Impact of the packaging of plain soymilk on the intention to purchase of the consumer

Abstract

The objective of this work was to evaluate the intention to purchase plain soymilk by correlating it with packaging characteristics through the conjoint analysis. Survey of attributes occurred by focus group (41 participants) and five samples of Brazilian original soymilk. Main attributes that interfered in the purchase decision: brand, presence of nutritional appeal, type of illustration of glass containing beverage and background color. Attributes were combined to generate eight packaging proposals, evaluated by 86 participants. SAS was used for data analysis, 85 of which were consistent. Participants were grouped by similarities/dissimilarities in three groups: G1 (48 participants), G2 (31) and G3 (6). G1 preferred packaging containing nutritional appeal and light background, being influenced by the brand. G2 opted for packaging containing nutritional appeal, lesser-known brand and filled glass. G3 preferred the presence of nutritional appeal, lesser known brand, full glass and dark background. Presence of nutritional appeal is the factor that most impacts the purchase decision, but the brand, type of glass illustration and background color are relevant. Packaging with the presence of nutritional appeal, glass with full filling and clear background is more likely to be of interest to consumers.