How material, visual and verbal cues on packaging influence consumer expectations and willingness to buy: The case of crisps (potato chips) in Spain

Abstract

This paper analyses the influence that certain aspects of packaging design have on the consumer expectations of a series of sensory and non-sensory attributes and on willingness to buy for a bag of crisps in Spain. A two-part experiment was conducted in which 174 people evaluated the attributes for different stimuli using an online survey. In the first part, four stimuli were created in which two factors were varied: the packaging material and the image displayed. Interaction was identified between both factors for the attributes Crunchy, High quality and Artisan. For the attributes Salty, Crunchy and Willingness to buy, the image was the only significant factor, with the image displaying crisps ready for consumption being the only one that obtained higher scores. For the attribute Intense flavour, no statistically significant differences were identified among the stimuli. In general terms, the image displayed on the bag had a greater influence than the material from which the bag was made. In the second part, an analysis was made of the most effective way (visual cues versus verbal cues) to transmit the information that the crisps were fried in olive oil. To this end, two stimuli were designed: one displaying an image of an oil cruet and another with an allusive text. For all the attributes (Intense flavour, Crunchy, Artisan, High quality, Healthy and Willingness to buy), higher scores were obtained with the image than with the text. These results have important implications for crisps producers, marketers and packaging designers.

The influence the image of the product shown on food packaging labels has on product perception during tasting: Effects and gender differences

“…These studies show that consumption may be higher when the number of product units displayed on the image is higher 30 and when the image occupies a larger portion of the label. 31 In a more recent paper, Rebollar et al 32 showed that the way in which crisps are depicted in the image on the package has an effect on consumer sensory expectations, which is reflected in their willingness to buy. The depiction of ready-to-eat crisps, when compared with a composition in which a raw potato is depicted, increased expectations of salty and crunchy attributes and predisposition to buy.…”

“…From the designer's and producer's perspective, it is quite reasonable to question whether or not the specific image chosen to be depicted on the label will affect consumer perception during tasting, even when all the options being considered are congruent, pleasant, and have a similar symbolic meaning. In this context, the choice of one particular image may influence the expectations of the consumer, 32 but it is not clear if it may also influence consumer perception of sensory and non-sensory attributes, product liking, or the willingness to buy the product again.…”

Influences of visual attributes of food packaging on consumer preference and associations with taste and healthiness

“…This suggests that having a defined product category may have influenced the results, because it would ground the studied packaging, corroborating with the idea proposed by Silayoi and Spence (): people usually are fonder of the shapes that are already known by them, because they have been more exposed to it. Additionally, the results reported by Rebollar et al () also demonstrated that similarity between images used in an experiment and the existing ones in the market may bring to participants’ minds experiences and sensations felt when consuming those brands. Rebollar et al () indicated that there is more significant relationship between packaging colour and preference (willingness to buy) for a product than between shape and preference.…”

“…Additionally, the results reported by Rebollar et al (2017) also demonstrated that similarity between images used in an experiment and the existing ones in the market may bring to participants' minds experiences and sensations felt when consuming those brands. Rebollar et al (2012) indicated that there is more significant relationship between packaging colour and preference (willingness to buy) for a product than between shape and preference.…”

The Effect of Consumer Perceived Trust and Image Toward Food Brands on Consumers’ Willingness to Buy

“…Moreover, packaging can be used as a differentiation tool that marketers can use in their positioning strategies (RIBEIRO et al, 2018). Therefore, in designing food package, package's design is considered an important decision, since previous studies show that packaging decisions can profoundly affect the consumer's expectations of the product quality and their willingness to buy it (REBOLLAR et al, 2017). Packaging decisions include choosing the appropriate material since it can influence the customer's perceptions since they can create a sensory transfer between touch and flavor.…”