Testing consumer responses to new packaging (1)

PRESENTED BY - AMANDA M MALIK PGFET1650178

PRESENTATION ON TESTING CONSUMER RESPONSES

TO NEW PACKAGING

INTRODUCTION: NEW PACKAGING TECHNOLOGY AND

CONSUMER• New packaging techniques promise consumers safe food products that keep their high quality throughout shelf life.

• Customers doubt? New techniques require explanation if food can be

kept fresh for a long time.

• How to cope with the doubt of the customers? The understanding of how the benefits have been

achieved requires advanced consumer education on the principles of food spoilage

BASIC FUNCTION OF A PACKAGE• Contains food stuff• Protect and maintain quality• Providing information for the consumer• Convenience for use• Being environment friendly• Selling the product• Favorable packaging attributes for consumers• Convenient in use

NEW PACKAGING TECHNOLOGY AND CONSUMER


FAVOURABLE PACKAGING ATTRIBUTES FOR CONSUMERS• CONVENIENCE IN OPENING• RESEALING• STORING • DISPOSING


• NEGATIVE ATTRIBUTES OF A PACKAGE • LACK OF CONVENIENCE• PRODUCT SPOILAGE• CAN SPILL OR LEAK

NEW PACKAGING TECHNOLOGY AND CONSUMER (CONT)

CONCEPT OF ACTIVE AND INTELLIGENT PACKAGING•Improve quality•Safety of products

HURDLES•Consumer doesn’t use the package on safety merits but convenience of using the package.•Treating of food stuff and package as different issues

NEW PACKAGING TECHNOLOGY AND CONSUMER (CONT)

• OVERVIEW OF THE CHAPTER• HOW DIFFERENT APPROACHES CAN BE USED TO STUDY CONSUMER ATTITUDES TOWARDS ACTIVE

AND INTELLIGENT PACKAGING TECHNOLOGY.• WHAT ARE THE PROBLEM ENCOUNTERED WHEN NOVEL TECHNOLOGIES ARE STUDIED.• THE PRINCIPLES OF MOST FREQUENTLY, USED QUALITATIVE AND QUANTITATIVE METHODS ARE

INTRODUCED, THEIR STRENGTHS AND WEAKNESSES.• CURRENT KNOWLEDGE ON CONSUMER ATTRIBUTES TOWARDS INTELLIGENT AND ACTIVE

PACKAGING.• FUTURE PROSPECTS OF ACTIVE AND INTELLIGENT PACKAGING FROM CONSUMER STANDPOINT

ISSUES TAKEN TO ACCOUNT AND HOW TO APPROACH CONSUMER APPROACHES

SPECIAL PROBLEMS IN TESTING RESPONSE TO NEW PACKAGING

PROBLEMS TO BE CONCERNED ABOUT•The package provides improvement in quality of the food, not specifically improvement of the packaging. So on this basis should we do specific study of only the packaging?•The consumers are bound to be concerned about the benefits given by the packaging especially the technology that provides advantage for other actors in food chain are not solely accepted by the consumer.


• HOW TO GAIN RESPONSE• CONSUMERS NEED TO BE MADE MORE FAMILIAR WITH THE INTELLIGENT PACKAGING AND CAN BE DONE

BY EXPLAINING OF THE CONCEPTS OF ACTIVE AND INTELLIGENT PACKAGING.• USING EXAMPLES TO REPRESENT THESE ACTIVE OR INTELLIGENT PACKAGE SOLUTIONS.• TAKE SET OF PHOTOGRAPHS THAT ARE EASY TO TAKE TO DIFFERENT PLACES, THEY ARE SAME FOR ALL

THE INTERVIEWEES REGARDLESS OF TIME AND LOCATION. IF WE USE REAL FOOD PACKAGES, THEY HAVE TO BE REPLACED AFTER EVERY DEMONSTRATION.

