Milk product packaging features as the key factor of successful canvassing techniques
2019
Rybanska, J., Slovak Univ. of Agriculture in Nitra (Slovak Republic). Faculty of Economics and Management. Dept. of Marketing and Trade | Nagyova, L., Slovak Univ. of Agriculture in Nitra (Slovak Republic). Faculty of Economics and Management. Dept. of Marketing and Trade | Horska, E., Slovak Univ. of Agriculture in Nitra (Slovak Republic). Faculty of Economics and Management. Dept. of Marketing and Trade
The perception and final choice of selected milk products depends on various factors. Presented paper deals with the research of potential packages of selected milk products to find out possible associations that consumers have with these products. Associations of consumers with packaging features play an important role in the overall perception of these food products. Packages, also known as the “silent sellers” can attract consumers very quickly. The research sample consists of 320 young adults, aged 20− 45. All respondents belong to the segment of “Generation Y” or “Millennials”. Participants aged 20−45 were chosen intentionally because they represent the target sample for milk products. They are likely to have conscious patterns for milk products consumption gained during childhood; they are mostly independent and take care of their own families or prepare for their future family or career. They have the power to influence the choices of next generations. From our study we can conclude that features and visual cues that create the strongest associations in the mind of a consumer can significantly influence the overall perception of the product. When a consumer can find an association (a sound, a picture, a memory etc.) inside his subconscious mind, we can assume that there is an emotional connection present. It was also found out that consumers prefer traditional packages connected with Slovak customs and traditions to more modern packages. Packages with traditional Slovak motives are strongly associated with nature, farming, home production and high quality.
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