An empirical approach to the analysis of consumer perceptions on packaging

Abstract

The packaging of a product has a very important role, since it must attract attention, differentiate the brand and the product from competitors, transmit the values of the brand by reflecting the characteristics of the product and, above all, contain the product. In this sense, size and color are determining factors in consumer perceptions about volume. In order to make an approach to the importance of shape and color on volume perceptions by consumers, an online survey was applied in order to measure volume perceptions between pairs of containers, where the only difference was size, in some cases, and color, in others, as well as the willingness of consumers to pay for ecological packaging. The main results of the study show that volume reductions of 5% are not perceived, especially if the reduction is in height, and that dark colored containers, such as green or brown, contain more product. Finally, a high level of preference for the ecological container is observed, which increases if this, in addition, is cheaper than the traditional one.