• TO USE INTERNET FOR RESEARCH OR USE COMPUTER AIDED DATA COLLECTION SYSTEMS.• HOW TO REPRESENT THESE PACKAGE SOLUTIONS TO THE CONSUMERS • SHOW THE FOOD PRODUCT WITH AND WITHOUT THE INDICATORS, ABSORBERS OR EMITTERS.



WHY IS TESTING OF CONSUMER RESPONSE DONE?• To know if the consumers are willing to accept new technologies• To know if there are concerns that may obstruct or delay the acceptance.• To understand the benefits provided by new technologies

METHODS BY WHICH TESTING OF CONSUMER RESPONSES IS DONE• Qualitative• Quantitative

METHODS FOR TESTING CONSUMER RESPONSES

METHODS FOR TESTING CONSUMER RESPONSES

QUALITATIVE METHOD• QUALITATIVE RESEARCHERS AIM TO GATHER AN IN-DEPTH UNDERSTANDING OF HUMAN BEHAVIOR AND THE

REASONS THAT GOVERN SUCH BEHAVIOR. THE QUALITATIVE METHOD INVESTIGATES THE WHY AND HOW OF DECISION MAKING, NOT JUST WHAT, WHERE, WHEN. HENCE, SMALLER BUT FOCUSED SAMPLES ARE MORE OFTEN USED THAN LARGE SAMPLES.

• SYSTEMATIC INFORMATION ABOUT HOW CONSUMER THINK AND FORMULATE THEIR OPINION ABOUT THE FOOD AND PACKAGING RELATED ISSUES.

• CONSUMERS CAN USE THEIR OWN LANGUAGE• THEY ARE USED AS PILOT STUDIES FOR QUANTITATIVE APPROACHES

TYPES OF QUALITATIVE METHODS• GROUP DISCUSSIONS• INDIVIDUAL INTERVIEWS

QUANTITATIVE METHOD• To find out how many people have a certain opinion or estimate the strength of an opinion.• The quantitative survey finds out peoples opinion that can be used as a questionnaire or in

interviews.

TYPES OF QUANTITATIVE METHODS

EXPERIMENTAL DESIGNS• In an experiment, you test an idea (or practice or procedure) to determine whether it

influences an outcome or dependent variable. You first decide on an idea with which to “experiment,” assign individuals to experience it (and have some individuals experience something different), and then determine whether those who experienced the idea (or practice or procedure) performed better on some outcome than those who did not experience it.

• They are special type of quantitative study in which respondents are given different treatments. Example: Samples to try, and their responses are measured and compared in different experimental groups or with a control group.

METHODS FOR TESTING CONSUMER RESPONSES (CONT)

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• WHEN DO YOU USE AN EXPERIMENT?• You use an experiment when you want to establish possible cause and effect between

your independent and dependent variables. this means that you attempt to control all variables that influence the outcome except for the independent variable. then, when the independent variable influences the dependent variable, we can say the independent variable “caused” or “probably caused” the dependent variable. because experiments are controlled, they are the best of the quantitative designs to use to establish probable cause and effect.

TYPES OF QUALITATIVE METHODS

FOCUS GROUP INTERVIEWS (ERNEST DITCHER)

•A focus group is a form of qualitative research.•Group discussion, conducted several times until similar trends and patterns in perception, attitudes, ideas are shown.•Focus groups rely on interaction within the group based on topics that are supplied by the researcher.•Focus group interviews talk about particular issues.•Moderating focus group requires careful preparation and the questions need to be outlines before hand.

A GOOD GROUP DISCUSSION

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CONDUCTING A FOCUS GROUP DISCUSSION• the moderator needs to be well trained for the task.• the basic rule is that the moderator does not lead the discussion in any specific direction, as

long as the conversation remains topical.• the participants in the discussion group respond with comments and opinion from each other.• interaction enables pondering of the importance of matters that have been raised during

discussion.• it is recommended that at least three groups with the same questions and similar participants

should be run to cover variation.

METHODS FOR TESTING CONSUMER RESPONSES (CONT)ADVANTAGES•Easy to set up.•Fast and relatively inexpensive.•Stimulates dialogue and new ideas (chaining/cascade effect)•Opportunity for disclosure among similar .•Generates ideas for evaluation questions to be included in other survey methods.•Very flexible.

