THE INFLUENCE OF PACKAGING AND PRICES ON CHOCOLATE BAR PURCHASING DECISIONS

The objective of the study is to analyse the influence of packaging and prices on chocolate bar purchasing decisions. Data collection took place through semi-structured interviews, observation techniques, double blind tests, and questionnaires, with a sample of 294 Spanish consumers. The results ind...

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Bibliographic Details
Published in:Revista Pensamento Contemporâneo em Administração 2023-07, Vol.17 (3), p.41-63
Main Authors: da Silva, Elaine Aparecida Lopes, Ferreira, Lissa Valéria Fernandes, Dias, Maria Carolina Cavalcante, Navarro, Marina Torelló
Format: Article
Language:English
Subjects:
Brain research
Cognition & reasoning
Competitive advantage
Consumer behavior
Consumers
Decision making
Emotions
Market positioning
Marketing
Memory
Neurosciences
Prices
Purchase intention
Purchasing
Willingness to pay
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Summary:The objective of the study is to analyse the influence of packaging and prices on chocolate bar purchasing decisions. Data collection took place through semi-structured interviews, observation techniques, double blind tests, and questionnaires, with a sample of 294 Spanish consumers. The results indicate that packaging plays a strategic role for brands in generating product consumption experience, improving the experience at the point of sale, and favouring the perception of quality. Furthermore, it was observed that an adequate price design can favour faster decisions and consumer willingness to pay premium prices.
ISSN:1982-2596
DOI:10.12712/rpca.v17i3.60200