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Consumer Engagement And The Perception Of Packaging Information

Author

Listed:
  • Dobroslawa Mruk-Tomczak

    (Faculty of Commodity Science, Poznan University of Economics and Business)

  • Ewa Jerzyk

    (Faculty of Management, Poznan University of Economics and Business)

  • Natalia Wawrzynkiewicz

    (Faculty of Management, Poznan University of Economics and Business)

Abstract

Packaging is an important factor influencing purchasing decisions, especially in the case of food products. Packaging draws the consumer’s attention and communicates with the consumer at a critical time in the purchasing process, providing information, while instructing and educating. The significance of the information varies depending on the product and on the information needs of the consumer stemming from his or her attitude. The level of consumer engagement in the purchase can significantly determine the perception of information – both emotional and factual - on the packaging. The aim of the article was to research the perception of the emotional content and factual information on the packaging of fruit juice, taking into account the level of consumer engagement in the purchase. It was assumed that high consumer engagement would result in greater visual attention to the product information. The tools used achieve the goal included eye-tracking and a questionnaire. The results have indicated that the level of consumer engagement in the purchase of fruit juice (purchase frequency and motivation) does not affect preferences regarding the type of the perceived information.

Suggested Citation

  • Dobroslawa Mruk-Tomczak & Ewa Jerzyk & Natalia Wawrzynkiewicz, 2019. "Consumer Engagement And The Perception Of Packaging Information," OLSZTYN ECONOMIC JOURNAL, University of Warmia and Mazury in Olsztyn, Faculty of Economic Sciences, vol. 14(2), pages 195-207, June.
    • Handle: RePEc:ole:journl:v:14:y:2019:i:2:p:195-207
    DOI: https://doi.org/10.31648/oej.3971
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    Citations

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    Cited by:

    1. Magdalena Ankiel & Bogdan Sojkin & Mariola Grzybowska-Brzezinska, 2020. "Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 356-372.
    2. Raed Ibrahim Mohamad Ibrahim & Pelin Bayram, 2024. "The effect of customer engagement on customer loyalty: indication from the insurance industry in Jordan," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 406-422, June.

    More about this item

    Keywords

    consumer; decision making process; engagement; packaging; information; juic;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • H31 - Public Economics - - Fiscal Policies and Behavior of Economic Agents - - - Household

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