Atributos na embalagem de nuggets de frango e fatores que impactam na intenção de compra do consumidor

Abstract

Several studies in the area of food have been conducted in order to observe the influence of packaging and the information contained in the consumer's purchase intention. The aim of this study was to evaluate the influence of the attributes of packaging in consumer purchase intent of chicken nuggets by the techniques of focus group and conjoint analysis. First, for the analysis of focus group participated in the evaluation 40 people being held 6 sessions of interviews with about 5-8 people each, with a maximum duration of 90 minutes. Five packs of chicken nuggets trademark without price indication were presented sequentially in each participant. For the choice of packaging, the criterion was to present different characteristics with respect to size, color, composition, information, pictures, letters, etc. After identifying the characteristics relevant to the packaging of chicken nugget through focus group was conducted to quantify the impact of each trait (factor) using the technique of conjoint analysis factors. Eight images of packages were prepared by combining two levels for each factor, using a 24-1 fractional factorial design. The intent to purchase different packages of 100 participants were evaluated in 10 sessions, with approximately 10 people per session using a 7-point scale structured ends anchored in the expressions "permanently buy" and "definitely not buy." Statistical analyzes were performed using procedures and Transreg Cluster of SAS. The consumers were divided into four groups according to their similarity in the process of buying decision. The attribute low price was the factor that most influenced the purchase decision of the consumer, another attribute that had significance in the choice was the image. The color had little influence in the selection process, however, was quite a feature addressed in the focus group sessions. The attributes that exerted more influence on purchase intention was the price and image. Through research was identified through the analysis employed, the factors that most influence the purchase decision of consumers.