Consumers' perceptions of food packaging: an exploratory investigation in Potchefstroom,South Africa

Consumers form perceptions of various food products through their comprehension of the visual stimuli on food packaging that attract their attention. These perceptions directly affect their purchasing decision at the point of purchase, which emphasizes the importance of attention‐capturing packaging attributes. However, little research is available regarding consumers' perceptions of food packaging, especially in the South African context. This study aimed to explore a sample of South African consumers' perceptions of food packaging and how these perceptions were formed through the perceptual process. A qualitative, exploratory study was conducted by means of 25 semi‐structured interviews and through the use of ambiguous mock packaging as a projective technique. Participants were questioned regarding their general perceptions of food packaging. The attention‐capturing ability of packaging as well as consumers' interpretation of this packaging after exposure to the mock packaging was also discussed. Findings from the study indicated that participants mainly based their perception of food packaging on its functional (being purposive, recyclable and informative) and physical attributes (being attractive, of high quality and hygienic). This study also indicated that information and visual attributes of packaging are important to gain consumers' attention in‐store. Participants' comprehension of packaging included general associations of specific food products with certain types of packaging, such as associations with quality and shelf life. Negative associations with packaging mostly entailed difficulty to handle the product, poor quality of the product and environmental problems. This study identifies those product attributes that participants regarded as the most important stimuli for forming positive perceptions regarding food packaging. It is important for manufacturers to pay attention to the information on perceptions that was gained in this study, as it might help them to create packaging that better fulfil consumer needs. These findings could also be applied in a larger study of a quantitative nature, which will ultimately result in more positive consumer shopping experiences and consumer satisfaction regarding food packaging.     

Consumer preferences and physical evaluation of shortbread stored in different packaging

The work aimed to assess the quality of crackers and sponge, vanilla and butter biscuits stored for 28 days in an original packaging, plastic box (Polypropylene 0.2 mm), food film (HDPE 10 mm) and paper bag. Sensory tests did not prove influence of packaging on the product quality. The authors observed: water desorption for sponge biscuits (ca. 5%), water absorption of 0.06%–1.84% for other biscuits, hardness increase of 20% ÷ 40% for sponge biscuits, hardness decrease by 10% ÷ 23% for vanilla biscuits, hardness increase for crackers in original packaging (+46%) and paper bag (+20%), hardness decrease for samples in food film (‐ 8%) and plastic box (?26%), hardness change for butter biscuits (from +9% to ?15%). Complex assessment proved that HDPE film and PP box most effectively protected the product against the environmental influence. Lengthening the biscuit lifetime requires introduction of innovations regarding the manufacturing technology and packaging design/structure. Presented tests indicate both the advantages and disadvantages of typical packaging, seen from the consumer perspective. It must be remembered that “manufacturer”—“consumer requirements” relation is one of the most important stages of product assessment and development. The authors believe that the obtained results are useful for packaging producers that are new on the market, but also for those which are experienced.     

Food safety knowledge and practices of consumers in the U.S.A.

Use of safe food handling practices in the home could reduce the number of foodborne illnesses. The objective of this project was to obtain baseline data on the safe food handling knowledge and practices of consumers to aid in the development of effective educational programmes. A food handling questionnaire was developed and completed by 426 Nebraskan respondents. Knowledge and practice questions were based on the most important contributory factors in reported foodborne illness outbreaks. Knowledge scores (correct responses) ranged from 2 to 29 with a mean of 20 ± 4. When compared with the knowledge score, the respondents' education level, where they lived and their sex were statistically significant. Almost all (96%) of the respondents stated that they practised safe food handling when persons were infected. Approximately half of the respondents indicated that they practised safe food handling when handling contaminated raw foods and using foods from unsafe sources. About 45% of the respondents inappropriately left foods at room temperature. One-third of the survey respondents improperly held hot foods. Cross-contamination was a concept understood by 75% of the respondents. Results indicate that food safety education should be targeted on specific groups who are less knowledgeable about safe food handling practices. Results also indicate that a number of respondents knew proper food handling concepts but did not put those concepts into practice. Therefore, increasing the adoption of safe food handling practices by consumers should become an important aspect for educators in food safety educational programmes.     

