How packaging design influences pricing impressions and product evaluations in the food industry

Abstract

This paper analyses the perception of packaging and its influence on the cognitive and emotional aspects of the buying choice. Nowadays, aside from a good price point, it is essential to have packaging with an attractive design to be selected by the consumer at the point of sale. During the selection process, consumers will consider some particular elements shown on the packaging such as the production location, the brand name, logo and price in some cases. These specifications can strongly affect the customer’s choice. This study focuses on niche brands of pasta that are not known internationally, which means that the respondents will have to choose from unique or unknown brands they probably have not previously bought and have no previous experience with. For this study, we selected three packages of pasta from three different brands, each with different characteristics and prices. It is possible to give the candidate choices very similar to those that occur during the buying process. This study emerged from two separate studies. The first used an eye-tracking system with an accompanying survey to understand scientifically what package elements are most attractive to the consumer and then compared the data with the survey responses. In the second study, the same survey is distributed online to validate the first study and to see if the main elements of the first study are confirmed. Additionally, the consumer’s choice can be compared between the pre-price and post-price phases. In these studies, it was interesting to understand which communication aspects primarily influenced the consumer but were not part of the decision-making process of the respondent. Good communication between the brand and the customer through package design is essential to evaluate the perception of the product’s value and how the candidate’s choice changes when they are aware of the price in addition to the other elements. This is really important for marketing managers and finance managers to understand the proper communication and the correct pricing for these specific products and how this element increases or decreases the level of quality assumed by the consumer.