Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging
Nadeesha M. Gunaratne,
Sigfredo Fuentes,
Thejani M. Gunaratne,
Damir Dennis Torrico,
Caroline Francis,
Hollis Ashman,
Claudia Gonzalez Viejo,
Frank R. Dunshea
Affiliations
Nadeesha M. Gunaratne
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Sigfredo Fuentes
Corresponding author.; School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Thejani M. Gunaratne
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Damir Dennis Torrico
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Caroline Francis
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Hollis Ashman
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Claudia Gonzalez Viejo
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Frank R. Dunshea
School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, VIC 3010, Australia
Packaging is the first impression consumers have of food products which determines likelihood of purchasing. Therefore, the objective of this study was to evaluate the effect of chocolate packaging design on sensory liking and willingness to purchase (WTP) of consumers (n = 75) under three conditions:(1) blind [product], (2) packaging, and (3) informed [product and packaging]. The same chocolate tasted in (1) was wrapped in six different packaging concepts (bold, fun, every day, special, healthy, premium) developed based on TNS NeedScope™ model for (3). There were significant differences in liking towards taste based on packaging. Liking scores for (3) reduced when expectations created by packaging were not met. Regression analysis explained, taste had strongest association (r = 0.73) towards WTP. Cochran's Q and McNemar tests showed significant differences in frequencies of emotion-based terms between packaging and informed conditions. These findings can be used in product design to evaluate product attributes by enhancing emotional attachment towards chocolate.
