Consumer Sensitivity Towards Label Information and Logos on Food Packages: A Case of Samsun Province, Turkey

Abstract

Today's changing socio-economic conditions and increasing food related disorders provide social awareness and consumers to be more sensitive when purchasing food. The aim of this research is to determine the consumer sensitivity towards the label information and logos on the packages, which have a significant impact on the consumers' food purchasing decision. The research material consists of the data obtained from the surveys conducted with 384 consumers residing in the urban area of Samsun. The results showed that expiration date (4.50), packaging durability (4.11) and brand name (3.92) were the subjects that consumers pay the most attention when purchasing food. TSE (Turkish Standards Institution) (31.8%), halal food (26.6%) and recyclable packaging (25.3%) are the most known logos on food packaging by consumers. Label information and logos on food packages are the most easily accessible information tools for consumers in their purchasing decisions. For this reason, label information and logos must be accurately understandable by the general consumer. Mass media, which are widely used today, can be used intensively in raising awareness of consumers in this regard. In addition, taking into account the power provided by the wide communication network among consumers and determining a marketing approach focused on consumer expectations will provide a significant competitive advantage to food manufacturers.

Keywords

• food
• packaging
• label information
• logo
• consumer sensitivity