LIMITATIONS•Focus groups vary•Deviates from the subject•Shy•Some may dominate•Cant generalize to the target population•Discussion must be in an environment conductive to conversation•Observer dependency

METHODS FOR TESTING CONSUMER RESPONSES (CONT)PACKAGING ISSUES AND THE FOCUS GROUP INTERACTION• Where packaging issues are concerned focus group discussion works well with consumers because new technologies can be demonstrated as a part of the group session and there is no pressure to be an expert on the topic.

QUALITATIVE AND QUANTITATIVE INTERVIEWInterview – Direct interaction between respondent and interviewer.Type of method to use (qualitative or quantitative interview?)•It is selected on the basis of research questions

QUALITATIVE INTERVIEW Qualitative interviewing involves an open set of questions, no fixed response options.• Quests framed by interest and information value of participants.• Participants to speak in their own voice• Maximized opportunities for fresh insights• More difficult to analyze; bias of researcher issue in interview and in

analysis.


QUALITATIVE INTERVIEW ON THE BASIS OF PACKAGING TECHNOLOGY• Used when we want to know how the respondents think about packaging.• Used when enough knowledge is not available about what the possible response could be.• It is useful for examining complex issues in packaging.TYPES OF QUALITATIVE INTERVIEWS• Standardized interview• Semi- Standardized interview• Un- Standardized interview


QUANTITATIVE INTERVIEWQuantitative interviewing involves a rigid set of questions with fixed response options• options may have different meanings to participants• items/options may be irrelevant to participants• participants cannot speak in their own voice• limited opportunities for fresh insights• researcher bias issue in designing items.

TYPES OF QUANTITATIVE INTERVIEW• Structured outlines• Possible response alternativeUSE OF CARRYING OUT INTERVIEW?• In novel packaging solutions, interview enables a demonstration of what these absorbers and indicators are

like when they attach to the food package.


QUESTIONNAIRE• A questionnaire is simply a ‘tool’ for collecting and recording information about a particular issue of

interest. it is mainly made up of a list of questions, but should also include clear instructions and space for answers or administrative details. questionnaires should always have a definite purpose that is related to the objectives of the research, and it needs to be clear from the outset how the findings will be used. respondents also need to be made aware of the purpose of the research wherever possible, and should be told how and when they will receive feedback on the findings.

• relative in-expensive method to study what people think about an issue on an average.FOOD QUESTIONNAIRES ARE TARGETED ON?• The ones who use the product• The person who has the main responsibility for food choice in their household.• Mostly female respondents are there.


LIMITATIONS OF QUESTIONNAIRE• Teams should refer to familiar thingsQUESTIONS MUST BE• Easily comprehensible• Provide alternates that the consumers can relate to.QUESTIONNAIRES ARE COMMONLY USED: • To collect factual information in order to classify people and their circumstances • To gather straightforward information relating to people’s behaviour • To look at the basic attitudes/opinions of a group of people relating to a particular

issue • To measure the satisfaction of customers with a product or service • To collect ‘baseline’ information which can then be tracked over time to examine

changes


QUESTIONNAIRES SHOULD NOT BE USED: • To explore complex issues in great depth • To explore new, difficult or potentially controversial issues (nb: longer,

relatively unstructured depth interviews would be more appropriate here) • As an ‘easy’ option which will require little time or effort (a common error)


ADVANTAGES AND DISADVANTAGES OF USING QUESTIONNAIRES

ADVANTAGES DISADVANTAGESCan contact a large number of people at a relatively low cost (postal and telephone)

Response rates can be low (postal) and refusal rates high (telephone, F2F)

Easy to reach people who are spread across a wide geographical area or who live in remote locations (postal and phone)

There is little control over who completes a postal questionnaire, which can lead to bias

Respondents are able to complete postal questionnaires in their own time and telephone call-backs can be arranged for a more convenient time

