Corvinus
Corvinus

Reading before buying - exploring consumer attitudes toward informative function of packaging

Dörnyei, Krisztina and Gyulavári, Tamás (2012) Reading before buying - exploring consumer attitudes toward informative function of packaging. In: 11th International Marketing Trends Conference, 19-21 January 2012, Venice, Italy.

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Abstract

Oftentimes, packaging is the first and only marketing tool consumers encounter before a purchase, therefore it is considered to be the most important communication and informative tool (Behaegel, 1991; Peters, 1994). The aim of the research is to better understand food label usage of consumers. To make the identification of behaviour patterns possible and to understand the way consumers use labels on packaging netnography has been chosen as the research method. We identified market factors in our research which result in label use. Based on our results, two large consumer segments were identified: conscious and non-conscious consumer behaviours. Reading information on packaging can be classified in two ways, according to method of use (superficial, conditional, incidental) and place (home, or point of sale).

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:netnography, food label, packaging, consumer behaviour
Subjects:Marketing
ID Code:492
Deposited By: Ádám Hoffmann
Deposited On:27 Jan 2012 12:25
Last Modified:03 Jul 2012 00:25

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