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Effects of packaging design on sensory liking and willingness to purchase: A study using novel chocolate packaging

机译:包装设计对感官喜好和购买意愿的影响:使用新型巧克力包装的研究

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摘要

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.
机译:包装是消费者对食品的第一印象,它决定了购买的可能性。因此,本研究的目的是在以下三种情况下评估巧克力包装设计对消费者(n = 75)的感官喜好和购买意愿(WTP)的影响:(1)盲[产品],(2)包装, (3)知情的[产品和包装]。 (1)中品尝的相同巧克力被包装在基于(3)的TNS NeedScope™模型开发的六个不同的包装概念中(粗体,有趣,每天,特殊,健康,优质)。在基于包装的口味上有明显差异。如果未达到由包装产生的期望,则(3)的喜好评分会降低。回归分析说明,味觉与WTP的关联最强(r = 0.73)。 Cochran的Q和McNemar测试表明,在包装和知情条件下,基于情感的术语的频率存在显着差异。这些发现可用于产品设计中,通过增强对巧克力的情感依恋来评估产品属性。

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