Role of Packaging and Presentation Format in Consumers’ Preferences for Food: An Application of Projective Techniques

• Published in: Journal of sensory studies Vol. 30; no. 5; pp. 360 - 369
• Main Authors: Eldesouky, A, Pulido, A.F, Mesias, F.J
• Format: Journal Article
• Language: English
• Published: Cincinnati Food & Nutrition Press 01.10.2015; Blackwell Publishing Ltd; Wiley Subscription Services, Inc
• Subjects: consumer preferences; consumers (people); eating habits; Food; food choices; food industry; food packaging; foods; lifestyle; markets; packaging materials; planning; qualitative analysis; Qualitative research; Target markets
• ISSN: 0887-8250; 1745-459X
• DOI: 10.1111/joss.12162

Qualitative research techniques are frequently used as a means to understand consumers’ perceptions and behavior when it comes to food choice. Particularly, projective techniques have been increasingly used in marketing and consumer research. In this context, this study aims to evaluate two projective techniques – word association and completion techniques – to study consumers’ expectations about food packaging. Additionally, it is intended to assess how packaging and presentation format influence food purchase decisions. The results obtained from both methodologies suggest that handiness to open, resealability, packaging size and packaging material transparency are among the features most appreciated by consumers. Specifically, word association has facilitated the identification of a larger number of items, probably thanks to the nonrestricted response character of this technique. Conversely, completion methodologies, a stimuli‐guided technique, has resulted in a richer range of perspectives by consumers thank to the focus on different aspects of the problem. PRACTICAL APPLICATIONS: Recent changes in eating habits and lifestyles are forcing the food industry to develop new foods or to improve existing products. In this context, sensory and nonsensory characteristics must be taken into account to meet consumer requirements. Packaging, especially, has become an important extrinsic quality cue which provides information not only about food but also about brand image or lifestyle. Nevertheless, the role of packaging and presentation format in the shaping of consumers’ preferences must be extensively assessed. In this article, we have used a qualitative research due to the complex aspects involved in the consumer/packaging relationship. The projective techniques used in this study proved to be suitable and, therefore, food companies could use them as a way to undertake preliminary researches about new packaging features or packaging materials. The information obtained is of great interest for food industries when planning to place new packaging formats in the market or to identify target markets.