Chicken nuggets packaging attributes impact on consumer purchase intention

SCHUCH, Alexia Francielli; SILVA, Ana Carla da; KALSCHNE, Daneysa Lahis; SILVA-BUZANELLO, Rosana Aparecida da; CORSO, Marinês Paula; CANAN, Cristiane

doi:10.1590/fst.41317

Acessibilidade / Reportar erro

Brasil

Food Science and Technology

Español English

Brasil

Español English

sumário « anterior atual seguinte »

Sumário

Original Article • Food Sci. Technol 39 (Suppl. 1) • June 2019 • https://doi.org/10.1590/fst.41317 copy

Chicken nuggets packaging attributes impact on consumer purchase intention

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

The aim of this study was to evaluate the influence of chicken nuggets packaging attributes on Brazilian consumer purchase intention. Focus group technique was employed in order to identify the relevant packaging characteristics. Forty consumers were interviewed in six sessions where five different types of chicken nuggets packaging were evaluated. After identifying the most relevant parameters for the study (color, picture, brand, and price), the impact of each characteristic (factor) on the purchase intent was evaluated. The conjoint analysis technique was applied to 100 consumers data. Eight stimuli (labels) were prepared by combining two levels for each factor using a fractional factorial design 2^4-1. The price significantly influences at the time of purchase, which was quantitatively confirmed by the conjoint analysis, demonstrating the importance of a product supplied with a competitive market price. The picture influences at the time of purchase more than color and brand. Despite having less relative importance, warm colors and a brand already associated with the product might contribute positively to purchase intention.

Keywords:
breaded chicken; label; consumer perception; focus group; conjoint analysis

Packaging / brand	Description ^a a All packagings presented nutritional information, preparation methods, home storage conservation, and customer service information.
A/1	Carton with a label printed directly on the paper box with dark blue and white core. Front illustrations: cut and whole cheese-filled nuggets filled (oozing) and ham, accompanied by radishes and yellow sauce with green spices. Back illustrations: the same as front illustrations. Front package information in black and white font colors
B/1	Carton with a label printed directly on the paper box with red and white colors. Front illustrations: whole nuggets on a plate and cut nugget pricked with a fork next to a sauce bottle.
C/2	Carton with a label printed directly on paper box with light green, blue, and white colors. Front illustrations: picture split into two sides, one side with whole nuggets on a plate accompanied by a tomato and small green leaves, and another one with a cut nugget stuck on the edge of a fork and a small picture of a family.
D/3	Carton with a label printed directly on the paper box with yellow, red, and white colors. Illustrations: a dish with nuggets and a small pink tomato with a branch of green leaves.
E/1	Carton with a label printed directly on the paper box with purple and white colors. Illustrations: whole star-shaped nuggets, with one held by a male cartoon character and a female cartoon character sitting on a swing. Vitamin source is presented on the front packaging.

Item	Nugget	Responses
Color (packaging, letters, or figures)	A	Lack of color to highlight packaging. Heavy color. Some consumers like the blue color, but they think it is a strong tone.
	B	Strong color, flashy, refers to the brand; good packaging color contrast with the company logo (light red to dark red); the packaging and writing, highlighting the information. Pretty color, easy-to-read information.
	C	Packaging color gives a feeling of lightness, pleasing to some consumers. The colors used could be stronger and more vivacious as they did not attract attention. The color used makes it look like a medicine carton. The blending of colors (green and blue) and the packaging color division did not please.
	D	The color attracts attention and is flashy. The white color of the information did not please. The combination of colors (yellow with red) pleased. Customer service information is highlighted in another color, which was considered easy to view.
	E	The color of the packaging did not please or call attention. The colors of the letters on the back of the packaging should be of a different color because they are difficult to see. The background color of the tables should be different from the box's color.
Figure	A	The photograph is clear and attractive. The barcode in heart form was considered creative and memorable. The accompanying figures pleased, but for some consumers, it would be better if it was just a green salad, because the product would be highlighted.
	B	The barcode in heart shape is creative. The smoke/steam is attractive, because it relates that the product is consumed hot. It has a recycling seal. The product design could be better. The letters above the product figure and the fork did not please. The accompaniments pleased.
	C	The figures distribution did not please. The nugget figure is not attractive and it gives a feeling of being ‘dry’.
	D	The company logo is well highlighted. The preparation method is well placed and in the form of figures. The nugget picture gives a feeling of being ‘dry’. Clean figure without writing above. The picture could have something more to be more attractive (cut nugget and smoke). The nuggets could be cut and be a more defined shape.
	E	The product remained in the background. Figures of children's cartoons are highlighted, but there is a lack of product figure emphasis. Figures were lost. Figures look like they were glued. Product name is very large and hid the product figure.
Information	A	Repeated information on both sides of the packaging. The preparation method is difficult to be visualized. The Braille writing pleased. The font sizes are larger and more readable.
	B	Legible letters. The title would be better with initial capital letters. The expiration date could be highlighted more. The Braille writing pleased. Information is well placed, and the tables were visible. The preparation method is written but easy to locate.
	C	The nutritional table is very small. The information has small letters. The expiry date was highlighted for easy viewing. The storage temperature is easy to see. The product's name in English did not please. Customer service information is difficult to see.
	D	Flashy and interactive preparation method. The presentation of other products of the brand was interesting. The nutritional information and expiration date could be higher, because there is space. The information is well placed.
	E	The expiration date is off and difficult to view. The information has very small letters. The nutritional table is hidden. The packaging is extravagant, with a lot of information and no organization. The vitamins and iron information pleased.

Attributes and levels	Part-worth ^* * Coefficients with a positive sign indicate a positive impact on consumer purchase intention. Different letters in the same column for the same attribute and group denote a significant difference (p<0.05) by Tukey’s and Fisher’s tests.
Attributes and levels	Group 1 (n = 56)	Group 2 (n = 33)	Group 3 (n = 11)
Packaging color
Cool (-1)	-0.10^a	0.08^a	-0.38^b
Warm (+1)	0.10^a	-0.08^a	0.38^a
Relative importance (%)	7.19	7.64	13.42
Picture
Basic (-1)	-0.49^b	0.93^a	0.28^a
Complete (+1)	0.49^a	-0.93^b	-0.28^a
Relative importance (%)	36.62	82.64	10.16
Brand
Associated (-1)	0.22^a	-0.00^a	0.51^b
Not associated (+1)	-0.22^b	0.00^a	-0.51^a
Relative importance (%)	16.56	0.69	18.29
Price
Cheaper (-1)	0.53^a	0.10^a	1.63^a
More expensive (+1)	-0.53^b	-0.10^a	-1.63^b
Relative importance (%)	39.63	9.03	58.13

Sociedade Brasileira de Ciência e Tecnologia de Alimentos Av. Brasil, 2880, Caixa Postal 271, 13001-970 Campinas SP - Brazil, Tel.: +55 19 3241.5793, Tel./Fax.: +55 19 3241.0527 - Campinas - SP - Brazil
E-mail: revista@sbcta.org.br

Acompanhe os números deste periódico no seu leitor de RSS

[1] * Corresponding author: rosanabuzanello@gmail.com