INFLUENCE OF PACKAGING ON CONSUMER BEHAVIOR

Abstract

The packaging and label have fundamental importance in the choice during the purchase, because it represents the first contact between consumer and product. The aim of this study was to analyze the influence of packaging milk in consumer behavior and point through the opinions and attitudes of the respondents which the packaging is most desirable. They were randomly selected four packs of UHT milk/full of different brands, and raised the demographic characteristics of 60 participants who participated in its entirety, the technique of sensory analysis, and of these, 37 were also selected to participate in the technical group focus. The results suggest the focus group participants' preference for attractive packaging, with a lively and colorful look (that goes to the farm and the source of milk), and secure closures (screw) that bring comfort and practicality, with a preference for longitudinal size. The price and expiration date, although not mentioned in the script of questions, were the attributes that drew the most attention in the opinion of respondents. Participants also reported they feel is important information about the product described in the package, but would like it to be more readable and explanatory. Through the technique of sensory analysis, participants perceptions about brands, showed great influence on product choice and even interfered with the taste of the tasters. The intent to purchase milk brands, were once again significant at the time of purchase of this product.