Should ice cream manufacturers use health-related claims on their Front-Of-Package to influence the perceived healthiness of their product and increase the purchase intention of consumers? / Antoine DELTOUR / 2020

Titre : Should ice cream manufacturers use health-related claims on their Front-Of-Package to influence the perceived healthiness of their product and increase the purchase intention of consumers? Type de document : Mémoire Auteurs : Antoine DELTOUR, Auteur Année de publication : 2020 Importance : 27 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 SANTE ; COMPORTEMENT DU CONSOMMATEUR ; EMBALLAGE Résumé : The increasing demand of consumers for healthier products have created new challenges for food manufacturers. The effectiveness of the Nutritional Fact Panel has been criticized for being too complex to understand and people do not always refer to the information provided on the NFP to make a decision. That’s why marketers have created new tools to communicate on the nutritional values associated with the consumption of their products. Two main tools can be identified: Front-Of-Package labels and health claims. Additionally, the ice cream market is experiencing an important debate about the incorporation and health- related benefits of probiotics. Scientists perceive ice cream as an interesting product to promote health- related benefits of probiotics. Thereby, it is also important to marketers to know if it is relevant to promote the presence of probiotics in their product. Previous papers highlight the fact that science-based nutrient content claims better fit with unhealthy products. For this reason, based on previous articles and documentations on the subject, we decided to focus our study on nutrient-content claims and more precisely on the effectiveness of two types of science-based claims: “Contain probiotics” & “25% less sugar”. The goal of this study was to highlight the effectiveness of these types of claims on the perceived healthiness and purchase intention of consumers for ice cream. To answer this question, we used a quantitative study by creating a questionnaire in order to collect data and to verify our hypothesis. The results showed that the presence of these types of claims does not lead to a better perceived healthiness and purchase intention for ice cream. However, we highlight the fact that the taste is an important factor in the decision-making process. For this reason, the claim about probiot Programme : PGE-Reims Spécialisation : Marketing - Parcours Brand Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529153