The importance of packaging in purchase and usage behavior for food products / Mégane LEMAIRE / 2018

Titre : The importance of packaging in purchase and usage behavior for food products Type de document : Mémoire Auteurs : Mégane LEMAIRE Année de publication : 2018 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management EMBALLAGE SECTEUR ; AGROALIMENTAIRE SECTEUR ; COMPORTEMENT DU CONSOMMATEUR Résumé : The purpose of this paper was to find out the extent to which food packaging have a full part to play in influencing consumers’ purchase and usage behavior. Using a veritable digest of many academic papers, this study evaluated the impact that packaging extrinsic cues have on consumers’ quality perception and overall attitude towards a product. Qualitative data included a reading of 23 articles based on research studies. The findings were analyzed under the light of in-depth understanding of the data. Results showed that the communication exchange between the package components and the consumers lead to the acceptability of products. A large proportion of consumers focus on branding and labelling elements as well as the country-of-origin to build their own quality perception and appreciation of the food offering. The achieved results following various readings acknowledged that these major packaging characteristics give a cognitive and emotional sense to consumers making comparisons of different products and lead the purchase intention. Therefore, the role of packaging extrinsic cues in influencing consumer purchase intention is well supported, being considered as a relevant factor in explaining purchase decision. Nevertheless, a distinction must be maintained between purchase intention and purchase decision. Purchase intention do not necessarily lead to purchase decision. Firms need to keep in mind this aspect when designing packaging and contents. They can engage in substantive market testing before launching a new product to measure the impact of product attributes on consumers’ purchase behavior. Note de contenu : Bibliogr. p. 20-23 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484778