Received: 25 September 2017
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Revised: 12 January 2018
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Accepted: 25 January 2018
DOI: 10.1111/ijcs.12427
ORIGINAL ARTICLE
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Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market 1 | Michał Halagarda2 Jarosław Swida
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Stanisław Popek2
1 Department of Product Packaging, Cracow University of Economics, Cracow, Poland
Abstract
2
In many societies, the scale of demographic change associated with increased longevity has the
Department of Food Commodity Science, Cracow University of Economics, Cracow, Poland Correspondence Jarosław Swida, Department of Product Packaging, Cracow University of Economics, 31-510 Cracow, Rakowicka 27, Poland. Email:
[email protected]
potential to influence the market for consumer goods. As a result, continuous improvement in packaging design that takes into account the needs of older people should become an important challenge for both packaging producers and product manufacturers. Due to the fact that there is limited research concerning the design of food packaging for older people, the aim of the study was to identify the expectations of this group of consumers in this respect. Milk packaging was selected as a model subject of study. Factors influencing older consumers and their buying patterns when purchasing milk have been thoroughly examined. The research was conducted among people over the age of 60 with the use of three methods: a questionnaire (600 subjects), an in-depth
Funding information National Science Centre, Poland, Grant/ Award Number: UMO-2014/13/B/HS4/ 00482
interview (60 subjects) and eye tracking (30 subjects). The results of the study show that older consumers have specific preferences regarding packaging type and design. When considering milk packaging, for example, they prefer glass bottles, simple graphics and font and subdued colours. They most frequently look for information concerning the product’s expiration date, its producer’s name and its composition. Eye tracking revealed that the older the consumers are, the more problems with finding expiration date they have. The time required to find such information, however, strongly depends on where exactly the expiration date is printed on the packaging. The preferred place in this case is the top of the bottle. Older consumers identify product’s brand with the name of the producer. Moreover, the absence of the term ‘ingredients’: on the milk packaging oftentimes causes confusion among older people, who are concerned about potential food additive content. KEYWORDS
consumer survey, eye tracking, in-depth interview, older consumer, milk packaging
1 | INTRODUCTION
currently the highest. The problem of an aging society is a matter of concern mainly in the context of possible threats to future economic
The process of aging of the world population has been progressive and
sustainability. However, this phenomenon can also mean new opportu-
particularly marked over the last few decades. The pace of population
nities. (Anonymous, 2015; Chomik, McDonald, & Piggott, 2016; Stelter,
aging differs depending on the economic development of the country,
2016; Vogel, Ludwig, & Borsch-Supan, 2017). Demographic changes
social and health policies, citizens’ awareness and education, access to
associated with population ageing are currently a challenge for the con-
ska & healthcare, lifestyle as well as genetic factors (Makara-Studzin
sumer good market primarily in post-industrial societies, like Poland,
Krys-Noszczyk, 2012). By the year 2030, the number of older people is
where meeting consumers’ expectations is essential for companies that
predicted to increase most in Latin America and the Caribbean with an
want to survive in the competitive market (Halagarda, 2017).
expected 71% growth in the population aged 60 years or more, fol-
The specificity of older people as consumers results primarily from
lowed by Asia (66%), Africa (64%), Oceania (47%), Northern America
the different manifestations of aging specified in literature in terms of
(41%) and Europe (23%) (Anonymous, 2015). The changing demo-
metric, social, psychological and biological age. The metric (chronologi-
graphic profile appears to be one of the key issues at the moment,
cal) age is measured by the number of years of the person. Social age is
especially for the well-developed regions, where the life expectancy is
related to a cultural factor and refers to the social expectations about
Int J Consum Stud. 2018;1–9.
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C 2018 John Wiley & Sons Ltd V
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the way people behave during adulthood, their social roles or activity
important challenge for both packaging producers and product manu-
levels. The psychological age is expressed by the degree of mental effi-
facturers (Sudbury-Riley, 2014; Wenk et al., 2016).
ciency and the quality of psychosocial functioning. On the other hand,
Due to the fact that remarkably many marketers and designers
biological aging (also called fitness or functional age) is related to the
overlook the older consumers’ needs, learning about them can contrib-
progressive physiology of the body and experiences of different
ute to the development of products that enhance the quality of life of
changes in physiological systems, such as, for example, visual impair-
older people. What is more, there has been limited research concerning
ment, hearing loss or manual dexterity (Pukała & Adamisin, 2015; San
packaging design for this particular group of people (Sudbury-Riley,
& Yazdanifard, 2014).
