Evaluation of Packing Attributes of Orange Juice on Consumers' Intention to Purchase by Conjoint Analysis and Consumer Attitudes Expectation

Besides the sensory quality of food, other factors are related to the formation of expectations and selection process for a product. This study aimed to evaluate the effect of the major information found on packages of ready-to-drink orange juices marketed in Brazil on purchase intention of this product, using the conjoint analysis technique, and also associate the information defined to the attitudes of the participants regarding general health and their interest in natural/nonindustrialized products. Four factors were used, each one with two levels: nutritional information on vitamin C (rich in vitamin Cxwithout information), sense of natural/industrialized product (homemade with juicy bitsxorange flavor added), information on preservative (without informationxwithout added preservative) and price (high or low). Sixteen packages were designed and evaluated by 144 consumers segmented into three groups. Low price level was considered with the greatest positive impact, among all information for cluster 1. Cluster 2 just gave importance to homemade with juicy bits. Only cluster 3 has more interest in general health than in natural products. Information rich in vitamin C, homemade with juicy bits, without added preservative and low price grouped the ideal packaging of orange juice for most participants.