The relationship between nutrition knowledge and food behaviour among Finnish homemakers

The purpose of this study was to understand how the different domains of nutrition knowledge are related to health-oriented food behaviour and how both of these are related to socioeconomic factors. The studied population of homemakers (n = 647) answered a mailed questionnaire gathering socioeconomic data, food use data and data on nutrition knowledge. Items measuring both food behaviour and nutrition knowledge were chosen in the areas of fats and dietary energy because of their importance in the Finnish nutrition recommendations. The household context was chosen to increase the understanding of the knowledge-behaviour relationship in everyday settings. The major findings were: nutrition - related beliefs were the best predictors of health-oriented food behaviour (h.o.f.b.); factual knowledge had only weak connections with h.o.f.b.; education and income had stronger connections with h.o.f.b. than factual knowledge; and the connection of practical knowledge oriented with childhood implied that a homemaker's food behaviour was linked with habits adopted from childhood.     

Food shopping behaviour in Scotland: the influence of relative rurality

Despite a number of studies investigating consumer food purchase behaviour, few studies actually address the nature of the rural consumer. This may have implications for the generalization of much research on food purchase behaviour, as official estimates of the UK rural population vary between 8.5% and 24%. This paper compares and contrasts the food shopping behaviour of customers in rural and urban areas in Scotland. Particular focus is given on respondent characteristics, attitudes towards rural and urban locations, distance travelled for food shopping purposes and store patronage. Results from the research emphasize the notion that rural and urban retailing should be conceptualized as a continuum rather than being regarded as dichotomous, and a conceptual framework is proposed.     

Consumers’ Opinions and Use of Food Labels,Nutrition, and Health Claims: Results from Turkey

This study was conducted to reveal Turkish consumers’ (18–65 years residing 10 cities, n = 1200) opinions and use of food labels, nutrition, and health claims. The majority of both females and males (64.7%, 68.2%) seldom read food labels. Risk for not paying attention to food labels was increased 1.287-fold when the gender was male. The percentage of reading food labels increases as education and income levels of individuals increase (p < 0.05). Expiry dates of foods were the most frequent read item on labels (58.0%). Males mostly read information on label to learn the price of the food (71.0%) while females read it to learn the energy value of food (79.0%). Females had more knowledge on nutrition claims compared to males (p < 0.05). The nutrition claims, which were most frequently read by females and males, were trans fat free (23.5%, 21.0%) and low fat/fat free (23.3%, 20.5%). The claim organic was paid most attention on fruit and vegetables (52.0%). The claim “low cholesterol contributes to maintenance of cardiovascular-health” was the most common health claim read. In summary, Turkish consumer’s behaviour of reading labels and nutrition-health claims could change according to some sociodemographic factors and food products.     

自动顶空-气相色谱法测定胶囊中9种残留溶剂

[目的]建立自动顶空-气相色谱法测定胶囊中9种残留溶剂的分析方法。[方法]准确称取样品于顶空瓶中,加入N,N二甲基乙酰胺,加盖密封,放入自动顶空进样器,供气相色谱分析,外标法定量。对不同极性色谱柱进行选择性实验,最终采用DB-624毛细管柱和氢火焰离子化检测器测定,同时对平衡温度和平衡时间等顶空条件以及色谱条件进行优化。[结果]9种溶剂在各自的浓度范围内呈良好的线性关系,相关系数为0.9847-9986,平均回收率为84%-105%,相对标准偏差为0.29%-1.72%。[结论]该方法简便、快速、灵敏、准确,适合胶囊中9种残留溶剂的测定。     

Exploring consumers' preferences with regard to department and specialist food stores

Consumers' lifestyle changes and striving towards better time management have resulted in the greater choice they are offered with regard to store formats. Therefore, this study was undertaken to identify the factors that influence consumers in their patronage of a particular store format and to categorize department and specialist food store consumers according to their preferences in store layout and product range in a South African context. A qualitative research approach was used and data were collected using semi‐structured interviews with open‐ended questions. Purposive sampling recruited participants shopping for food in a department store in Johannesburg. Forty semi‐structured interviews were conducted before data saturation was reached. Store‐related factors such as store location, appearance and hygiene, service quality, convenience of trading hours, and consistency in store layout predominantly influenced participants in their patronage of a specific store format. Furthermore, product‐related factors such as quality, price, product range and convenient packaging enhanced consumers' store preference. Department store consumers were orientated towards one‐stop shopping and time‐saving strategies, while specialist food consumers were focused on food shopping and the trading hours of the store. Although similarities in participants' preferences with regard to department and specialist food store were found, different preferences were found regarding the placement of specific items within the store. Participants had similar preferences regarding the product range of a food store. However, department store participants emphasized the provision of convenience food and non‐food items. The findings of this study are valuable in providing department and specialist food store retailers with guideline recommendations regarding store layout and product range in order to effectively respond to the needs and preferences of consumers within an emerging economy.     