2014). There are only a handful of studies concerning technical design
Preparing an offer addressed to this particular consumer group and
of packaging related to ease of opening (Bell, Walton, & Tapsell, 2016;
tailored to meet the specific needs of older people should not be per-
Hensler et al., 2015) and presenting requirements of older people for
ceived as a problem but a challenge that may stimulate market devel-
packaging (Duizer et al., 2009). To our best knowledge there are no
opment, which in consequence has the potential to translate into long-
studies that comprehensively deal with the packaging design for this
term economic growth (Cameron, Richardson, & Siameja, 2016; Vogel
particular group of consumers. Therefore, the aim of this study is to
et al., 2017). Increasingly, the choice of food products is influenced by
identify the expectations of older consumers regarding the packaging
the personality of the consumer, his or her system of values and life-
of food products according to their age and shopping habits. Due to
styles, as well as the motives for selecting specific foods and factors
the fact that milk packaging is characterised by a large variety of types,
they consider as regards the food product packaging (Haverstock & Forgays, 2012). Due to their physiological conditions, more attention should be directed to older consumers (who are currently making up a significant market segment); hence, the need to develop a model approach. Several factors should be considered when preparing the model approach. In order to fulfil consumer needs, expectations and
from classic (glass bottle) to modern (multilayer laminates or plastic containers of various shapes and sizes), as well as by a wide range of technology and materials which need be used (Haghighi-Manesh & Azizi, 2017) in consideration of product transport and storage conditions (Bertolini, Bottani, Vignali, & Volpi, 2016), it was chosen as the model subject of the study.
preferences, the product and its packaging should also somehow address functional and cognitive limitations of older people (Leslie, 2011). In this way, older consumers will begin to be appreciated as consumers capable of purchasing more goods and services. Thinking in terms of the ‘silver economy’ only begins when we go beyond narrowly defined target groups. We then begin to think of potential customers in terms of not only individuals but entire groups or organisations as well, and the needs met are not so much the needs of older consumers, but they are the needs of the whole structures that interact with older people on a regular basis. From this perspective, the focus is not only on the older consumers, but also on the old age, and most importantly —on providing products and services that allow them to prolong their activity. At this stage, traditionally undertaken measures aimed at satisfying the needs of older consumers begin to assume a different character: instead of taking into account the specificity of older people in
2 | MATERIAL AND METHODS The research was conducted using three methods: a questionnaire, an in-depth interview and eye tracking. The survey was carried out among a group of 600 consumers aged 60 and older in southern Poland. The sample selection was of a quota type and was as follows (Table 1). Female subjects were recruited in the greater number because they generally live longer and are more likely to be responsible for purchasing decisions (Brennan, 2011). The research was conducted using the computer assisted telephone interview (CATI) interview method (Bickman & Rog, 2009). The survey questionnaire consisted of two parts. The first part contained questions
designing products independent of the life cycle of the individual, the
identifying the needs and expectations of older consumers with regard
focus is on satisfying the ‘created’—that is, the unfulfilled—needs of
to food packaging, among others: preferences for choosing the type of
older consumers, or on implementing such methods of satisfying the
packaging for a particular type of food, determining the validity of the
individual needs that are related to the use of state-of-the-art technol-
information sought on the packaging, preference for the elements of
ogies (Chomik et al., 2016; Vogel et al., 2017).
the visual layer of the packaging. The second part of the questionnaire
There is still a need to understand how consumers perceive extrin-
was made up of socio-demographic questions.
sic qualities of food packaging (Hollywood, Wells, Armstrong, & Farley,
An individual in-depth interview (IDI) (Patton, 2015) was con-
2013). It is essential to develop new packaging designs that reflect con-
ducted among 60 people over the age of 60 in southern Poland. The
sumer preferences and needs (Duizer, Robertson, & Han, 2009; Hens-
interview was carried out in a specially prepared room (laboratory) that
ler, Herren, & Marks, 2015; Yoxall, Rodriguez-Falcon, & Luxmoore,
had adequate acoustic and lighting conditions. The scope of interviews
2013). Differences related to sex, age, socio-economic background,
encompassed shopping habits and opinions on the use of milk packag-
mental ability and manual dexterity must all be considered by the
ing. The audio from the IDI’s was recorded and transcribed with incor-
designer. A dissatisfied consumer is more likely to select another prod-
poration of notes taken by the observers. The transcription was then
€ fgren, uct or brand during the next purchase occasion (Pousette, Lo
analysed after the transcript had been carefully read three times. The
Nilsson, & Gustafsson, 2014). Continuous improvement of packaging,
study, thus, carried out made it possible to identify three age groups of
taking into account the needs of older people, is becoming an
consumers with different shopping habits.
