The influencing factors in the purchase process of the breakfast cereals
##plugins.themes.bootstrap3.article.sidebar##
##plugins.themes.bootstrap3.article.main##
Resumo
Esta investigação tem como objetivo melhorar a compreensão dos factores que influenciam as decisões de compra de cereais matinais entre os consumidores portugueses, com especial incidência na relevância e sustentabilidade das embalagens. Foi realizado um estudo de campo, com recurso a métodos quantitativos e descritivos, envolvendo consumidores destes cereais em Portugal. Os dados foram recolhidos através de um questionário electrónico, tendo sido obtidas 335 respostas.
Os resultados fornecem informações sobre os factores que as marcas devem considerar nas suas estratégias de marketing relativamente às decisões de compra destes cereais. O estudo confirmou cinco das treze hipóteses de investigação, tendo outras três sido parcialmente confirmadas. Os principais factores identificados pelos consumidores incluem o sabor, a experiência, o gosto, a embalagem, o rótulo alimentar, o preço, a estratégia promocional, a comunicação e a embalagem sustentável.
Esta investigação contribui para a literatura existente ao centrar-se nestes cereais, um produto familiar para os consumidores de várias faixas etárias, e destaca as actualizações contínuas nas receitas, embalagens, sustentabilidade e estratégias de comunicação. Oferece uma análise abrangente dos factores que impulsionam as decisões dos consumidores numa categoria de produtos que evoluiu significativamente, lançando luz sobre o que motiva os consumidores a preferirem um produto a outro. Este estudo também fornece informações valiosas para as marcas que procuram otimizar as suas estratégias de marketing no mercado dos cereais matinais.
Downloads
##plugins.themes.bootstrap3.article.details##
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Referências
Aaker, D. A. (2014) Aaker on branding: 20 principles that drive success. Morgan James Publishing
Alsswey, A. H., Al-Samarraie, H., El-Qirem, F. A., Alzahrani, A. I., & Alfarraj, O. (2020). Culture in the design of mHealth UI: An effort to increase acceptance among culturally specific groups. Electronic Library, 38(2), 257–272.
Ampuero, O., & Vila, N. (2006). Consumer perception of product packaging. Journal of Consumer Marketing, 23, 100–112.
Ares, G., Giménez, A., & Deliza, R., (2010) Influence of three non-sensory factors on consumer choice of functional yogurts over regular ones. Food Quality and Preference, 21, 361–367.
Arndt, J., (1967) Word of mouth advertising: A review of the literature. Advertising Research Foundation.
Asri, A.F., Chik, C.T, Rais, M.H.M., & Othman, N. (2020). SME Product Packaging: How to Attract Consumers? International Journal of Business Society, 4(7), 102–109.
Auf, M. A. A., Meddour, H., Saoula, O., & Majid, A. H. A. (2018). Consumer buying behaviour: The roles of price, motivation, perceived culture importance, and religious orientation. Journal of Business and Retail Management Research, 12(4).
Bambauer-Sachse, S. & Massera, L. (2016) Effects of Price Promotions on Consumers’ Reference Prices: The Role of Contextual Factors and Price Claims. In L. Petruzzellis & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing, 557–562.
Belch, G., & Belch, M. (2008). Propaganda e Promoção — Uma Perspectiva da Comunicação Integrada de Marketing (7th ed.). McGraw Hill Brasil
Benachenhou, S.M., Guerrich, B., & Moussaoui, Z. (2018). The effect of packaging elements on purchase intention: case study of Algerian customers. Management Science Letters, 8, 217–224.
Bhatti, A. (2018) Sales Promotion and Price Discount Effect on Consumer Purchase Intention with the Moderating Role of Social Media in Pakistan. International Journal of Business Management, 3(4), 50–58.
Billeter, D., Zhu, M., & Inman, J. J. (2012). Transparent packaging and consumer purchase decisions. ACR North American Advances.
Boks, C. & Stevels, A. (2007). Essential Perspectives for Design for Environment - Experiences from the Electronics Industry. International Journal of Production Research, 45, 4021–4039.
Brito, P. (2012), Promoção de Vendas e Comunicação de Preços, Edições Almedina, Coimbra.
CEEREAL. Breakfasts in Europe (2016). http://www.ceereal.eu/resources/publications
Chaudhuri, A., & Holbrook, M. (2001) The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65, 81–93.
Chaudhury, R. (2010) Determinants of Consumer Behavior in Buying RTE Foods. A Journal of The Academy of Business and Retail Management, 5(1).
Chiang, C. F. & Jang, S. S. (2007) The effects of perceived price and brand image on value and purchase intention: Leisure travelers’ attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49–69.
