母亲对婴儿奶粉包装营销要素的看法:乌拉圭的混合方法探索
Leticia Vidal1, Gastón Ares1, Raquel Rodríguez2
1Sensometrics & Consumer Science, Instituto Polo Tecnológico de Pando, Facultad de Química, Universidad de la República, Uruguay.
婴儿奶粉包装对母亲的看法有很大影响, 但医疗建议仍然是关键. 简单的包装可以支持知情的婴儿养选择.
科学领域:
- 营养科学
- 消费者行为研究
- 公共卫生
背景情况:
- 婴儿配方奶粉的销售对母乳养构成了障碍.
- 包装元素影响父母的养选择.
- 了解人们对婴儿配方奶粉包装的看法至关重要.
研究的目的:
- 探索乌拉圭母亲对婴儿配方奶粉包装的看法.
- 检查营销因素对观念和行为意图的影响.
- 评估包装设计对婴儿配方奶粉偏好的影响.
主要方法:
- 探索性顺序混合方法设计,结合定性访谈和随机对照试验.
- 质量组成部分:与34位母亲进行半结构面试.
- 量化组成部分:随机对照试验,有544名参与者评估不同的包装设计.
主要成果:
- 包装元素如材料,设计,品牌和声明吸引了人们的注意力,并影响了人们的看法.
- 医疗建议主要决定了实际的产品选择.
- 只有很少的营销元素的包装比高度商业化的包装更受欢迎.
结论:
- 婴儿配方奶粉包装对人们的看法有很大影响,
- 简单的包装可以提高婴儿养的知情决策.
- 减少包装上的营销元素可能会导致消费者更有利的看法.
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