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TA BL E 1
3
Demographic characteristics of respondents Town up to 20,000
Rural
Town/city 20–200,000
City over 200,000
Years of age
F
M
F
M
F
M
F
M
Total
60–69
75
64
20
16
32
25
47
35
314
70–79
48
32
12
8
18
12
28
18
176
80 and older
35
16
8
3
12
5
21
10
110
Total
270
67
104
159
600
The eye tracking study was conducted among a group of 30 peo-
(in the case of normal distribution) or Dunn’s test (in the absence of
ple over 60 years of age. It aimed to record the distribution of visual
normality). The comparison of qualitative variables in groups was done
attention while viewing and searching for information on the photos of
using the chi-square test (with Yates correction for 2 3 2 tables) or the
selected packaging presented on a computer screen in a laboratory set-
Fisher exact test where the tables showed low expected frequencies.
ting. The room in which the tests were carried out had stable conditions with dim artificial lighting that did not interfere with the projected
3 | RESULTS AND DISCUSSION
images. The study was conducted using Tobii X2–30 Compact Eye tracker that recorded the path of looking at images of selected milk
3.1 | Individual in-depth interview
packaging (three different brands of milk in 1 L bottles). The bottle selection as a subject of research was determined on the basis of the responses to surveys and in-depth interviews. Tobii Studio software was used to analyse the received data. Participants were then asked to
The IDI data analysis led to the classification of respondents into three segments, which were then taken into account when analysing the survey and eye tracking results:
read a specially developed study guide and to perform a test task to
Group 1: Shopping habits: they buy in the hypermarket, they rarely
get acquainted with the course of the proper examination. Then they
shop (once a week); the price is very important; the selection crite-
were asked to perform the tasks that were the essence of the test. Par-
rion is promotions; they read the information on the label (consum-
ticipant scanpaths were tracked through saccadic movements and fixa-
ers aged mostly 60–69);
tion points. The study lasted about 15 min. Participants were to find specific information (consistent with the most common responses given in the survey) on the milk packaging. Most of the previous studies where eye tracking technique was employed focused on evaluation nez of which packaging elements capture user’s attention (e.g., Antu et al., 2013; Ares et al., 2013, 2014). In this study, however, the ability and the time needed to find the relevant information were verified. The data sought were, according to the abovementioned survey, the most important factors considered by consumers during shopping. Respondents were supposed to find the expiration date, the product composition and the name of the producer on the product image displayed. The time of the first fixation was registered. The results have been illustrated by heat maps that show the distribution of visual attention while viewing the images. Maps were generated by summing the
Group 2: Shopping habits: they buy two to three times a week in a discount store; the price is important; the selection criteria are habit and freshness; they read the information on the label (consumers aged mostly 70–79); Group 3: Shopping habits: they often buy in small shops near their homes, even if it is more expensive; the price is unimportant; they do not read the information on the packaging and have confidence in the seller; they buy the product out of habit (consumers aged mostly over 80 years). These findings are consistent with the results of studies by Meneely, Burns, and Strugnell (2009) and Nilsson, Gärling, Marell, and Nordvall (2015) who reported that older people, in comparison to younger age groups, shop more frequently and purchase fewer items.
length of the fixture (focus pattern) on the individual elements. The red colour indicated where the respondents looked the longest. The statistical aspect of the experiment was based on the analysis
3.2 | Computer assisted telephone interview
performed in the R program, version 3.4.0. The significance level was
The analysis of the survey results shows that the majority of respond-
.05, so all p-values below .05 were interpreted as indicating significant
ents (51.3%) prefer a glass bottle as a milk package; multilayered pack-
correlations. The normality of the distribution of variables was tested
aging is preferred by 31.3%, plastic bottle by 10.8% and the plastic bag
using the Shapiro–Wilk test. The comparison of quantitative variables
is preferred by only 3.5% of respondents. Similar results were received
in three or more groups was performed with the use of the analysis of
by Duizer et al. (2009). In their research concerning older consumers,
variance, ANOVA (when the variable had a normal distribution in the
glass bottles and jars were the most preferred packaging types,
analysed groups), or the Kruskal–Wallis test (when it did not have nor-
whereas plastic bottles and cellophane were the least liked. Also sub-
mal distribution). When such comparison showed statistically signifi-
jects questioned by (Hollywood et al., 2013) showed some preferences
cant differences, post-hoc analysis was performed: Tukey’s HSD test
for glass milk bottles, despite their heaviness. Research by Bell et al.
