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The Influence of Package Attributes on Consumer Perception among Generation Y

Author

Listed:
  • Martin Souček

    (Mendel University in Brno, Czech Republic)

  • Denis Drexler

    (Mendel University in Brno, Czech Republic)

  • Steven Van Wichelen

    (Mendel University in Brno, Czech Republic)

  • Stanislav Mokrý

    (Mendel University in Brno, Czech Republic)

  • Ondřej Dufek

    (Mendel University in Brno, Czech Republic)

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.

Suggested Citation

  • Martin Souček & Denis Drexler & Steven Van Wichelen & Stanislav Mokrý & Ondřej Dufek, 2015. "The Influence of Package Attributes on Consumer Perception among Generation Y," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 1(1), pages 54-64.
    • Handle: RePEc:men:journl:v:1:y:2015:i:1:p:54-64
    DOI: 10.11118/ejobsat.v1i1.32
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    Citations

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    Cited by:

    1. Kamila Ježovičová & Jana Turčínková & Denis Drexler, 2016. "The Influence of Package Attributes on Consumer Perception at the Market With Healthy Food," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 64(6), pages 1919-1926.
    2. Kusnandar & Setyowati, Nuning & Wida Riptanti, Erlyna, 2023. "Creating an innovative culture in agribusiness of micro, small and medium-sized enterprises," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 9(2), June.
    3. Denis Drexler & Stanislav Mokrý & Ondřej Dufek, 2017. "Consumer Perception of Food-To-Go Products," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(6), pages 1895-1900.
    4. Denis Drexler & Martin Souček, 2017. "The Level of Shelves and Space Solution as One of the Key Factors for Consumer Attention," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 65(5), pages 1679-1686.

    More about this item

    Keywords

    consumer perception; package; milk products; eye tracking;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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