THE RELATIVE IMPORTANCE OF PACKAGING DESIGN ATTRIBUTES IN AFFECTING PERCEIVED QUALITY OF FOOD PRODUCTS A CONJOINT ANALYSIS APPROACH (THE CASE OF YOGHURTS)

Abstract

Quality of food is an exceedingly important aspect in the food industry as people become more and more concerned about nutrition, food safety and environmental issues in establishing their acceptance of food products. In this context packaging has become a major component of the product due to its significance for producers as well as consumers. Therefore the article examines the relative importance of packaging design attributes in affecting perceived quality of food products using a conjoint analysis approach. The result indicates that all the packaging design attributes have a notable influence on the perceived quality of food products but Information on the package is the most important attribute with the highest importance value. Finally it suggests that consumers are evaluating food product quality using some concrete package-information surrounded by a visually stimulating background.

Keywords: Conjoint analysis, Cues Utilization, Packaging, Perceived food quality

For full Paper: fmscresearch@sjp.ac.lk