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subjects mentioned: price, date of manufacture and the manner of storage. As many as 83.5% of subjects declared the importance of verification of expiration date before making the purchase. This is significantly more than in the research conducted in Canada, the United States and Turkey, which showed that actually merely 42%–65% of respondents check this information before making their buying decisions (Harcar & Karakaya, 2005). Older adults form a group that oftentimes struggles to ensure food safety and balance their diets according to their nutritional needs (Buzby, 2002; Marquis, Dubeau, & Thibault, 2005). The ingredient lists contain important nutrition information (e.g., on food additives), that can contribute to the consumer’s evaluation of a food’s healthfulness (Soederberg Miller & Cassady, 2015). In this research over 51% of subjects looked for data on food product composition. Pettigrew, Worrall, Biagioni, Talati, and Jongenelis (2017) also found that the information Top search information on the packaging of milk [Colour figure can be viewed at wileyonlinelibrary.com] FIGURE 1
on the food ingredients were found to be a salient issue at point of purchase. As many as 44.8% of respondents treated information about the producer as important when making buying decisions. According to
(2013) carried among the hospitalised older adults showed that Tetra
Delgado-Ballester and Munuera-Aleman (2001) and Norberg, Maehle,
Paks were among the packaging types most difficult to open. Similarly,
and Korneliussen (2011), trust and brand-loyalty influence customer
older consumers reported problems with Tetra Pak equipped with a
commitment and satisfaction, serving as a driving factor toward posi-
pull tab (Duizer et al., 2009) and a plastic screw (Hollywood et al.,
tive purchase intentions.
2013). What is more, consumers, especially older ones, want to see
Contrary to expectations, only 18.2% of respondents considered
what they buy (Hollywood et al., 2013) and glass containers not only
the nutritional value as an important aspect of general information
fulfil that need but are perceived as being environmentally friendly as
about the product. This figure is much lower than the ones received by
well (Duizer et al., 2009).
Drichoutis, Lazaridis, and Nayga (2005). In their study, 54.1% of Greek
When analysing responses regarding the most preferred type of
subjects claimed that they read nutritional information labels. An appa-
milk packaging, it can be stated that statistically significant differences
rently small interest in this type of information is probably caused by a
were found for the entire population of respondents surveyed and
low level of usage of such information in all age groups, including older
depended on the respondents’ place of residence. It was also found that
consumers. In the group of older people, the reason for that can also
the more densely populated area, the more frequently plastic bottles
be the lack of understanding of nutrition labels (Kim, Oh, & No, 2016).
are likely to be selected: in cities with a population of over 200 thou-
What is more, Hollywood et al. (2013) reported that the majority of
sand inhabitants—17.61%, in cities with 20–200 thousand residents—
milk consumers do not use information on nutritional value in any way
11.54%, in cities up to 20 thousand residents—10.45%, in rural areas—
because they perceive milk as a natural, unmodified product. In this
6.67%. On the other hand, the more densely populated area, the less
research nutritional information was most frequently sought by people
willingly glass bottles are selected: 44.65%, 47.12%, 47.76% and
aged 70–79 years (23.86%) and least frequently by people aged 60–69
57.78%, respectively (p 5 .034). The choice of plastics as a packaging
years (13.69%) (p .011), which can be explained by increasing age-
material by large city dwellers can be explained by greater openness to
related eating patterns and healthier food choices (Anderson, Winett, &
innovative packaging solutions and a higher level of recycling education.
