A influência das embalagens no poder de decisão de compra de alimentos – uma revisão

Abstract

Over time and the development of production processes, the packaging evolution process began. Packaging exists to meet consumer needs and has long ceased to be just the wrapper for products and has acquired other attributions, becoming increasingly an object of marketing and advertising. Therefore, the general objective of this work was to carry out a bibliographic survey about the influence of food product packaging in the process of choice, decision and purchase by consumers. A bibliographic search was carried out on the official website of the Revista Científica Eletrônica de Engenharia de Produção, Revista Científica Rural UFSM, Revista Científica UMC, Google Acadêmico and Scielo, with publications chosen for presenting the most relevant research on packaging and the influence they exert for with consumers. For this, the research was carried out using the following keywords: marketing, advertising, label, consumption and color. Choosing, preferably, the works of the last 10 years of publication. According to the survey, a total of 32 articles were found, most of which emphasize packaging as a decisive factor at the time of purchase. It was observed that in relation to the material of the cachaça packaging, the interviewees' preference is for transparent glass because the amber color refers to the recycled material, it was evident that most consumers read the labels on the packaging, which give importance to attributes such as: color, size, shape, brand and price with the majority of respondents being female. From another perspective, it was demonstrated that packaging produces a lot of waste and that people do not pay more for sustainable packaging and for products of the same price, the choice of the product's brand prevails. Therefore, the packaging sector uses marketing, visuals, colors and advertising very well to win consumers over the competition and thus increase product sales.