Influence of packaging attributes on perception of juice: Eye-tracking study

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F20%3A43918294" target="_blank" >RIV/62156489:43110/20:43918294 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.5219/1267" target="_blank" >https://doi.org/10.5219/1267</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5219/1267" target="_blank" >10.5219/1267</a>

Result language

angličtina

Original language name

Influence of packaging attributes on perception of juice: Eye-tracking study

Original language description

Today, consumers are increasingly aware of the impact that the fast and stressful way of life has on their health. They focus not only on physical activity, but also on a diet filled with fruits and vegetables. As a result, they often choose a tasty alternative which is one of the main sources of vitamins and nutrients - fruit juices. However, these products are often labeled as drinks with high amounts of sugar. Therefore, it is very important for these drinks to be perceived by the consumers as healthy and tasty, which is one of the most important features of their packages. Their goal is to appeal to customers, catch their attention and make them buy the product. One of the most convenient methods to study how packages appeal to customers is the eye-tracking method. The aim of this article is to find out how different attributes of packages can influence customers&apos; perception of the juice. The research was carried out in a form of eye-tracking experiment (A/B testing), which involved 38 participants at the age from 20 to 29 (generation Y). Results showed that lower color saturation significantly reduces the attention of individual packages and also reduces the influence of craving the juice as opposed to brighter colors. The importance of information on the back side was also confirmed, since moving the information from back to the front side did not show any significant decrease of the back side&apos;s attention span. Last but not least, it has been found out that the image type used on the orange juice package holds importance too, since photography of oranges led to a higher craving of the juice in comparison to the illustration of oranges. However, it was not proven that photographs of oranges held a higher attention span compared to the illustrations. The article contains demonstrable proof of individual package attributes&apos; influence on how generation Y consumers perceive the juice.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

<a href="/en/project/EF16_017%2F0002334" target="_blank" >EF16_017/0002334: Research Infrastructure for Young Scientists</a><br>

Continuities

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Potravinárstvo

ISSN

1338-0230

e-ISSN

—

Volume of the periodical

14

Issue of the periodical within the volume

1

Country of publishing house

SK - SLOVAKIA

Number of pages

8

Pages from-to

371-378

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85090289979