Temperatures,cleanliness and food storage practises in domestic refrigerators in Serbia,Belgrade

Consumers’ knowledge about proper household practises during food handling and storage are deemed insufficient. Therefore, the aim of our study was to investigate the conditions of food storage in refrigerators (temperature, hygienic and storage conditions) and consumer knowledge about good practises. This study included 100 households from the Belgrade area. All participants were interviewed using a standardized questionnaire. The internal temperature of refrigerators was measured at three points: the top and bottom shelves and the refrigerator door. The average temperature in the refrigerators was 9.3°C. The average temperature recorded in the refrigerator doors was significantly higher (P < 0.01) than temperatures recorded on the top or bottom shelves. The age and design of refrigerators, and potential heat source near refrigerator can impact the refrigerator temperature. In 50% of the surveyed refrigerators, food storage practises were incorrect. More than a half (56%) of the surveyed consumers were aware of the recommended refrigerator temperature, but measured temperature in their refrigerators was considerably higher. The results from our study indicate that knowledge of recommended behaviour about good food safety practise do not always translate into practise in the home.     

A comparison and evaluation of research methods used in consumer food safety studies

Worldwide incidence of food‐borne disease has increased in recent years and data suggest that inadequate food‐handling behaviour in the domestic environment may be an important factor. As a consequence of this, research into aspects of consumer food safety has been undertaken, especially in the UK and USA. The overall aims of conducting such research have been to investigate aspects of consumer food safety behaviour and to utilize information in the development of effective food safety education initiatives. In the past 25 years, 87 consumer food safety studies have been undertaken using different research methodologies; 75% utilized survey techniques (questionnaires and interviews), 17% were based on direct observation, and 8% utilized focus groups. The advantages and disadvantages of the different research methods used are discussed. Similarly, different forms of reliability and validity have been considered in the context of each research method used. A comparison of results from consumer food safety studies has shown that use of different research designs and approaches has resulted in differences in the findings about consumer food safety behaviour. Survey responses have provided a more optimistic portrayal of consumer food safety behaviour than data obtained from focus groups and direct observation. Although consumers have demonstrated knowledge, positive attitudes and intentions to implement safe practices, substantially larger proportions of consumers have been observed to implement frequent malpractices. This suggests that observational data provide the most reliable information denoting consumers’ actual food safety behaviour and should be used preferentially with risk‐based data for the design of communication strategies.     

An empirical analysis of buying behaviour in UK high street womenswear retailing using the Dirichlet model

Clothes shopping behaviour is thought to be characterized by a high degree of segmentation but there appears to be little previous research to validate these assumptions. In addition, the belief that clothes shoppers are fickle has led to scepticism regarding the ability of empirical models to analyse consumer behaviour in this sector. However, an empirical analysis of 'Fashiontrak' data compiled by Taylor Nelson Sofres plc using the Dirichlet model highlights regular and predictable patterns of consumer behaviour; there appears to be little difference between how shoppers frequent womenswear retailers and how they buy fast-moving consumer goods brands despite major structural differences between the two (such as purchase frequency, pricing levels, durability of the product). The implications that these observations have on customer loyalty, marketing planning, store patronage and store location and performance planning are discussed.     

Consumer understanding,perceptions and behaviours with regard to environmentally friendly packaging in a developing nation

There has been very little research conducted into sustainable consumption patterns, knowledge and attitudes in relation to environmentally friendly packaging in South Africa. Market research that has been conducted in relation to sustainable consumption has largely been based on overseas studies and is therefore limited in that its reflection of information is from a first world country perspective. Environmental knowledge has been found to impact environmentally friendly behaviour both directly and indirectly. Both quantitative and qualitative data were collected to investigate South African respondents' understanding (knowledge) and perceptions of environmentally friendly packaging as well as the extent to which they exhibited green behaviour with regard to environmentally friendly packaging activities such as reusing and recycling. The data gathered for this study were collected by means of a questionnaire distributed to respondents using snowball sampling through Facebook networks. The snowball sample required respondents to answer the questionnaire and pass it on to other Facebook users. The unique benefit of this study is that it is conducted in a developing nation where issues such as sustainable consumption are new and evolving. There is limited promotion or implementation of environmentally responsible practices by authorities or industry. South African consumers in this study were found to exhibit limited knowledge of what environmentally friendly packaging is, how to differentiate it from normal packaging, as well as its benefits. However, actions are even less evident with regard to environmentally friendly packaging. Recommendations of how to improve knowledge as well as facilitate purchase of environmentally friendly packaging are provided.     

