participants who participated in its entirety, the technique of sensory analysis, and of these, 37 were also selected to participate in the technical group focus. The results suggest the focus group participants' preference for attractive packaging, with a lively and colorful look (that goes to the farm and the source of milk), and secure closures (screw) that bring comfort and practicality, with a preference for longitudinal size. The price and expiration date, although not mentioned in the script of questions, were the attributes that drew the most attention in the opinion of respondents. Participants also reported they feel is important information about the product described in the package, but would like it to be more readable and explanatory. Through the technique of sensory analysis, participants perceptions about brands, showed great influence on product choice and even interfered with the taste of the tasters. The intent to purchase milk brands, were once again significant at the time of purchase of this product. |
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INFLUENCE OF PACKAGING ON CONSUMER BEHAVIORLEITE: INFLUÊNCIA DA EMBALAGEM NO COMPORTAMENTO DO CONSUMIDORMilk UHT; Sensory analysis; Focus group.Leite UHT; Análise sensorial; Grupo de focoThe packaging and label have fundamental importance in the choice during the purchase, because it represents the first contact between consumer and product. The aim of this study was to analyze the influence of packaging milk in consumer behavior and point through the opinions and attitudes of the respondents which the packaging is most desirable. They were randomly selected four packs of UHT milk/full of different brands, and raised the demographic characteristics of 60 participants who participated in its entirety, the technique of sensory analysis, and of these, 37 were also selected to participate in the technical group focus. The results suggest the focus group participants' preference for attractive packaging, with a lively and colorful look (that goes to the farm and the source of milk), and secure closures (screw) that bring comfort and practicality, with a preference for longitudinal size. The price and expiration date, although not mentioned in the script of questions, were the attributes that drew the most attention in the opinion of respondents. Participants also reported they feel is important information about the product described in the package, but would like it to be more readable and explanatory. Through the technique of sensory analysis, participants perceptions about brands, showed great influence on product choice and even interfered with the taste of the tasters. The intent to purchase milk brands, were once again significant at the time of purchase of this product.A embalagem e o rótulo possuem fundamental importância na escolha do leite pelo consumidor durante a compra, pois representa o primeiro contato entre o consumidor e o produto. O objetivo deste estudo foi analisar a influência da embalagem de leites no comportamento do consumidor e apontar por meio das opiniões e atitudes dos participantes da pesquisa qual a embalagem mais desejada. Foram escolhidas aleatoriamente quatro embalagens de leite UHT/integral, de marcas diferentes e levantadas as características demográficas de 60 participantes, os quais participaram de análise sensorial, e destes, 37 foram selecionados para participar da técnica de grupo de foco. Os resultados obtidos no grupo de foco sugerem a preferência dos participantes por embalagens mais atraentes, com um visual alegre e colorido (que remeta a fazenda e a origem do leite), além de fechamentos seguros (rosqueável) que trazem conforto e praticidade, com preferência pelo tamanho longitudinal. O preço e prazo de validade, embora não mencionados no roteiro de perguntas, foram os atributos que mais chamaram a atenção dos entrevistados. Os participantes relataram ainda considerar importante as informações sobre o produto, descritas na embalagem, mas gostariam que fosse mais legível e explicativa. Por meio da técnica de análise sensorial, a opinião dos participantes em relação às marcas, apresentou grande influência na escolha do produto e até mesmo interferiu no paladar dos provadores. Quanto à intenção de compra, marcas de leite mais conhecidas no mercado foram significativas no momento da compra do produto..ILCTGomes, Ligiane Maria de CarvalhoSilveira, Melissa GuimarãesOliveira, Roseane Maria EvangelistaMiamoto, Juliana de Brito Maia2013-12-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistadoilct.com.br/rilct/article/view/20110.5935/2238-6416.20120011Journal of Candido Tostes Dairy Institute; v. 67, n. 384 (2012); 71-75Revista do Instituto de Laticínios Cândido Tostes; v. 67, n. 384 (2012); 71-752238-64160100-3674reponame:Revista do Instituto de Laticínios Cândido Tostesinstname:Empresa de Pesquisa Agropecuária de Minas Gerais (EPAMIG)instacron:EPAMIGporhttps://www.revistadoilct.com.br/rilct/article/view/201/209Direitos autorais 2014 Revista do Instituto de Laticínios Cândido Tostesinfo:eu-repo/semantics/openAccess2013-12-23T00:09:00Zoai:oai.rilct.emnuvens.com.br:article/201Revistahttp://www.revistadoilct.com.br/ONGhttps://www.revistadoilct.com.br/rilct/oai||revistadoilct@epamig.br|| revistadoilct@oi.com.br2238-64160100-3674opendoar:2013-12-23T00:09Revista do Instituto de Laticínios Cândido Tostes - Empresa de Pesquisa Agropecuária de Minas Gerais (EPAMIG)false |
