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Brazilian Consumer Preferences for Processed Tomato Packaging Using Conjoint Analysis

Oenning, Eduardo José, Guimarães Junior, Djalma, Medeiros, Denise Dumke de
Journal of food products marketing 2018 v.24 no.6 pp. 724-744
color, consumer preferences, food industry, food packaging, foods, inventories, marketing strategies, tin, tomatoes, Brazil, Latin America
Brazil is the largest producer and consumer of processed tomato products in Latin America. However, the consumption preferences related to this product are poorly studied. The aim of this study was to evaluate the influence of certain characteristics of processed tomato product packaging on Brazilian consumer preferences. The revised Personal Involvement Inventory (PII) and conjoint analysis (CA) were applied to 206 consumers in Brazil. Four packaging attributes were evaluated: colour (green, red, and yellow); material (sachets, tin, and brick carton packaging); the presence of additional information; and the presence of “easy-open” devices. The CA technique showed that in general, the Brazilian participants were influenced positively by red brick carton and sachet packaging and by the presence of additional information and a device that facilitated opening the package. The results presented in this study are useful for the food industry to develop packaging and marketing strategies using consumer profiles.