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The effects of package materials in combination with food labels on consumers’ product perception

Nijkamp, R.M. (2017) The effects of package materials in combination with food labels on consumers’ product perception.

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Abstract:In this study, the influences of package materials and food labels on consumers’ product expectations and product perception of coffee and coffee beans are investigated. In a 2 (package material: a rough and matt surface versus a smooth and glossy surface) x 3 (food label: eco-friendly versus quality versus basic label) design, 180 respondents evaluated a package of coffee beans and the coffee in a taste experiment. The respondents were split up in two groups: high- and low involved consumers. It is found that consumers perceived the rough and matt packaging as more eco-friendly and are more positive about the taste in this condition. The food labels have a strong positive as well. What is interesting, is that in many cases it was not important what kind of food label was presented on the packages, but that there was a food label presented. There is also an interaction effect found that show that congruence between the package material and the food label is important when it comes to the perceived quality. Finally, it was found in the rough and matt condition that the high involved consumers were more positive about the product as compared to the low involved consumer.
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/74292
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