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L?influenza del brand, del packaging e dei character sulle preferenze dei bambini: confronto tra ortofrutta e altri alimenti

Author

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  • Fabrizio Baldassarre
  • Raffaele Campo

Abstract

Il bambino rappresenta un soggetto sempre pi? coinvolto nelle scelte di acquisto delle famiglie. Il presente studio ? stato sviluppato con l?obiettivo di esplorare quali elementi del prodotto influenzano maggiormente le preferenze dei pi? piccoli. A tal proposito ? stato progettato uno studio sperimentale che ha coinvolto 173 bambini dai 7 agli 11 anni, divisi in 7 gruppi. I bambini dovevano selezionare alcune immagini di alimenti, diverse per confezione e marca, esprimendo le proprie preferenze; successivamente ? stato chiesto loro di disegnare il loro packaging ideale di ortofrutta. ? emerso che, in generale, i bambini sono influenzati pi? dalla marca che dalle caratteristiche estetiche del packaging, inoltre la confezione e i character non si sono mostrati determinanti per far apprezzare di pi? l?ortofrutta ai bambini.

Suggested Citation

  • Fabrizio Baldassarre & Raffaele Campo, 2014. "L?influenza del brand, del packaging e dei character sulle preferenze dei bambini: confronto tra ortofrutta e altri alimenti," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 129-149.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-002007
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    References listed on IDEAS

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    1. Gorn, Gerald J & Goldberg, Marvin E, 1982. "Behavioral Evidence on the Effects of Televised Food Messages on Children," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 200-205, September.
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    3. Chiara Mauri & Stefania Borghini & Emanuele Fiordalisi & Elena Cavazzana, 2011. "I bambini e le marche. "Per vincere, emozionarsi, lievitare nell'aria, perch? hanno un'anima"," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2011(2), pages 99-124.
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    Cited by:

    1. Raffaele Campo & Fabrizio Baldassarre & Rosalind Lee, 2019. "A Play-Based Methodology for Studying Children: Playfication," Systemic Practice and Action Research, Springer, vol. 32(1), pages 113-123, February.

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