Impact of the packaging of plain soymilk on the intention to purchase of the consumer

The objective of this work was to evaluate the intention to purchase plain soymilk by correlating it with packaging characteristics through the conjoint analysis. Survey of attributes occurred by focus group (41 participants) and five samples of Brazilian original soymilk. Main attributes that inter...

Full description

Bibliographic Details
Main Authors:	dos Santos Baleroni, Pedro Augusto, de Toledo Benassi, Marta, Moreira Terhaag, Marcela, Corso, Marines Paula
Format:	Online
Language:	English
Published:	Facultad de Ciencias Exactas, Químicas y Naturales 2021
Subjects:	Frupo de foco análise conjunta de fatores comportamento preferência Focus group conjoint analysis behavior preference Grupo de discusión análisis conjunto comportamiento preferencia
Online Access:	https://www.fceqyn.unam.edu.ar/recyt/index.php/recyt/article/view/671

_version_	1824325873990369280
author	dos Santos Baleroni, Pedro Augusto de Toledo Benassi, Marta Moreira Terhaag, Marcela Corso, Marines Paula
author_facet	dos Santos Baleroni, Pedro Augusto de Toledo Benassi, Marta Moreira Terhaag, Marcela Corso, Marines Paula
author_sort	dos Santos Baleroni, Pedro Augusto
collection	Revista de Ciencia y Tecnologia RECyT
description	The objective of this work was to evaluate the intention to purchase plain soymilk by correlating it with packaging characteristics through the conjoint analysis. Survey of attributes occurred by focus group (41 participants) and five samples of Brazilian original soymilk. Main attributes that interfered in the purchase decision: brand, presence of nutritional appeal, type of illustration of glass containing beverage and background color. Attributes were combined to generate eight packaging proposals, evaluated by 86 participants. SAS was used for data analysis, 85 of which were consistent. Participants were grouped by similarities/dissimilarities in three groups: G1 (48 participants), G2 (31) and G3 (6). G1 preferred packaging containing nutritional appeal and light background, being influenced by the brand. G2 opted for packaging containing nutritional appeal, lesser-known brand and filled glass. G3 preferred the presence of nutritional appeal, lesser known brand, full glass and dark background. Presence of nutritional appeal is the factor that most impacts the purchase decision, but the brand, type of glass illustration and background color are relevant. Packaging with the presence of nutritional appeal, glass with full filling and clear background is more likely to be of interest to consumers.
format	Online
id	ojs-article-671
institution	Facultad de Ciencias Exactas Quimicas y Naturales
language	English
publishDate	2021
publisher	Facultad de Ciencias Exactas, Químicas y Naturales
record_format	ojs
spelling	ojs-article-6712022-05-10T17:54:28Z Impact of the packaging of plain soymilk on the intention to purchase of the consumer Impacto del envase de la leche de soja natural en la intención de compra del consumidor Impacto da embalagem de bebida de soja sabor original na intenção de compra de consumidores dos Santos Baleroni, Pedro Augusto de Toledo Benassi, Marta Moreira Terhaag, Marcela Corso, Marines Paula Frupo de foco análise conjunta de fatores comportamento preferência Focus group conjoint analysis behavior preference Grupo de discusión análisis conjunto comportamiento preferencia The objective of this work was to evaluate the intention to purchase plain soymilk by correlating it with packaging characteristics through the conjoint analysis. Survey of attributes occurred by focus group (41 participants) and five samples of Brazilian original soymilk. Main attributes that interfered in the purchase decision: brand, presence of nutritional appeal, type of illustration of glass containing beverage and background color. Attributes were combined to generate eight packaging proposals, evaluated by 86 participants. SAS was used for data analysis, 85 of which were consistent. Participants were grouped by similarities/dissimilarities in three groups: G1 (48 participants), G2 (31) and G3 (6). G1 preferred packaging containing nutritional appeal and light background, being influenced by the brand. G2 opted for packaging containing nutritional appeal, lesser-known brand and filled glass. G3 preferred the presence of nutritional appeal, lesser known brand, full glass and dark background. Presence of nutritional appeal is the factor that most impacts the purchase decision, but the brand, type of glass illustration and background color are relevant. Packaging with the presence of nutritional appeal, glass with full filling and clear background is more likely to be of interest to consumers. El objetivo de este trabajo fue evaluar la intención de compra de la leche de soja natural correlacionándola con las características del envase a través del análisis conjunto. El estudio de los atributos se realizó mediante un grupo focal (41 participantes) y cinco muestras de leche de soja original brasileña. Principales atributos que interfirieron en la decisión de compra: marca, presencia de atractivo nutricional, tipo de ilustración del vaso que contiene la bebida y color de fondo. Los atributos se combinaron para generar ocho propuestas de envase, evaluadas por 86 participantes. Se