MILK WITH INCREASED CONCENTRATION OF MELATONIN PACKAGING FACTORS ON CONSUMER PURCHASE INTENTION

Abstract

The conjoint analysis of factors was used employed to develop a label for the packaging of milk with increased concentration of melatonin. Three factors were selected with three or two levels for the assembly of packaging: packaging design (“blue design with stars and pouring milk”, “white without drawing” and “blue stars with and without drawing”), name (“milk night “and” melatonin “) and informative text about getting natural melatonin by night milking, and the benefits of this compound (“with” and “without”). Twelve packaging designs were created based on a complete factorial arrangement. The designs were presented to 144 consumers
who were asked to assess purchase intent of each package. For the joint analysis of factors, the ideal product or more likely to purchase for the most consumers would be blue with stars and packaging design of milk pouring, named milk night and in the presence of informational text, demonstrating that consumers like a package that brings the product and that contains information described. Therefore, the packaging has a major influence on consumer choice and can contribute positively or negatively
to the acceptance of food.