Influência do trade dress da embalagem e do rótulo de iogurte e bebida láctea fermentada no comportamento de compra dos consumidores

Abstract

Understanding how food packaging influence the buying behavior is a topic studied in administration areas, Nutrition, Psychology, Engineering, Design and even medicine. Furthermore, the illustration drawn from the Trade dress arouses the desire to eat, especially in environments where several similar product offerings. Another important aspect is the production of products based on whey and fermented milk drinks with sensory characteristics similar to yogurt. This product is one of the main options for whey utilization and in the dairy market the yogurt packaging and fermented dairy beverages are similar. So the question that guides this research is how the Trade dress of fermented milk drink packaging influence on consumer buying behavior? For this we used a methodology in three steps as follows: i) descriptive with the use of picture material; to identify aspects and degree of similarity between the packaging Yogurts and Dairy Drinks Fermented ii) descriptive with in-depth interview to identify whether consumers know the difference between these products and the characteristics of their packaging induce consumers to conduct misleading purchases; and iii) conjoint factor analysis to identify what are the attributes of packaging that influence the level of information, attitudes and consumer purchase intent of Fermented Dairy Drinks. From the results, we found that the similarity between the milk and yoghurt drinks packaging seems to be deliberate and this fact does not create major problems for companies because most consumers can not perceive. This work contributed towards bringing market information and consumers for new product ideas or concepts before introducing a new packaging concept or product in the market.