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Serving suggestions play important role in consumer expectations and willingness to buy

The study, published in Food Quality and Preference, is the latest in a line of research to investigate the way in which consumers perceive food and drink products based on their packaging, and how this can influence purchase decisions.

Led by Rubén Rebollar from the University of Zaragoza in Spain, the research team used soft cheese as a model product to test how serving suggestion images affect consumer perceptions and willingness to buy. Through an online survey, they found that consumers perceive the qualities and ideal consumption time of the model product based on the accompaniments shown in the serving suggestion.

“The study also shows that serving suggestion influences willingness to buy since there is a strong positive relationship between willingness to buy and accompaniments that are healthy and for special diets,” wrote the team.

“The consumer perceives the cheese to have the qualities of the food accompanying it,” they added – noting that the healthier the serving suggestion is perceived to be, the greater the willingness to buy.

 

You can read the full article HERE

 

Food Labelling Services comments:

It is a known fact that consumers 'buy with their eyes', and the pack design and imagery influences the final purchase decision. However, it is important that the images depicted do not mislead the consumer to believe that the product is something that it is not. This is clearly stated in the Food Information for Consumers Regulation 2011.