Acta Univ. Agric. Silvic. Mendelianae Brun. 2016, 64, 1919-1926
Published online 2016-12-21

The Influence of Package Attributes on Consumer Perception at the Market With Healthy Food

Kamila Ježovičová, Jana Turčínková, Denis Drexler

Department of Marketing and Trade, Faculty of Business and Economy, Mendel University in Brno, Zemědelská 1, 613 00 Brno, Czech Republic

The paper provides findings about how packaging of healthy foods is perceived by consumers. The primary data were collected by eye-tracking using the SMI RED 250. This investigation analyzed 12 healthy products and it was completed by 50 respondents. This method was supplemented with in-depth interviews with the same respondents who participated in the eye-tracking research. A questionnaire survey (n = 261) was also a part of the research. Based on these two methods, real and declared consumer behavior can be recognized and the differences between these behaviors can be identified. The main interest was to determine which package attributes of healthy foods are the most interesting according to consumers. The research shows that the most attention in terms of information is devoted to nutritional value, food composition and also country of origin. Furthermore, the attention was focused on the most suitable packaging materials for various kinds of products as well as colors used on the packaging of these foods. The results provide valuable information to create an attractive and effective packaging of healthy products.


This paper was supported by Grant Agency [nr. 35/2015].


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