Reading before buying - exploring consumer attitudes toward informative function of packaging


Autoria(s): Dörnyei, Krisztina; Gyulavári, Tamás
Data(s)

2012

Resumo

Oftentimes, packaging is the first and only marketing tool consumers encounter before a purchase, therefore it is considered to be the most important communication and informative tool (Behaegel, 1991; Peters, 1994). The aim of the research is to better understand food label usage of consumers. To make the identification of behaviour patterns possible and to understand the way consumers use labels on packaging netnography has been chosen as the research method. We identified market factors in our research which result in label use. Based on our results, two large consumer segments were identified: conscious and non-conscious consumer behaviours. Reading information on packaging can be classified in two ways, according to method of use (superficial, conditional, incidental) and place (home, or point of sale).

Formato

application/pdf

Identificador

http://unipub.lib.uni-corvinus.hu/492/1/2012_Venice_Dornyei_Gyulavari_final.pdf

Dörnyei, Krisztina and Gyulavári, Tamás (2012) Reading before buying - exploring consumer attitudes toward informative function of packaging. In: 11th International Marketing Trends Conference, 19-21 January 2012, Venice, Italy.

Relação

http://unipub.lib.uni-corvinus.hu/492/

Palavras-Chave #Marketing
Tipo

Conference or Workshop Item

PeerReviewed