A Percepção Do Consumidor Sobre as Imagens Em Embalagens De Produtos Alimentícios Prontos E Semiprontos: Ilusão Ou Analogia? Consumer Perceptions of Images on Ready and Semi-Ready Food Product Packaging: Illusion or Analogy?

Neves, Carla Arcoverde de Aguiar; Neves, Rafael Burlani

doi:10.22478/ufpb.2446-7006.2017v22n2.37944

Cited by 1 publication

(1 citation statement)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Nevertheless, particular attention must be paid to the negative association because some words implying deception and false expectations were cited for all labels. Neves and Neves (2017) evaluated the perception of consumers regarding packaging and labels and observed that 31% considered that false images were present on some labels.…”

Section: Resultsmentioning

confidence: 99%

Focus group and word association for evaluating consumer perception of microwave popcorn labels

Almeida

Guazi

Conti‐Silva

2022

Journal of Sensory Studies

View full text Add to dashboard Cite

New microwave popcorns are available in the market to meet consumer demands for healthier foods; thus, we evaluated the consumer perception about them. Four label images were used: natural flavor popcorn without salt; natural flavor popcorn with salt; whole grain popcorn, 0% sodium, 25% less total fat, natural flavor; and whole grain popcorn, 25% less sodium, 25% less total fat, natural flavor with salt. Focus group and word association were applied. The focus group deepened the importance of the label colors, price and consumer perception regarding the whole grain popcorns. Through word association, the labels of natural popcorn with and without salt were associated with the sensory aspects and affective memory, while the whole grain popcorns were associated with ingredients, composition and aspects related to health and nutrition. All labels had negative associations. In conclusion, both techniques present important results regarding consumer behavior and purchase/consumption of microwave popcorn. Practical Applications Although popcorn has a good nutritional value, it is believed that the microwave popcorn is not seen as a nutritious food by consumers, maybe due to ingredients added to the popcorn, such as butter and flavorings. New microwave popcorn has recently become available on the market, with changes in their nutritive composition and ingredients, followed by differences in the labels and packages, which is related to the consumer demand for healthier products. In this way, the perception that consumers have about the labels of products is relevant to their purchase and consumption. In this study, although the positive perceptions about the microwave popcorn labels, negative perceptions appeared through the focus group and word association techniques. Such information is relevant and deserves attention by companies when developing new products and labels to meet the consumer desire for healthier products.

show abstract

Section: Resultsmentioning

confidence: 99%