Brazilian Consumer Preferences for Processed Tomato Packaging Using Conjoint Analysis |
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| Authors: | Eduardo José Oenning Djalma Guimarães Junior Denise Dumke de Medeiros |
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| Institution: | 1. Production Engineering Department, Technological Center of Mato Grosso (CTMAT), Mato Grosso State University (UNEMAT), Barra do Bugres, MT, Brazil;2. Logistics Department, University of Pernambuco (UPE), Nazaré da Mata, PEBrazil;3. Research Group PLANASP, Production Engineering Department, Center of Technology and Geosciences, Federal University of Pernambuco (UFPE), Recife, PE, Brazil |
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| Abstract: | Brazil is the largest producer and consumer of processed tomato products in Latin America. However, the consumption preferences related to this product are poorly studied. The aim of this study was to evaluate the influence of certain characteristics of processed tomato product packaging on Brazilian consumer preferences. The revised Personal Involvement Inventory (PII) and conjoint analysis (CA) were applied to 206 consumers in Brazil. Four packaging attributes were evaluated: colour (green, red, and yellow); material (sachets, tin, and brick carton packaging); the presence of additional information; and the presence of “easy-open” devices. The CA technique showed that in general, the Brazilian participants were influenced positively by red brick carton and sachet packaging and by the presence of additional information and a device that facilitated opening the package. The results presented in this study are useful for the food industry to develop packaging and marketing strategies using consumer profiles. |
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| Keywords: | Cluster analysis food industry marketing research personal involvement inventory preference structure |
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