Guava Jam packaging determinant attributes in consumer buying decision

Using packaging and labels to lure consumers and to communicate product benefits directly on the shelf is a competitive advantage factor in the food industry sector. The label is especially effective since besides supplying basic details, such as weight, ingredients, and instructions in compliance with governmental regulations, it attracts consumers' attention and the desire to buy and which often becomes synonymous to the brand name. The objective of this study was to obtain detailed information on consumers' attitudes, opinions, behavior, and concepts regarding guava jam packaging using the focus group technique. The results showed that label color and design, packaging type and information, and brand name and price are determinant attributes in the consumers' decision to buy guava jam.

Bibliographic Details

Main Authors:	Dantas,Maria Inês Souza, Nakajima,Vânia, Rosa,Damiana Diniz, Andrade,Fábia Oliveira, Canzian,Camila, Martino,Hércia Stampini Duarte
Format:	Digital revista
Language:	English
Published:	Sociedade Brasileira de Ciência e Tecnologia de Alimentos 2011
Online Access:	http://old.scielo.br/scielo.php?script=sci_arttext&pid=S0101-20612011000300003
Tags:	Add Tag No Tags, Be the first to tag this record!