Wojcik, 2000; Hunter & Worsley, 2009). People aged 80 or over are
Though, people might also be concerned about environmental friendli-
actually more susceptible to malnutrition, osteoporosis and sarcopenia
ness of such packaging material (Fernqvist, Olsson, & Spendrup, 2015).
as a consequence of reduced appetite and diminishing ability to absorb
The information presented on the packaging and included in its design is a potentially essential source of knowledge on what the prod-
nutrients (Donini, Savina, & Cannella, 2003; Stroebele-Benschop, Depa, & de Castro, 2016).
uct is and what benefits it delivers (Steenkamp, 1990). As many as 73%
When analysing the social demographic impact on the characteris-
of people rely on the packaging information to help them make pur-
tics of the relevance of the remaining information sought on the milk
chase decisions (Wells, Farley, & Armstrong, 2007). Figure 1 shows the
packaging, it can be concluded that men, more often than women,
results of the research on the most commonly sought information on
sought product names (19.26%; 12.36%) (p 5 .028), and less often the
the milk packaging by older consumers.
expiration date (7.28%; 87.08%) (p 5 .006), quality of calories (11.48%;
As shown in Figure 1, the most sought after information is the
18.82%) (p 5 .021) and eco labels (0.41%; 3.65%) (p 5 .021). The
expiration date or best before date, the product compositions and
results of the study indicate that men make a purchase decision only
the name of the producer. Among ‘other’ responses, the surveyed
on the basis of product identification. Women, on the other hand, are
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more likely to take into account the issues related to the so-called
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proposals presented to them: colours—lively, vivid vs. pastel, calm;
health (safety) of a product. The differences in behaviours related to
shape—modern, original vs. plain, simple, convenient; closure type—
paying attention to information concerning the shelf life can be
modern, secure, complicated vs. traditional, easy. The analysis of the
explained by the fact that health risk behaviours may be associated
results of the study on the preferences of visual elements indicated
with maleness whereas health protective behaviour with femaleness
that the vast majority of respondents prefer simple, convenient shapes
(Courtenay, 2000). It is worth noting that no statistically significant dif-
(86.8%) made of matt porous material (87.5%), which is not surprising
ferences were found in the composition of the product between men
since the texture, size and shape of the food packaging affect the sta-
and women. This is in contrary to the findings of Stran and Knol
bility of precision grip force (Rowson & Yoxall, 2011). It was noted that
(2013), who claimed that women check and use food label components
the simple, convenient shape of the packaging was least frequently
presenting the product’s composition more often than men. The infor-
chosen among men aged 60–69, and most often by women aged 80
mation on content or number of items placed on milk packaging was
and older. In addition, older consumers prefer the packaging with infor-
most often sought by persons with secondary education (4.33%), and
mation written in plain, angular, bold type font (92.5%). The more the
least often by persons with vocational education (0.0%) (p 5 .028). On
packaging attracts the attention of prospective buyer, the better chan-
the other hand, information on the name of the producer was most
ces that the product will be selected (Chandon, Hutchinson, Bradlow, &
often sought by persons with higher education (50.29%), and least
Young, 2007). Although, bright, vivid colours and modern graphics are
often by people with basic education (33.77%) (p 5 .002). This suggests
nez, Maiche, & nez, Gime effective in drawing people’s attention (Antu
that the better educated people are, the more interest they put in the
Ares, 2015), in this research older consumers preferred pastel and calm
food producer. The ‘product name’ on milk packages was most often
colours (84.5%) and traditional graphics (79.5%). Studies by Dittrich
sought by people from cities of 20–200 thousand residents (23.08%),
and Spanner-Ulmer (2010) and Marks et al. (2012) have shown that
and least by people from rural communities (15.19%) (p 5 .027). A
40% of people aged between 62 and 82 years, and up to 78% of
wide range of product assortment offered in the shopping networks of
patients with hand disorders, have some problems with opening pack-
big cities makes it necessary for a consumer to choose the product
aging or are even unable to do so. Therefore, it can be easily under-
from among many other ones, while a reduced product range in rural
stood why in this research 77.3% preferred traditional, easy to open
shops results in a lack of interest in this type of information. Taking
packaging, whereas only 22.7% modern, safe and complicated to open.
into account the combined effect of the gender and age of respondents
It was, however, noticed that there were statistically significant differ-
on the validity of the information on milk packages, it was observed
ences considering age and gender. Men older than 80 years were the
that information regarding:
most eager ones to choose modern, safe and complicated to open
Product names were most often searched by men aged 70–79 (24.29%), and least often by women aged 70–79 (8.49%) (p 5 .048), The expiration date was most frequently searched by women aged
packaging closure (32.35%), whereas women aged 70–79 and over 80 were the most reluctant to this type of closure (13.21% and 13.16%, respectively) (p 5 .011). According to the analysis results, the lower the respondent’s age, the more often ‘lively, vivid colours’ and ‘modern,
70–79 (91.51%), and least frequently by men aged 70–79 (72.86%)
original’ packaging was indicated. Men, on the other hand, were more
(p 5 .024),
likely to choose modern, safe, complicated closures as technically more
The nutritional value was most often sought by men aged 80 and
advanced. ‘Modern, safe, complicated closure’, the most popular choice
older (26.47%), and least often by women aged 60–69 (10.92%)
for city dwellers of over 200 thousand inhabitants, confirms their
(p 5 .037),
greater openness to innovative solutions.
