Evaluation of Packing Attributes of Orange Juice on Consumers' Intention to Purchase by Conjoint Analysis and Consumer Attitudes Expectation

Abstract

Besides the sensory quality of food, other factors are related to the formation of expectations and selection process for a product. This study aimed to evaluate the effect of the major information found on packages of ready‐to‐drink orange juices marketed in Brazil on purchase intention of this product, using the conjoint analysis technique, and also associate the information defined to the attitudes of the participants regarding general health and their interest in natural/nonindustrialized products. Four factors were used, each one with two levels: nutritional information on vitamin C (rich in vitamin C × without information), sense of natural/industrialized product (homemade – with juicy bits × orange flavor added), information on preservative (without information × without added preservative) and price (high or low). Sixteen packages were designed and evaluated by 144 consumers segmented into three groups. Low price level was considered with the greatest positive impact, among all information for cluster 1. Cluster 2 just gave importance to “homemade – with juicy bits.” Only cluster 3 has more interest in general health than in natural products. Information rich in vitamin C, “homemade – with juicy bits,” without added preservative and low price grouped the ideal packaging of orange juice for most participants. Practical Applications Consumer expectations and what are their interests when buying food are important factors that should be known to improve the food industry because a continuous change has been noticed in eating habits and search for products that are healthier even with the current lifestyle of the twenty‐first century. In order to reach a larger number of accessions to the industrialized foods, the packages' contents deserve to be developed in accordance with the public that it wants to achieve. Therefore, additional research on what information must appear on food labels needs to be done frequently in order to adapt the package of products consumed, and seek to produce food with better nutritional quality to get the consumers' healthy expectations.

Impact of Packaging Characteristics on Consumer Purchase Intention: Instant Coffee in Refill Packs and Glass Jars

“…In line with these findings, several studies about purchase intention have also reported that consumers assign importance to additional information on packages of other types of food, such as “homemade” for ready‐to‐drink orange juices (Gadioli et al . ), “natural” for passion fruit juices (Deliza et al . ), and to nutritional claims, such as “with vitamin C” for powdered orange flavored soft drinks (Caleguer et al .…”

The identification of viewing patterns of chocolate snack packages using eye-tracking techniques

“…Traditionally, studies analysing the influence of product packaging on the consumer use self-reports (Olavarrieta, Hidalgo, Manzur, & Farías, 2012), think-aloud protocols, (Barnett et al, 2011) groups (Casey & Kruegar, 1994), methodologies based on conjoint analysis (Gadioli et al, 2013;Koutsimanis, Getter, Behe, Harte, & Almenar, 2012) or on check-all-that-apply questionnaires (Ng, Chaya, & Hort, 2013), to name a just a few techniques. In these kinds of studies, participants are asked to convey their judgments deduced from a visual stimulus they are presented with, requiring them to interpret their own feelings and to deduce their future behaviour, such as their willingness to buy or try a product.…”

Atributos Do Produto E Influências Ambientais No Comportamento Do Consumidor De Suco De Laranja Do Distrito Federal

“…No que se refere ao grau de escolaridade dos entrevistados, 59,78% possuíam superior incompleto e 41% renda de até R$ 2.000,00 no momento da coleta. Cabe destacar aqui que esse perfil demográfico representado na amostra também foi encontrado no estudo de Gadioli et al (2013), cuja pesquisa se deu na mesma localidade do presente estudo.…”

“…Os resultados comprovam que os entrevistados buscam aspectos correlacionados às características do produto, mas procuram, simultaneamente, produtos que contribuem para a manutenção de sua saúde, comodidade no momento da compra e nas instalações físicas por ocasião da aquisição do produto. A relevância da característica 'saúde' para os consumidores da região do DF já havia sido apontada anteriormente por Gadioli et al (2013), mas aqui foi possível identificar que quanto maior o nível de escolaridade, as faixas etária e salarial, mais importância é dada ao produto. Por sua vez, a variável 'preço' -ao contrário das pesquisas de Pollack, Lin e Allshouse (2003) e o de Chen e Gao (2013) -apenas é importante para quem tem baixa escolaridade.…”

“…O tema se faz interessante para o meio acadêmico pois se criam análises para descobrir quais fatores influenciam uma compra pelo consumidor e quais podem fazê-lo desistir, como os estudos de Brown e Lee (1999) Gadioli et al (2013) abordou as expectativas de consumo em relação ao produto e o estudo de Danner, Sidorkina, Joechl e Duerrschmid (2014) mediu por meio de um software a reação de consumidores ao provarem sucos de laranja em suas diversas composições, tendo destaque a não reação ou uma reação negativa a determinada variação do produto.…”