THE POST-PURCHASE CONSUMER BEHAVIOUR, SURVEY IN THE CONTEXT OF MATERIALS FOR FOOD PACKAGING

Abstract

In the food market packaging (primary packaging) can be considered one of the components of supply capable of generating utility (economic) and emotions (even if you consider the psychological aspect at the time of purchase) independent from any other attribute presented by the company. In particular, the investigation was focused on the main food packaging materials (glass, metal, plastics, paper and cardboard), with the aim of understanding the influence of packaging features on the consumer's choices and purchase preferences. [PUBLICATION ABSTRACT]

Headnote

ABSTRACT

In the food market packaging (primary packaging) can be considered one of the components of supply capable of generating utility (economic) and emotions (even if you consider the psychological aspect at the time of purchase) independent from any other attribute presented by the company. In particular, the investigation was focused on the main food packaging materials (glass, metal, plastics, paper and cardboard), with the aim of understanding the influence of packaging features on the consumer's choices and purchase preferences.

Key words: Glass, food-packaging, post-purchase, consumer behavior.

(ProQuest: ... denotes formula omitted.)

INTRODUCTION

Some products are considered undifferentiated with regard to intrinsic characteristics and brand (wine, oil, canned vegetables and canned fish), therefore consumers find on the packaging itself, rather than on the food product, the benefits sought from their habitual behavior. It was considered, therefore, interesting to point out the attractive effects and benefits arising from the presence of "strong" packaging, meaning with this term, the types of materials that have high market shares and enjoy the confidence of the consumer, and the "strength" is based on personal experience (loyalty) that the consumer has matured over time. This fidelity (loyalty) to the container becomes "a measure of attachment of the customer", and it is inversely correlated with the probability that a buyer can choose another different container, especially following a change of price or other material characteristic. If customers show indifference to the packaging and, in fact, they buy considering only the food features, without taking into great consideration the characteristics of the material, then the box probably has a marginal value. Conversely, if customers continue to buy the container, even in the face of competitors who have higher food prices, then it means that they attribute a higher value to its function. Starting from the consideration that the sensory characteristics of food can only be verified after consumption (experience good), while the quality of the product "packaging" are considered observable and so assessable ex ante (search good), the survey was carried out at the retail self-service's exit, in particular, from the large retail chains with food department, located in major metropolitan cities of Sicily. The survey had a sample of 300 buyers-consumers, chosen in relation to certain factors that describe the individual's position in society (gender, age, economic situation, etc.), the availability of time and habitual behaviour at purchase. The data and information obtained highlight the competitive position of glass by recognizing some of the benefits sought - appearance, reliability, prestige, etc. - compared to other materials which show different degrees of involvement. To identify the importance of these benefits which involve, among other things, different purchasing patterns, a FCB matrix (Foote, Cone and Belding) was used: this tool does not consider, for the selected product (in our case, container), the differentiation between the various brands, but the benefit requested by consumers.

MATERIALS AND METHODS

The study was carried out during the second semester of 20 1 1 at the exit of retail shops of big retail chains with stored food department of Eastern Sicily, collecting 326 questionnaires. Of these, 300 were considered valid for suitably grouping the consumers of foods and beverages, basing on their expressed preferences concerning primary packaging materials (glass, cellulose, metal and plastic) for such produces. In order to define the competitive positions of primary containers in the consumers' perceptions, the compensatory model method by Fishbein, suitably modified (Grandinetti, 2008) was used. The assessment (index) which derives is determined as the weighed mean of the benefits of the attributes (base services), corrected by a factor of importance, and presence perceived of the attribute (scale with minimum value = 1 , maximum = 7, where 4 corresponds to indifference) for the primary packaging material, in particular:

...

Therefore, by interchanging the dimensions, "importance of the attribute" (wi) and "perceived presence of the attribute" (xij) it is possible to identify the position (Aj) (behaviour of the consumer) of one container compared to another.

Once selected the material which had gained the highest number of preferences, the successive elaborations were aimed at assessing the connections and synergies between this packaging material and the type of food and/or beverage (Lee et al., 2008), as a function of the personal profile of the consumer. The determinations done are useful for understanding the logics behind the consumers behaviour, i.e. the learning and involvement processes, which are tested on some kind of complementary services of the packaging material through a series of evaluation responses. The combination of the latter ones gives raise to four different paths of a 2 by 2 matrix [Foote, Cone & Belding - FCB), characterized by a different sequence of macro-phases "Learn", "Feel" and "Do" adapted, in our case, as: being informed (Learn); iand of perception, also physical (Feel); considenng suitable, or sufficient (Do). By crossing the responses (four options for each interviewed subject), the involvement model Foote, Cone e Belding, was set, which indicates the level of satisfaction (or dissatisfaction) of the consumer towards the selected primary container for food and/or beverages.

RESULTS AND CONCLUSIONS

Fig. 1 highlights a clear tendency (expressed by 300 subjects) towards glass (hollow glass). The same goes for Table 1 which shows the Fishbein index determined on the mean values relative to every question concerning the main basic services of the various packaging materials.

Table 2 reports the connections, as far as those subjects preferring hollow glass are concerned (200 in total), between such primary packaging material and some of the main food and beverage categories, numerically evaluated following a scale from 0 to 6, for verifying the importance of the benefits, also as a function of age and income.

For the complementary services (added value) of the hollow glass, the corresponding responses (4 for each of the 200 subjects) are shown in Table 3.

The survey on the consumers preference for the packaging material used for foods and/or beverages indicates that glass is preferred to other materials (more than two thirds of the interviewed). The use of hollow glass mainly concerns foods and beverages consumers (wine, oil and fruit juices) rather than preserves and sauces; the relative distinction into age, income and gender classes modifies this ranking only slightly. Considerable are the results of the evaluation of choice of hollow glass as primary container through the FCB involvement model. The hollow glass primary containers aim at satisfying needs which are generated mainly by processes of experiential learning (II quadrant), but also by routine behaviours (III quadrant); less important are hedonistic processes (IV quadrant) and affectivity (I quadrant). To sum up, the evaluation determines actions which rely on rational behaviours rather than emotive ones. The involvement model for primary packages for foods and/or beverages is rather "high" and relies on the intellectual learning.

The four groups reported in Fig. 2 were obtained from the values assigned to the evaluation responses following different sequences of the "Learn-Feel-Do" scheme in the construction of the FCB involvement model.

References

REFERENCES

Dalli, D., Romani, S. 2000. Il comportamento del consumatore. Franco-Angeli Editore.

Fiocca, R. 1990. Evoluzione dei consumi e politiche di Marketing. EGEA, Milano.

Grandinetti, R. 2008. Marketing. Carocci Editore.

Lee, D.S., Ki,t L. Yam, K.L., Piergiovanni, L. 2008 Food Packaging Science and Technology. CRC Press, Taylor & Francis Group, New York.