The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

A. Eldesouky; A.F. Pulido; F.J. Mesias

doi:10.1111/joss.12162

journal article Jul 23, 2015

The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

A. Eldesouky A.F. Pulido F.J. Mesias

Journal of Sensory Studies Vol. 30 No. 5 pp. 360-369 · Wiley

View at Publisher Save 10.1111/joss.12162

Abstract

AbstractQualitative research techniques are frequently used as a means to understand consumers’ perceptions and behavior when it comes to food choice. Particularly, projective techniques have been increasingly used in marketing and consumer research. In this context, this study aims to evaluate two projective techniques – word association and completion techniques – to study consumers’ expectations about food packaging. Additionally, it is intended to assess how packaging and presentation format influence food purchase decisions. The results obtained from both methodologies suggest that handiness to open, resealability, packaging size and packaging material transparency are among the features most appreciated by consumers. Specifically, word association has facilitated the identification of a larger number of items, probably thanks to the nonrestricted response character of this technique. Conversely, completion methodologies, a stimuli‐guided technique, has resulted in a richer range of perspectives by consumers thank to the focus on different aspects of the problem.Practical ApplicationsRecent changes in eating habits and lifestyles are forcing the food industry to develop new foods or to improve existing products. In this context, sensory and nonsensory characteristics must be taken into account to meet consumer requirements. Packaging, especially, has become an important extrinsic quality cue which provides information not only about food but also about brand image or lifestyle. Nevertheless, the role of packaging and presentation format in the shaping of consumers’ preferences must be extensively assessed. In this article, we have used a qualitative research due to the complex aspects involved in the consumer/packaging relationship. The projective techniques used in this study proved to be suitable and, therefore, food companies could use them as a way to undertake preliminary researches about new packaging features or packaging materials. The information obtained is of great interest for food industries when planning to place new packaging formats in the market or to identify target markets.

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Details

Published: Jul 23, 2015
Vol/Issue: 30(5)
Pages: 360-369
License: View

Authors

A

A. Eldesouky

Departamento de Economía Escuela de Ingenierías Agrarias – Universidad de Extremadura Avda. Adolfo Suarez, s/n – 06007 Badajoz España

A

A.F. Pulido

Departamento de Economía Escuela de Ingenierías Agrarias – Universidad de Extremadura Avda. Adolfo Suarez, s/n – 06007 Badajoz España

F

F.J. Mesias

Departamento de Economía Escuela de Ingenierías Agrarias – Universidad de Extremadura Avda. Adolfo Suarez, s/n – 06007 Badajoz España

Funding

International Centre for Advanced Mediterranean Agronomic Studies and the Mediterranean Agronomic Institute of Zaragoza

Cite This Article

A. Eldesouky, A.F. Pulido, F.J. Mesias (2015). The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques. Journal of Sensory Studies, 30(5), 360-369. https://doi.org/10.1111/joss.12162

The Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

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