Consumers' experiences of cold chain food packaging: A qualitative study among women in South Africa

Food packaging defines a product's uniqueness and strengthens consumers' relationship with a brand, in this way offering functional and experiential benefits. Although cold chain food is predicted to become even more important to consumers, consumers' experiences of the packaging of these products have been neglected in the literature. Thus, this exploratory study investigated these experiences of female participants in Potchefstroom, South Africa, using semi‐structured interviews and a projective technique assisted by ambiguous mock packaging. The findings reveal that despite marketers' intention to use packaging to lure consumers to purchase food products, participants also valued functionality and quality in cold chain food packaging. This study also identified a dislike of carton boxes and preference for plastic bottles for this kind of packaging, as well as further negative and positive characteristics for consideration by manufacturers. Although brand loyalty and price sensitivity were stronger considerations for some participants than the packaging, the latter seemed to play a pre‐eminent role in most participants' purchasing decisions. Therefore, it is recommended that when designing packaging for frozen and refrigerated foods, product developers and manufacturers should take into account consumers' experiences, requirements and needs of the packaging specific to cold chain food. Our research offers a starting point for designing cold chain food packaging that complies as closely as possible with consumers' expectations.     

Consumers’ attitudes,knowledge, self‐reported and actual hand washing behaviour: a challenge for designers of intervention materials

Cross contamination by microbial pathogens in the kitchen environment may play an important role in many cases of food borne illnesses. Hand washing has been shown to be one of the most important factors in controlling the spread of microorganisms and in preventing the spread of disease. However, educational campaigns such as distribution of information leaflets, workshops, performance feedback and lectures have been, at best, associated with a transient improvement in compliance rates. In addition, the majority of research investigating UK consumers’ food safety behaviour has examined self‐reported as opposed to actual hand washing behaviour. This research utilises psychological theory in an attempt to understand how one might design a more effective hand washing campaign. Social cognition models were utilised to explore the relationship between consumers’ knowledge, attitudes, self‐reported and actual hand washing behaviour. The research was conducted in two stages. Firstly, salient beliefs of 100 consumers towards food safety were obtained using open‐ended questions. Secondly, the food handling practices of 40 consumers were observed and their food safety attitudes and knowledge determined using structured questionnaires. All the participants were knowledgeable about hand washing techniques, intended to wash their hands and generally had positive attitudes towards the importance of washing their hands. However, none of the participants adequately washed their hands on all appropriate occasions. The attitude statement results suggest measures of perceived behavioural control, perceived barriers and perceived risk may provide developers of food safety intervention materials with more useful information compared with measures of consumers’ knowledge or intention. Issues of habit and optimistic bias also need to be given consideration when designing intervention materials to change hand washing behaviour of consumers.     

Environmental profiles of female apparel shoppers in the Midwest,USA

Abstract Concern for the environment has become an accepted part of our lifestyle. A largely untapped consumer commodity with strong reuse or recycling potential is textiles and apparel. Apparel retailers can benefit from a knowledge of the environmentally concerned apparel shopper and can be instrumental in extending society's appreciation for environmental responsibility. The purpose of this exploratory study was to segment female apparel shoppers into environmentally oriented groups and to profile each group with respect to importance of store attributes, lifestyle activities, general environmental attitudes and textile disposal patterns. Factor analysis, stepwise multiple regression and chi-square analysis were used to analyse data from 113 returned questionnaires. The results indicated that environmental groups can be profiled for textile/apparel products and that each group places emphasis on a different set of store/product attributes when making patronage and purchasing decisions. Profiles of each environmental group with suggestions for retail marketing approaches are provided.     