Postal questionnaires are inappropriate for people with reading difficulties or visual impairments and those who do not read English

Telephone questionnaires can make it easier to consult some disabled people

Postal and phone questionnaires must be kept relatively short

GENERAL ATTITUDES•Active and intelligent packaging has a positive response from consumer and their representatives.•They provide solution to consumer concerns.•According to korhonen et al about half of finnish respondents (n=460) did not trust that all food products would still be edible on their expiry date (consumers don’t believe that the food product would be edible on their expiry date.)•Half of the consumers also reported that they package from the bottom of a chilled counter to ensure freshness of the product.•The active and intelligent packaging methods were more familiar to those who were involved with packaging issues.•The interviews mostly have had a positive response toward active and intelligent packaging, especially applied to foods that are easily perishable such as chilled foods, vegetables, some bakery products, meat or fish.

CONSUMER ATTITUDES TOWARDS ACTIVE AND INTELLIGENT PACKAGING

CONSUMER ATTITUDES TOWARDS ACTIVE AND INTELLIGENT PACKAGING

The consumers have different requirements for food packaging on this basis the consumers are divided into three groups.

• Ultra cautious• Cautious• Non cautiousConsiderable number of consumers fell in the ultra cautious category whereas

the non cautious were in the minority.

ACCEPTANCE OF OXYGEN ABSORBERSPOSITIVE VIEWS• The interviewers were questioned about the benefits of absorbers or emitters and the

interviwers (n=21), responded that food retain their good quality longer which is helpful.• Absorbers were believed to improve safety as they reduce microbial risks.• Decrease in use of additives.NEGATIVE VIEWS• Added component increases price • Produces more waste• People may eat older food if it keeps a longer time in good condition. Possibility that the absorbers or emitters could contain harmful substances that may be

ingested by vulnerable consumer groups.

ACCEPTANCE OF TIME TEMPERATURE INTEGRATORS:The TTI have received a positive response in consumer studies as the majority of respondents considered TTI’s as being a good idea as they show whether food is safe.In an American study 90% considered TTI tags as desirable addition.97% believed that TTI would increase the confidence in the freshness of the product.

BENEFITS OF TTI (ACCORDING TO CONSUMERS)•Increase safety was percieved to be an obvious benefit because consumers do not have to trust merely their own senses.

DRAWBACKS (ACCORDING TO CONSUMER)•Indicators may give inaccurate information.•They cause safety hazard.•Adds to the price•Increases the waste due to the increased price.

ACCEPTANCE OF TIME TEMPERATURE INTEGRATORS:

CONSUMER RESPONSES TO TTI• IN A FINNISH STUDY, TTI’S WERE REGARDED AS NECESSARY TO MOST PRODUCTS BUT NOT

NECESSARY TARGETS WERE PACKAGED FRESH MEAT OR FISH FOODS FOR CHILDREN OR READILY PREPARABLE FOOD.

• OVER 80% REGARDED TTI’S AS NECESSARY IN THE ABOVE PRODUCTS EVEN IF THE PRICE INCREASED

• 59% OF THE RESPONDENTS IN UK EXPRESSED THEIR WILLINGNESS TO PAY MORE FOR CHILLED PRODUCTS THAT CONTAINED TTI TAG.

• AFTER CONSUMER RESPONSE IT WAS EVIDENT THAT TTI MORE SUITABLE FOR FRESH MEAT, AND OXYGEN ABSORBERS FOR FRESH MEAT ONLY BY A MINOR RESPONDENT.

ACCEPTANCE OF TIME TEMPERATURE INTEGRATORS•Technical reliability of TTI was questioned by respondents.•Respondents had to make assesements on quality of food product, more trust on TTI tag than the date mark.•In UK, 88% though both should be on package and only 11% will be happy with either a date pack or TTI.•Having TTI in the package increased respondents willingness to buy product by 72%.•Date marks and TTI were regarded as tools that complement each other.•The time temperature indicator regarded as tools to educate consciences on how to keep food at home. The indicator would clearly demonstrate to consumers the need for appropriate particles in handling foods that should be kept refrigerated.

