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Package tactile experience on taste evaluation : the interaction of package material and environmental scent on a product’s- and its taste evaluation

Krause, R. G. (2017) Package tactile experience on taste evaluation : the interaction of package material and environmental scent on a product’s- and its taste evaluation.

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Abstract:Nowadays, it is challenging for consumers to decide which food product is actually healthy and which is not. However, also food manufacturers and marketers face the problem to design a healthy product in order to put it successfully on the market. The purpose of this research was to simplify consumers’ purchase decisions in order to guide them to the purchase of healthy food products. The study looked into the question whether the material and environmental scent affect the perception of consumers´ evaluations of healthy food products. The design was a 2 x 3 research model design. Data was collected through a questionnaire, which measured the perceived healthiness, general health interest, taste evaluation, product evaluation and the purchase intention. Results show a significant effect of package material influencing the taste evaluation. In addition, results show a statistically significant interaction effect of gender and scent on perceived healthiness, taste evaluation and purchase intention. This research helps marketers design healthy food products in a way, which increases consumers´ taste evaluation considering the use of different materials. The results of the interaction effect of gender and scent establish the opportunity to continue research on effects of scent.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general, 77 psychology
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74101
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