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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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