Overall approach•Measuring of an over all attitude towards active and intelligent packaging in not feasible, as the benefits and possible concerns are specific to each application.

CONSUMERS AND THE FUTURE OF ACTIVE AND INTELLIGENT PACKAGING

ACTIVE AND INTELLIGENT PACKAGING OFFERS CERTAIN BENEFITS TO THE CONSUMERSBASIC FUNCTIONS:• FOOD PRODUCTS SAFE• KEEP QUALITY BETTERPROBLEM:• THE TECHNOLOGICAL POSSIBILITIES ARE WELL AHEAD OF THE COMMERCIAL APPLICATION DUE TO THE

SUSPICION OF THE CONSUMER ATTITUDES TOWARDS THESE NEW DEVICES.• AS CONSUMER ARE SENSITIVE ABOUT NOVELTY IN THE FOOD DOMAIN AS FOOD INGESTED AND

INCORPORATED IN THE BODY COULD BE AN UNKNOWN SUBSTANCE AND A POTENTIAL SOURCE OF RISK.


CHALLENGE FOR NEW PACKAGING• HOW THEY AND THEIR BENEFITS ARE MADE KNOWN TO THE CONSUMERS.HOW TO DEAL WITH THE CHALLENGE:• PRODUCT RELATED INFORMATION IN THE STORES.• WIDER CAMPAIGNS IN THE MEDIA• A PUBLIC CAMPAIGN• PROMOTION SHOULD BE DONE CAREFULLY.


• THE RESPONSES TO THESE NEW PACKAGING TOOLS HAVE BEEN POSITIVE IN GENERAL.• IN ADDITION TO OXYGEN ABSORBERS AND TTIS, A WIDE RANGE OF ABSORBER, EMITTERS AND INDICATORS

HAVE BEEN DEVELOPED.• LEAK INDICATORS ARE DEVELOPED TO DETECT IF MODIFIED ATMOSPHERE PACKAGES LEAK AND THUS THE

CONSUMER IMPROVE SAFETY.• ADDITIONAL COST AND WASTE.• IN FUTURE, IT IS LIKELY THAT INTELLIGENT AND SMART TAGS CAN CONTAIN ABUNDANT INFORMATION ABOUT

THE PRODUCT CHARACTERISTICS, THE AMOUNT OF INFORMATION BEING NOW LIMITED BY THE AVAILABLE SPACE ON THE PACKAGE.

• EACH PRODUCT CAN BE LABELED TO PROVIDE TARGETED INFORMATION ABOUT THE ORIGIN AND COMPOSITION OF THE PRODUCT.

CONCLUSION

• THE CONSUMER WILL BE THE FINAL PAYER BUT IF THE INDICATORS ARE FINANCED THROUGH DECREASED SPOILAGE AND LOSSES THE CONSUMERS BENEFIT IS CLEAR.

• WHEN CONSUMER ARE PRESENTED WITH DIFFERENT APPLICATIONS THAT BELONG TO THIS CATEGORY, THEY CAN ACCURATELY EVALUATE THE POSSIBLE BENEFITS THESE APPLICATIONS CAN PROVIDE FOR THEM.

• GENERAL ATTITUDE STUDIES AND FOCUS GROUP DISCUSSION GIVES AN IDEA OF THE FACTORS THAT CAUSE CONCERN AMONG THE CONSUMERS IN PACKAGING ISSUES BUT THE PRODUCT RELATED RESPONSES CAN RELATE THESE WORRIES TO A VARYING EXTENT AND OFTEN DIFFER FROM GENERAL CONCERNS.

• THE SUCCESS OF THESE PACKAGING SOLUTIONS WILL DEPEND ON HOW CONSUMERS PERCEIVE THEIR BENEFITS AND WHETHER THEY ARE WILLING TO PAY EXTRA FOR THESE.

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Testing consumer responses to new packaging (1)