TY - JOUR
T1 - Effects of packaging design on sensory liking and willingness to purchase
T2 - A study using novel chocolate packaging
AU - Gunaratne, Nadeesha M.
AU - Fuentes, Sigfredo
AU - Gunaratne, Thejani M.
AU - Torrico, Damir Dennis
AU - Francis, Caroline
AU - Ashman, Hollis
AU - Gonzalez Viejo, Claudia
AU - Dunshea, Frank R.
N1 - Publisher Copyright:
© 2019
PY - 2019/6
Y1 - 2019/6
N2 - 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.
AB - 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.
KW - Food Science
KW - Psychology
UR - http://www.scopus.com/inward/record.url?scp=85067066159&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067066159&partnerID=8YFLogxK
U2 - 10.1016/j.heliyon.2019.e01696
DO - 10.1016/j.heliyon.2019.e01696
M3 - Article
AN - SCOPUS:85067066159
SN - 2405-8440
VL - 5
JO - Heliyon
JF - Heliyon
IS - 6
M1 - e01696
ER -