The caloric value was most often sought by women aged 70–79 years (13.21%), while men aged 60–69 were least likely to look for such information (10.71%) (p 5 .047), The eco labels were most often sought by women aged 80 and older (5.26%), and least often by men aged 60–69 (0.0%) and 70–79 years (0.0%) (p 5 .012).
3.3 | Eye tracking The questionnaire and survey results convey data often biased toward social desirability, while the orientation of the consumer’s eyes delivers a straight measure of visual attention (Helmerta, Symmank, Pannasch, & Rohm, 2017). Therefore, in a further stage of the analysis, the
The appearance of food product and its packaging play an important
research was performed using the eye tracking method. The literature
role in the judgment of product quality, and therefore they have an
on the subject indicates that consumers usually tend to have a higher
influence on whether a consumer makes a purchase or rejects the
fixation probability on qualities that are more relevant for making a pur-
good (Eldesouky, Pulido, & Mesias, 2015). In the subsequent question,
€ckner & Herbold, 2011; Reisen, Hoffrage, & Mast, chase decision (Glo
the respondents commented on the preferences of the visual layer ele-
2008; Su, Rao, Li, Wang, & Li, 2012). Therefore, the respondents were
ments, that is, the colour of the package, the graphics, packaging mate-
divided into three groups (depending on three different products and
rial, type of font, shape and type of packaging closure. The preferences
three most often sought label components—shelf life, product composi-
of the individual elements of the visual layer of the packaging were
tion and producer name) and the differences between them were
determined by the respondents by the selection of contrasting
analysed.
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F I G U R E 2 Distribution of visual attention of respondents during the search for information on the shelf-life; (a) brand I milk sample, (b) brand II milk sample and (c) brand III milk sample [Colour figure can be viewed at wileyonlinelibrary.com]
The visual distribution of the respondents during the search for information about the producer’s name; (a) brand I milk sample, (b) brand II milk sample and (c) brand III milk sample [Colour figure can be viewed at wileyonlinelibrary.com]
FIGURE 3
The label is characterised by size, colour, shape, location, orienta-
Martín, and Puebla (2015) there are positions on the packaging that
tion, brightness, texture, contrast, contour, luminance and print quality
have higher probability of being unnoticed, that is, the lower parts of it,
(e.g., fonts). Its location is linked to the direct product packaging con-
as well as other positions where consumers place their attention
text within which the label occurs. Other packaging features also com-
unconsciously and automatically, that is, the upper part, particularly the
pete for the consumer’s attention on the basis of such features as
upper left.
physical characteristics, familiarity and complexity. These all may affect
Analysing the visual distraction of respondents with respect to the
the patterns people intuitively apply when information on product
producer’s name information (Figure 3) on the milk packaging of brand
packaging is searched and analysed (Bialkova & van Trijp, 2010). Items
III, a lot of fixation on the brand name label can be observed as well as
that are visually salient are more likely to be seen first (location of first
on many other brand indications. Similarly, for milk brand I and brand II,
fixation) (Navalpakkam, Kumar, Li, & Sivakumar, 2012).
respondents focused their attention on the logo which could be found
As regards the information on the shelf-life (Figure 2), the visual
on the packaging and on the name of the product on the label. The
attention of the respondents was least dispersed on the milk packaging
results of the study show that consumers do not distinguish between
of brand I and the milk of brand III—fixations occurred mostly exactly
the brand and the name of the producer.
where the date is located. On the other hand, much more dispersed
With reference to the information on the composition of the prod-
attention can be observed on the packaging of milk of brand II.
uct (Figure 4) on the brand III milk packaging, respondents generally
Respondents sought information on the shelf-life on the label and on
looked for such information among the inscriptions on the label. On
the bottle itself while the information was posted on the top of the
the milk packaging of brand I there are only few eye catches on the
bottle closure. The speed of finding information regarding the shelf-life
name, while on the packaging of the brand II milk most respondents
of milk was determined by the respondents’ habit of searching for the
erroneously pointed to other textual information on the side label,
information on the bottle, where it is most often provided by the pro-
what may be caused by the lack of the term ‘ingredients’: on the milk
n, ducers, that is, the top of the bottle. According to Rebollar, Lido
package.
