| Abstract [eng] |
Relevance of the topic. A wide range of food products is not an exceptional case nowadays. Sometimes loads of products cause difficulties to consumers in the process of choosing and purchasing them. While choosing food products consumers often compare and evaluate them according to the visual look and the given information about the value of the product. It means that during a short period consumer must be persuaded effectively to buy a necessary good. Usually good packages help people to perceive and imagine freshness, ecology, taste and other aspects. It has been noticed that it is very important to choose a good product not being cheated. Scientists have proved that a product package as the whole complex of elements helps consumers to understand if a product is healthy, ecological, safe, tasty and if it is according to their individual needs. These aspects of the perception form a view about the quality of the good. Scientists affirm that a formed view has a big impact on consumer decisions: to buy or not to buy the product. However, it hasn’t been clear so far how different visual elements of the package form a view about imaginative quality. Because of these reasons it has been formulated a scientific problem: how the elements of food product package impact the consumer attitude towards quality and intention to buy. The main results of the project and the research. Having finished the theoretical analysis, it was formulated a conceptual model of the research. On this base it was completed the empirical research. A conceptual model consisted of 3 main constructs: visual elements of the package: clear, the photos on the package, the package material, the consumer attitude and the purchase intention. Using the empirical method the aim was to explain if visual elements impact the perceptive quality of food, to fix the impact of different elements of attitude towards the quality and to check up if this attitude has the impact on purchasing. There were chosen two packages of frozen fish to analyse the research. One of them was clear, made of plastic. The second one was closed, made of paper. This food product category was chosen because of the lack of research on frozen products and later predictions of scientists. It was a purpose to compare if different categories of food products have a different attitude of consumers. Having completed the empirical research it was noticed that the visual elements of the package: clear, photos and material do not affect the attitude of consumers towards the quality of food products. While analyzing the clear package a statistically important connection was between the element of clear and the quality attitude. Analysing the closed package the connection was between photos on the package and the quality attitude. Though, the connection is statistically important, it is too weak to state the hypothesis raised in the research. It means that in the case of frozen fish packages small elements do not impact the attitude towards the quality. However, having checked up the impact of quality leading to purchase intention, it was established a positive, average strength connection in both varients of the packages. In summary, it can be stated that the consumer attitude towards quality has a very important impact on purchase intention. |
