Chicken nuggets packaging attributes impact on consumer purchase intention

AUTOR(ES)

SCHUCH, Alexia Francielli, SILVA, Ana Carla da, KALSCHNE, Daneysa Lahis, SILVA-BUZANELLO, Rosana Aparecida da, CORSO, Marinês Paula, CANAN, Cristiane

FONTE

Food Sci. Technol

DATA DE PUBLICAÇÃO

10/12/2018

RESUMO

Abstract The aim of this study was to evaluate the influence of chicken nuggets packaging attributes on Brazilian consumer purchase intention. Focus group technique was employed in order to identify the relevant packaging characteristics. Forty consumers were interviewed in six sessions where five different types of chicken nuggets packaging were evaluated. After identifying the most relevant parameters for the study (color, picture, brand, and price), the impact of each characteristic (factor) on the purchase intent was evaluated. The conjoint analysis technique was applied to 100 consumers data. Eight stimuli (labels) were prepared by combining two levels for each factor using a fractional factorial design 24-1. The price significantly influences at the time of purchase, which was quantitatively confirmed by the conjoint analysis, demonstrating the importance of a product supplied with a competitive market price. The picture influences at the time of purchase more than color and brand. Despite having less relative importance, warm colors and a brand already associated with the product might contribute positively to purchase intention.

Documentos Relacionados

• Determining Factors Affecting Consumer’s Decision to Purchase Organic Chicken Meat
• Consumer behavior: conditioners on the purchase decision of fluid milk
• The use of white striped chicken breasts on the quality of nuggets and hamburgers
• GREEN PRODUCTS: A CROSS-CULTURAL STUDY OF ATTITUDE, INTENTION AND PURCHASE BEHAVIOR
• Consumption attributes and preferences on medicinal and aromatic plants: a consumer segmentation analysis