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Do we underestimate the power of packaging? Understanding the influence of chocolate packaging on consumers' quality perception and taste expectation.

Oduber, Gilliany (2016) Do we underestimate the power of packaging? Understanding the influence of chocolate packaging on consumers' quality perception and taste expectation.

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Abstract:The food industry is becoming more and more competitive. New products are entering supermarkets on a daily basis. With increasing variety and options for consumers, companies are eager to make their products stand out. Packaging is one of the most, if not the most essential factor for consumers when making a purchase. This study answers the research question: “To what extend does the colour, design complexity and country of origin of chocolate bars influence the quality perception of consumers’, taste expectation and ultimately their purchasing decision?” This study investigates to what extend the colour, complexity of the design and the country of origin affects the quality perception of consumers, their taste expectations and ultimately the purchasing intention of consumers. The results of the study show that the colour of a package has a significance influence on the quality perception and the taste expectation. The complexity of the design has neither significance influence on quality perception nor the taste expectation. However, it does have a significant effect on the purchase intention. As for the country of origin, it can be concluded that the country of origin has a significant influence on the quality perception and the purchase intention but not the taste expectation of consumers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71560
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