dc.title.none.fl_str_mv |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR LEITE: INFLUÊNCIA DA EMBALAGEM NO COMPORTAMENTO DO CONSUMIDOR |
title |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
spellingShingle |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR Gomes, Ligiane Maria de Carvalho Milk UHT; Sensory analysis; Focus group. Leite UHT; Análise sensorial; Grupo de foco |
title_short |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
title_full |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
title_fullStr |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
title_full_unstemmed |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
title_sort |
INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR |
author |
Gomes, Ligiane Maria de Carvalho |
author_facet |
Gomes, Ligiane Maria de Carvalho Silveira, Melissa Guimarães Oliveira, Roseane Maria Evangelista Miamoto, Juliana de Brito Maia |
author_role |
author |
author2 |
Silveira, Melissa Guimarães Oliveira, Roseane Maria Evangelista Miamoto, Juliana de Brito Maia |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Gomes, Ligiane Maria de Carvalho Silveira, Melissa Guimarães Oliveira, Roseane Maria Evangelista Miamoto, Juliana de Brito Maia |
dc.subject.none.fl_str_mv |
|
dc.subject.por.fl_str_mv |
Milk UHT; Sensory analysis; Focus group. Leite UHT; Análise sensorial; Grupo de foco |
topic |
Milk UHT; Sensory analysis; Focus group. Leite UHT; Análise sensorial; Grupo de foco |
description |
The packaging and label have fundamental importance in the choice during the purchase, because it represents the first contact between consumer and product. The aim of this study was to analyze the influence of packaging milk in consumer behavior and point through the opinions and attitudes of the respondents which the packaging is most desirable. They were randomly selected four packs of UHT milk/full of different brands, and raised the demographic characteristics of 60 participants who participated in its entirety, the technique of sensory analysis, and of these, 37 were also selected to participate in the technical group focus. The results suggest the focus group participants' preference for attractive packaging, with a lively and colorful look (that goes to the farm and the source of milk), and secure closures (screw) that bring comfort and practicality, with a preference for longitudinal size. The price and expiration date, although not mentioned in the script of questions, were the attributes that drew the most attention in the opinion of respondents. Participants also reported they feel is important information about the product described in the package, but would like it to be more readable and explanatory. Through the technique of sensory analysis, participants perceptions about brands, showed great influence on product choice and even interfered with the taste of the tasters. The intent to purchase milk brands, were once again significant at the time of purchase of this product. |
publishDate |
2013 |
dc.date.none.fl_str_mv |
2013-12-22 |
dc.type.none.fl_str_mv |
|
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.revistadoilct.com.br/rilct/article/view/201 10.5935/2238-6416.20120011 |
url |
https://www.revistadoilct.com.br/rilct/article/view/201 |
identifier_str_mv |
10.5935/2238-6416.20120011 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistadoilct.com.br/rilct/article/view/201/209 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2014 Revista do Instituto de Laticínios Cândido Tostes info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2014 Revista do Instituto de Laticínios Cândido Tostes |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ILCT |
publisher.none.fl_str_mv |
ILCT |
dc.source.none.fl_str_mv |
Journal of Candido Tostes Dairy Institute; v. 67, n. 384 (2012); 71-75 Revista do Instituto de Laticínios Cândido Tostes; v. 67, n. 384 (2012); 71-75 2238-6416 0100-3674 reponame:Revista do Instituto de Laticínios Cândido Tostes instname:Empresa de Pesquisa Agropecuária de Minas Gerais (EPAMIG) instacron:EPAMIG |
instname_str |
Empresa de Pesquisa Agropecuária de Minas Gerais (EPAMIG) |
instacron_str |
EPAMIG |
institution |
EPAMIG |
reponame_str |
Revista do Instituto de Laticínios Cândido Tostes |
collection |
Revista do Instituto de Laticínios Cândido Tostes |
repository.name.fl_str_mv |
Revista do Instituto de Laticínios Cândido Tostes - Empresa de Pesquisa Agropecuária de Minas Gerais (EPAMIG) |
repository.mail.fl_str_mv |
||revistadoilct@epamig.br|| revistadoilct@oi.com.br |
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