The Influence of Package Attributes on Consumer Perception among Generation Y

  • Martin Souček Mendel university in Brno http://orcid.org/0000-0001-8240-2473
  • Denis Drexler Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
  • Steven Van Wichelen Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
  • Stanislav Mokrý Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
  • Ondřej Dufek Department of Marketing and Trade, Faculty of Business and Economics, Mendel University in Brno, Zemědělská 1, 613 00 Brno, Czech Republic
Keywords: consumer perception, package, milk products, eye tracking

Abstract

The article focuses on how milk packaging is perceived by generation Y. The required data were obtained through eye-tracking using the SMI RED 250 device. Additionally an in-depth interview and a short questionnaire were included in the experiment to obtain complementary qualitative data. The research took place during November 2014 in the Eye Tracking Laboratory at Mendel University. In total 110 respondents representing generation Y participated in the experiment. The research analyzed the front of 12 types of milk packaging. The main objective was to determine which package attributes attract the most attention among consumers. The research shows that the most attention is given to the milk brand as well as claims with additional information, such as fat content and quantity. Additionally, the respondents were asked to rank the packaging samples from the best to the worst. Finally the respondents had to decide which of the products they would buy. The results provide valuable insights to create customized, eye-catching packaging for consumers.

Author Biography

Martin Souček, Mendel university in Brno
Department of marketing and trade

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Published
2015-11-11
Section
Articles