Chind, K., & Sahachaisaeree, N. (2012). Purchasers’ perception on packaging formal design: A comparative case study on luxury goods merchandising. Procedia - Social and Behavioral Sciences, 42, 436–442.
Daley, A., McGee, E., Bayliss, S., Coombe, A., & Parretti, H. (2017). Effects of physical activity calorie equivalent food labelling to reduce food selection and consumption: Systematic review and meta-analysis of randomised controlled studies. Journal of Epidemiology & Community Health. https://jech.bmj.com/content/74/3/269
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20, 82–102.
Deloitte. (2017). Have you met the new consumer? Study. https://www2.deloitte.com/pt/pt/pages/consumer-industrial-products/articles/consumo-2017.html
Fayet-Moore, F., McConnell, A., Tuck, K., & Petocz, P. (2017). Breakfast, and breakfast cereal choice and its impact on nutrient and sugar intakes and anthropometric measures among a nationally representative sample of Australian children and adolescents. Nutrients, 9(10), 1045.
Folkvord, F., Roes, E., & Bevelander, K. (2020). Promoting healthy foods in the new digital era on Instagram: An experimental study on the effect of a popular real versus fictitious fit influencer on brand attitude and purchase intentions. BMC Public Health.
Form, V. (2009). Efficient use of resources in breakfast cereal packaging design. Material Changes for a Better Environment. Waste & Resources Action Programme.
Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant quality that affect guest satisfaction. TURIZAM, 17(4), 166–176.
Gauri, D. K., Ratchford, B., Pancras, J., & Talukdar, D. (2017). An empirical analysis of the impact of promotional discounts on store performance. Journal of Retailing, 93(3), 283–303.
Gregory, J. G. (2021). The ultimate disruption. https://www.epsilon.com/us/insights/core-content/how-covid-19-affects-consumer-behavior-and-marketing-trends
Gürlich, U., Hummelberger, D., Kladnik, V., & Tacker, M. (2020). Circular packaging design guideline: Design recommendations for recyclable packaging.
Hawkes, C. (2010). Food packaging: The medium is the message. Public Health Nutrition, 13(2), 297–299.
Hawkins, D. I., & Mothersbaugh, D. L. (2016). Consumer behavior: Building marketing strategy (14th ed.).
Hurley, R. A., Randall, R., O’Hara, L., Tonkin, C., & Rice, J. C. (2016). Color harmonies in packaging. Wiley Periodicals.
Jaeger, S. (2006). Non-sensory factors in sensory science research. Food Quality and Preference, 17, 132–144.
Jerzyk, E. (2016). Design and communication of ecological content on sustainable packaging in young consumers’ opinions. Journal of Food Products Marketing, 22(6), 707–716.
Koutra, C., Thespol, M., & Ngugi, I. K. (2015). The role of branding, promotion and sub-culture in the consumption of breakfast cereals in Thailand. Hotel & Business Management, 4(1).
Krejčová, A., Ludvíková, I., Černohorský, T., & Pouzar, M. (2012). Elemental analysis of nutritional preparations by inductively coupled plasma mass and optical emission spectrometry. Food Chemistry, 132(1), 588–596.
Krishna, A., Cian, L., & Aydınoglu, N. Z. (2017). Sensory aspects of package design. Journal of Retailing, 93, 43–54.
Kumar, R., & Abdin, S. (2020). Impact of epidemics and pandemics on consumption pattern: Evidence from Covid-19 pandemic in rural-urban India. Asian Journal of Economics and Banking.
Lamb, C. H., Hair, J. F., & McDaniel, C. (2011). Marketing (11th ed.). South-Western Cengage Learning.
Lindon, D., Lendrevie, J., Lévy, J., Dionísio, P., & Rodrigues, J. (2004). Mercator XXI: Teoria e prática do marketing. Don Quixote.
Lindstrom, M. (2013). Brand sense: The sensory secrets that drive us to buy (1st ed.). GestãoPlus Editions.
Ling, C. (2020). How the pandemic is affecting consumer behavior? https://www.degroote.mcmaster.ca/articles/how-the-pandemic-is-affecting-consumer-behaviour/
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
Malhotra, N. (2006). Pesquisa de marketing: Uma orientação aplicada (4th ed.). Bookman.
Matias, F., Santos, M., Assunção, R., & Castanheira, I. (2020). A rotulagem nutricional simplificada na avaliação de cereais de pequeno-almoço. Instituto Nacional de Saúde.
McCarthy, B., & Wang, P. (2022). Shades of sustainability: Who are the buyers and non-buyers of sustainable packaging? Journal of Food Products Marketing, 28(4), 153–178.
