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Urdaneta City University
overall summary of the research.
For this study, an experiment was conducted in a university campus in Dagupan City
and within the social network of the researcher. Seventy six (76) consumers participated in it,
composing mostly of those whose ages are ranging from 16-20, females, single, and college
undergraduates.
The stimuli of it were real package prototypes of cereals and fruit juice. The attributes
that was examined were: color (red-green), shape (square-curvy), graphics (image of the
product-landscape) and the visibility of the product (existence of transparent part-not); there
is no significant relationship between the respondents’ age and the consumers’ expectation
of cereal health benefits in terms of color, and visibility through the package but there is
significance in terms of shape and graphics; that there insignificant relationship between the
respondent’s age and the consumers’ expectation of juice health benefits in terms of graphics,
but found significance in terms of color, shape and visibility through the package; there is no
significant relationship between respondents’ gender, marital status and educational attainment
and the consumers ‘expectation of health benefits, both for cereal and juice in terms of all the
attributes such as color, shape, graphics and visibility through the package; there was statistically
significant difference in the respondents’ perceptions of food products health benefits as to
graphics and as to visibility through the package of fruit juices; likewise, color is significantly
different than the shape and the graphics of cereal package.
The shape is significantly different than the graphics and the graphics is significantly
different that the visibility through the package. All other comparisons are not significant. The
shape is fruit juices; and, there was significant difference in the perception of respondents as to
the four groups. Color is significantly different than the graphics.
On the basis of the findings cited, the following conclusions are drawn, it was concluded
that females are the majority of the sample because females in the households, often, are
responsible for shopping more than males. The result suggests that respondents perceived
a cereal to be healthier when the content is visible through the package but perceived fruits
juices as healthy in whatever form of packaging it may be constituted because they only put
importance on the nutrients they get which are the primary ingredients content.
The result implies that the respondents’ age gender does not affect the consumers’
expectation of juice health benefits in terms of color, shape, graphics, and visibility through
the package of cereals both for cereals and juice. But from among the four attributes, the
respondents put more importance on the color in determining whether the food product is
healthy or not. It may be supported with a saying that what you see is what you get. This
suggests that the respondents’ expectations as to cereal product benefits as to their perception
of its package as to color and shape comes in different variance as to its importance and degree
of association.
On account of the findings and conclusions the researcher recommend that a more
extensive study shall be undertaken using different attributes to be able to help the food industry,
the food marketers, the designers and other concerned to suit the needs of the consumers.
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