Consumer perception: attributes considered important in packaging

Abstract

Packaging has been considered the main vehicle for sales, brand building and product identity, since it is the first contact with the product that the consumer has, it is fundamental when choosing and buying a product. In this sense, the packaging is a silent salesperson, because it is up to the package to attract attention, create interest and desire, show the quality of the product and close the sale within seconds. Packaging has contributed to corporate communication with consumers; it provides product protection, storage and convenience, as products move through the value chain. Thinking about it, the product cannot be planned separately from its packaging, and it should not be defined based only on engineering, marketing, communications or economics. The packaging concept has expanded and gained product status; packaging is able to communicate the same language of convenience wherever it goes. Today, packaging industries are taking advantage of this opportunity to differentiate their products through packaging, finding that it is not enough for the package to be beautiful, unbreakable, or preserve the flavor and freshness of foods. Within this context, the objective of this research is to analyze, from the point of view of consumers, the most important product packaging attributes at the time of purchase. For this purpose, the data obtained in this study was run through the Statistica 8.0 and SPSS 16 (Statistical Package Social Sciences) software’s.

Keywords

• Embalagens. Análise fatorial. Consumidor. Marca. Comunicação.