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Fatores da embalagem de caf orgnico torrado e modo na inteno de compra do consumidor
| Content Provider | Semantic Scholar |
|---|---|
| Author | Lucia, Suzana Maria Della Minim, Valéria Paula Rodrigues Silva, Carlos Henrique Osório Minim, Luis Antônio |
| Copyright Year | 2007 |
| Abstract | The effect of some of the characteristics of organic coffee packaging on the consumers intention to purchase was studied using conjoint analysis. Four factors, each having two levels, were chosen and considered, namely: price (high and low), color of the packaging (red and green), brand name (familiar and unfamiliar), and information about organic foods (with and without the terms "environmental-friendly product" and "free of agrotoxic chemicals"). Sixteen hypothetical organic coffee bags were created following a complete factorial design, which were then evaluated by 144 consumers based on their intention to purchase. The data were analyzed using the clustering segmentation model. The familiar brand name positively affected the intention to purchase of 93% of the consumers. High-priced organic coffee packaging had a negative impact on all the participants intention to purchase. The color of the packaging had little impact on the consumers evaluation. Printed information about organic foods positively affected the intention to purchase of 79% of the participants, demonstrating that consumers want to find information about the product printed on its packaging. |
| File Format | PDF HTM / HTML |
| DOI | 10.1590/S0101-20612007000300010 |
| Alternate Webpage(s) | http://www.scielo.br/pdf/cta/v27n3/a10v27n3.pdf |
| Alternate Webpage(s) | https://doi.org/10.1590/S0101-20612007000300010 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