McCarthy, E. J. (1964). Basic marketing: A managerial approach (2nd ed.). Irwin.
Mielgo-Ayuso, J., Valtueña, J., Cuenca-García, M., Gottrand, F., Breidenassel, C., Ferrari, M., & Gonzalez-Gross, M. (2017). Regular breakfast consumption is associated with higher blood vitamin status in adolescents: The HELENA (Healthy Lifestyle in Europe by Nutrition in Adolescence) Study. Public Health Nutrition, 20(8), 1393–1404.
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention: Case study: The agencies of Bono brand tile in Tehran. Journal of Multidisciplinary Engineering Science and Technology, 2(1).
Mowen, J., & Minor, M. (2005). Comportamento do consumidor. Pearson Prentice-Hall.
Olalekan, S. O., & Adewale, A. G. (2017). Effects of packaging on consumers’ purchasing decisions. International Journal of Trend in Scientific Research and Development, 1(6).
Oliveira, E., & Ferreira, P. (2014). Métodos de investigação: Da interrogação à descoberta científica. Grupo Editorial Vida Económica.
Page, R., Montgomery, A., & Richard, A. (2008). Targeting children in the cereal aisle: Promotional techniques and content features on ready-to-eat cereal product packaging. American Journal of Health Education, 39(5).
Pauer, E., Wohner, B., Heinrich, V., & Tacker, M. (2019). Assessing the environmental sustainability of food packaging: An extended life cycle assessment including packaging-related food losses and waste and circularity assessment. Sustainability, 11, 925.
Putra, A. H. P. K., Said, S., & Hasan, S. (2017). Implications of external and internal factors of mall consumers in Indonesia to impulsive buying behavior. International Journal of Business Accounting and Management, 2(4).
Puttaiah, M. H., Raverkar, A. K., & Avramakis, E. (2020). All change: How COVID-19 is transforming consumer behavior. https://www.swissre.com/institute/research/topics-and-risk-dialogues/health-and-longevity/covid-19-and-consumer-behaviour.html
Ranjbarian, B., Mahmoodi, S., & Shahin, A. (2010). Packaging elements and consumer buying decisions. International Journal of Business Innovation and Research, 4(4).
Reimer, T., & Benkenstein, M. (2016). When good WOM hurts and bad WOM gains: The effect of untrustworthy online reviews. Journal of Business Research, 69(12), 5993–6001.
Ribeiro, C., & Mesquita, C. (2019). Influência dos media nas escolhas alimentares dos alunos. Da Investigação às Práticas, 9(1), 81–89. https://doi.org/10.25757/invep.v9i1.169
Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials’ sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807–2819.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust, and satisfaction on building brand loyalty: An empirical research on global brands. Procedia Social and Behavioral Sciences, 24, 1288–1301.
Salleh, S., Hussin, Z., Pangil, F., Hasan, H., Mokhtar, S. S., & Shaari, H. (2013). An empirical investigation of brand loyalty behavior among hotel employees in Northern Malaysia. International Journal of Business and Social Science, 4(2).
Santos, D., Silva, J. A., Pinto, E., & Pintado, M. (2022). Breakfast cereal products consumption and consumer preferences: A study on dietary fibre content awareness. Journal of Food Processing & Beverages, 9(1), 1–9.
Sarkar, S., & Aparna, K. (2020). Food packaging and storage. Research Trends in Home Science and Extension, 3.
Shahid, Z., Zafar, F., & Hussain, T. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing and Consumer Research, 33.
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British Food Journal, 10(8), 607–628.
Singh, S. (2006). Impact of color on marketing. Management Decision, 44(6), 783–789.
Smith, A. P. (1998). Breakfast and mental health. International Journal of Food Sciences and Nutrition, 49(5), 397–402.
Stewart, B. (1995). Packaging as an effective marketing tool. Pira International.
Sungpo, Y., Zhao, J., & Joung, H. (2018). Influence of price and brand image on restaurant customers’ restaurant selection attribute. Journal of Foodservice Business Research, 21(2), 200–217.
Trudel, R. (2019). Sustainable consumer behavior. Consumer Psychology Review, 2(1), 85–96.
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behavior. International Journal of Information and Decision Sciences, 11(3).
Waheed, S., Khan, M. M., & Ahmad, N. (2018). Product packaging and consumer purchase intentions. Market Forces College of Management Sciences, 13(2).
Williams, P. G. (2014). The benefits of breakfast cereal consumption: A systematic review of the evidence base. Advances in Nutrition, 5(5), 636S–673S.
Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: The moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93–127.
Zhang, L. (2013). Creating a better product experience in organic cereal packaging design.