Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom, South Africa

This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process

Karin Venter

2010

Scholarcy highlights

  • Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention-capturing packaging attributes
  • This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process
  • A qualitative, exploratory study was conducted by means of 25 semi-structured interviews and through the use of ambiguous mock packaging as a projective technique
  • Participants were questioned regarding their general perceptions of food packaging
  • Negative associations with packaging mostly entailed difficulty to handle the product, poor quality of the product and environmental problems. This study identifies those product attributes that participants regarded as the most important stimuli for forming positive perceptions regarding food packaging
  • These findings could be applied in a larger study of a quantitative nature, which will result in more positive consumer shopping experiences and consumer satisfaction regarding food packaging

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