F I G U R E 4 Distribution of visual attention of respondents during the search for product composition information; (a) brand I milk sample, (b) brand II milk sample and (c) brand III milk sample [Colour figure can be viewed at wileyonlinelibrary.com]
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7
The results of information retrieval on the milk packages tested 3.42 6 0.77
1.94 6 0.67b
8.54 6 1.19
60–69 years (n 5 10)
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are shown in Table 2. Post-hoc analysis positively predicted that people aged 80 or over needed significantly longer time to find information about the composition of brand III milk (p 5 .001), the shelf life and
3.51 6 0.75
2.24 6 0.82a
9.4 6 2.76
the brand II milk (p 5 .004) than the remaining people. The problems of finding this information by people aged 80 or over can be determined by the differences between the packages tested, that is, the product composition information in the middle of the text on the label, without
other reference numerals (brand II milk), as well as the name of the manufacturer at the bottom of the label content as a continuation of
.835
3.43 6 0.53
life in the packaging for brand I milk and the information including the 80 years (n 5 10)
Brand III Age of respondents
70–79 years (n 5 10)
brand name of the milk producer I (p 5 .001), as well as the shelf life of
the label (brand I milk). According to the analysis, people aged 60–69 about the name of the brand of milk producer (p 5 .001)—the full
7.13 6 1.05
ab
1.5 6 0.25
9.2 6 1.62b
60–69 years (n 5 10)
needed significantly less time than other people to find information name of the manufacturer appears on the packaging in a vertical position relative to the rest of the information, which may have hindered the search for information; however, in addition, the marketing name is
1.45 6 0.29
8.11 6 1.25a
8.546 1.09b
4 | CONCLUSIONS The results of the study show that older consumers have specific pref-
ate type of packaging. Moreover, simple graphics and font as well as subdued colours positively affect the reception of milk. It should be, .001
9.52 6 1.21
0.073
1.82 6 0.43
a
favour glass as the packaging material and bottle as the most appropri-
80 years (n 5 10)
Brand II Age of respondents
70–79years (n 5 10)
clearly visible on the packaging label.
however, noted that the age of older consumers affects their shopping When analysing the information conveyed by milk packaging it
b
3.82 6 0.68
was shown that the most sought after data are the shelf life, the name
.004 p
5.08 6 0.73 Name of producer
0.057 p
2.23 6 0.43 Composition of the product
p
.001
ab
4.15 6 0.47
2.25 6 0.63
a
of the producer and the composition of the product. The expiration p, indicates significant differences with consideration of respondents’ age. SD, standard deviation. Letter symbols were used to mark statistically significant differences.
1.74 6 0.28
9.32 6 2.07b 10.87 6 2.32a 15.04 6 3.15ab Shelf life
>80 years (n 5 10)
70–79 years (n 5 10) Product characteristic
Brand I Age of respondents Brand
TA BL E 2
Time to first fixation mean in particular age groups
60–69years (n 5 10)
habits what might be reflected in product choices.
date was, however, the piece of information that took longest to search for by consumers in the age range of 80 and over. The time of searching was different depending on where the information was located and the most preferred place to put such information was the top of the bottle. It was also shown that older consumers do not distinguish between the brand and the name of the producer, what may indicate that they are perceived as different representations of the same concept. Moreover, it was noted that the absence of the term ‘ingredients’: on the milk packaging, which is sought to evaluate food’s healthiness, caused confusion among older consumers. Finally, it must be indicated that main limitation of this research is derived from the fact that the samples comprised Polish respondents belonging to the lower middle class. Therefore, the results may be typical only of this kind of consumer and further research is needed to better understand the extent and nature of differentiation in consumer response.
ORC ID Michał Halagarda
http://orcid.org/0000-0001-5716-0353
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How to cite this article: Swida J, Halagarda M, Popek S. Perceptions of older consumers regarding food packaging as a prerequisite for its improvement: A case study of Polish market. Int J Consum Stud. 2018;00:1–9. https://doi.org/ 10.1111/ijcs.12427
