Impact of packaging on purchase intention of instant coffee

Researchers at the Universidade Estadual de Londrina in Brazil developed 8 images of instant coffee packages for glass jars and refill packs (eight images each). The package images were evaluated by coffee consumers for purchase intention.
For refill packs, purchase intention increased with the presence of photo depicting coffee cup with foam and coffee beans and additional information; for glass jars, lower price and shape. The study showed that brand was less important than price and packaging attributes, such as additional information, adequate illustration (for refill packs) and package shape (for glass jars). An article about the research is published in the Journal of Sensory Studies.
Click here for an abstract of the article.

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