Design and Communication of Ecological Content on Sustainable Packaging in Young Consumers’ Opinions

Many companies today have noticed the growing sensitivity of consumers to social problems, reflected by their interest in environmental concerns (e.g., the use of sustainable packaging materials that are eco-friendly and safe for consumers and the environment). Producers seek, often based on intuition rather than knowledge, eco-arguments for their packaging to affect the perceptions of buyers and to influence their behavior. Creating an effective design and content for environmental messaging on sustainable packaging may be a significant element in building a competitive advantage for both product and brand. Therefore, the main objective of this article will be to answer the following questions: What content do consumers expect for ecological messages on packaging? Which attributes of sustainable packaging have a positive impact on consumer behavior? In what ways are consumers’ purchasing intentions based on sustainable packaging? To answer these questions, the results of research conducted among Polish and French students will be presented.     

Independent decision making of adolescents regarding food choice

The adolescence period is the stage in the life cycle in which individuals begin to develop independent decision making related to their social environment including their dietary intake. The period is fundamental in the development of longer term eating habits that may be reflected in adulthood. This study aimed to investigate the decision‐making process of adolescents and their dietary behaviour in the achievement of a balanced diet and to determine the underlying factors that may affect these choices. To meet this aim, a three phase data collection was utilized. In phase 1, a baseline questionnaire (n = 239) measured factors affecting dietary behaviour and the barriers in the achievement of a balanced diet. Phase two employed and measured respondents’ (n = 235) independent decision making by rating nineteen menu choices which reflected all options of dietary guidelines. This was analyzed through conjoint analysis. In phase three a subsample (n = 55) from the first two phases completed a food map which determined underlying reasons for food decisions and choice behaviour. Results revealed that when adolescents are given free choice they tend to follow an unbalanced diet with some diets raising concerns for their current and future health. Fifty‐seven percent of respondents displayed serious concerns in their dietary choice of which 18% were identified as requiring immediate intervention. The most noticeable factors affecting dietary choice were the desire to eat foods high in fat and carbohydrates and low in fruit and vegetable consumption. Food‐mapping indicated prior knowledge and attitudes had no effect on the choices made but that that behaviour of parents in the preparation of meals at home and peers in the selection of snack choices had the most influence on the unbalanced diet.     

Lookalikes and customer confusion in the grocery sector: an exploratory survey

This paper discusses the issue of copy-cat branding, an issue that has dominated the marketing and retail trade press recently. Brand owners have claimed that lookalike own-label products confuse consumers. Retailers, mean-while have claimed that similarities in packaging design are essential to enable consumers to recognize own-label products. There is, however, relatively little academic research on the issue of lookalikes and consumer confusion.

This paper reports the results of an exploratory survey which show that a considerable number of consumers are confused by the packaging of own-label products. It is also shown that consumer confusion varies by store, product and frequency of shopping. Safeway shoppers were found to be more confused by own-label packaging than shoppers who used other retail outlets. Significantly, shoppers at Sainsbury's - the store that has been criticized most heavily over the packaging of its own-label products - were found to be considerably less confused than the 'average consumer'. The purchasers of Coca-Cola, Head & Shoulders and Nescafe Gold Blend were found to be most confused by own-label packaging.     

Consumers’ perception of food packaging in Trinidad,West Indies and its related impact on food choices

The purpose of the study was to investigate consumers’ perception of food packaging and its impact on food choices. The study population comprised 82 people who were ultimately consumers of packaged food products. The sample was drawn from six major supermarkets located in different geographical areas in Trinidad, West Indies. Data collection was carried out by using a questionnaire based on five topics: visual impact or attractiveness of the packaging; type of packaging material; labelling and nutritional information; new products; and fruit preserves. The packaging feature that influenced most of the respondents’ choice of products was information on the label (41.5%); it was followed by quality and type of packaging (24.4%), brand name/popularity (22.0%) and visual impact (12.2%). When asked if they would purchase a product that was most attractively packaged, 85.4% responded in the affirmative. Most respondents (92.7%) believed that packaging material could adversely affect the quality of performance of a food product. Also, 92.7% of respondents agreed that nutrition information should be shown on all food products, although 36.6% admitted that they do not read the label because of its complexity. Influence of gender was not significant (P < 0.05) on consumer perception of food packaging and on food choices. Although the sample was small, the data highlighted the need to educate consumers of packaged foods, so that informed decisions could be taken in respect to food quality, safety and nutrition.