utilizó SAS para el análisis de los datos, 85 de los cuales fueron consistentes. Los participantes se agruparon por similitudes/disimilitudes en tres grupos: G1 (48 participantes), G2 (31) y G3 (6). El G1 prefirió un envase que contuviera un atractivo nutricional y un fondo claro, estando influenciado por la marca. El G2 optó por un envase con atractivo nutricional, una marca menos conocida y un vaso relleno. El G3 prefirió la presencia del atractivo nutricional, la marca menos conocida, el vaso lleno y el fondo oscuro. Objetivou-se neste trabalho avaliar a intenção de compra de bebidas de soja sabor original correlacionando-a com características da embalagem por meio da análise conjunta de fatores. Levantamento dos atributos ocorreu por grupo de foco (41 participantes) e cinco amostras de bebida de soja brasileiras. Principais atributos que interferiam na decisão de compra: marca, presença de apelo nutricional, tipo da ilustração de copo contendo bebida e cor do fundo. Atributos foram combinados gerando oito propostas de embalagens, avaliadas por 86 participantes. Usou-se o SAS para análise dos dados, sendo 85 destes consistentes. Agruparam-se participantes por similaridades/dissimilaridades em três grupos: G1 (48 participantes), G2 (31) e G3 (6). G1 preferiu embalagem contendo apelo nutricional e fundo claro, sendo influenciado pela marca. Já o G2 optou por embalagem contendo apelo nutricional, marca menos conhecida e copo preenchido. G3 preferiu presença de apelo nutricional, marca menos conhecida, copo cheio e fundo escuro. Presença do apelo nutricional é o fator que mais impacta na decisão de compra, mas a marca, tipo de ilustração de copo e cor do fundo são relevantes. Embalagem com presença do apelo nutricional, copo com preenchimento total e fundo claro tem maior probabilidade de interesse de compra pelos consumidores. Facultad de Ciencias Exactas, Químicas y Naturales 2021-11-15 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://www.fceqyn.unam.edu.ar/recyt/index.php/recyt/article/view/671 10.36995/j.recyt.2021.36.006 Argentine Journal of Science and Technology; Vol. 36 No. 1 (2021); 46-52 Revista de Ciencia y Tecnología; Vol. 36 Núm. 1 (2021); 46-52 1851-7587 0329-8922 eng https://www.fceqyn.unam.edu.ar/recyt/index.php/recyt/article/view/671/692 https://www.fceqyn.unam.edu.ar/recyt/index.php/recyt/article/view/671/682 Derechos de autor 2021 Pedro Augusto dos Santos Baleroni, Marta de Toledo Benassi, Marcela Moreira Terhaag, Marines Paula Corso https://creativecommons.org/licenses/by-nc/2.5/ar/
spellingShingle	Frupo de foco análise conjunta de fatores comportamento preferência Focus group conjoint analysis behavior preference Grupo de discusión análisis conjunto comportamiento preferencia dos Santos Baleroni, Pedro Augusto de Toledo Benassi, Marta Moreira Terhaag, Marcela Corso, Marines Paula Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title	Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title_alt	Impacto del envase de la leche de soja natural en la intención de compra del consumidor Impacto da embalagem de bebida de soja sabor original na intenção de compra de consumidores
title_full	Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title_fullStr	Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title_full_unstemmed	Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title_short	Impact of the packaging of plain soymilk on the intention to purchase of the consumer
title_sort	impact of the packaging of plain soymilk on the intention to purchase of the consumer
topic	Frupo de foco análise conjunta de fatores comportamento preferência Focus group conjoint analysis behavior preference Grupo de discusión análisis conjunto comportamiento preferencia
topic_facet	Frupo de foco análise conjunta de fatores comportamento preferência Focus group conjoint analysis behavior preference Grupo de discusión análisis conjunto comportamiento preferencia
url	https://www.fceqyn.unam.edu.ar/recyt/index.php/recyt/article/view/671
work_keys_str_mv	AT dossantosbaleronipedroaugusto impactofthepackagingofplainsoymilkontheintentiontopurchaseoftheconsumer AT detoledobenassimarta impactofthepackagingofplainsoymilkontheintentiontopurchaseoftheconsumer AT moreiraterhaagmarcela impactofthepackagingofplainsoymilkontheintentiontopurchaseoftheconsumer AT corsomarinespaula impactofthepackagingofplainsoymilkontheintentiontopurchaseoftheconsumer AT dossantosbaleronipedroaugusto impactodelenvasedelalechedesojanaturalenlaintenciondecompradelconsumidor AT detoledobenassimarta impactodelenvasedelalechedesojanaturalenlaintenciondecompradelconsumidor AT moreiraterhaagmarcela impactodelenvasedelalechedesojanaturalenlaintenciondecompradelconsumidor AT corsomarinespaula impactodelenvasedelalechedesojanaturalenlaintenciondecompradelconsumidor AT dossantosbaleronipedroaugusto impactodaembalagemdebebidadesojasabororiginalnaintencaodecompradeconsumidores AT detoledobenassimarta impactodaembalagemdebebidadesojasabororiginalnaintencaodecompradeconsumidores AT moreiraterhaagmarcela impactodaembalagemdebebidadesojasabororiginalnaintencaodecompradeconsumidores AT corsomarinespaula impactodaembalagemdebebidadesojasabororiginalnaintencaodecompradeconsumidores

Impact of the packaging of plain soymilk on the intention to purchase of the consumer

Similar Items