Silva-Paz Reynaldo J, Prada-Linarez Tito A, Rivera-Ashqui Thalia A, Apaza-Humerez Carmen R, Eccoña-Sota Amparo, Verde-Lujan Hernán E
Escuela Profesional de Ingeniería en Industrias Alimentarias, Departamento de Ingeniería, Universidad Nacional de Barranca, Av. Toribio de Luzuriaga N° 376 Mz J- Urb. La Florida, Barranca, Lima, Peru.
Escuela Profesional de Ingeniería de Industrias Alimentarias, Facultad de Ingeniería y Arquitectura, Universidad Peruana Unión, Carretera Central Km 19.5 Ñaña, Chosica, Lima, Peru.
Heliyon. 2024 Jul 26;10(15):e35106. doi: 10.1016/j.heliyon.2024.e35106. eCollection 2024 Aug 15.
Bottled water has become a popular beverage choice worldwide, with consumers increasingly seeking healthier options. However, label elements can significantly influence consumer perception and purchasing decisions. The research aimed to assess how label elements affect the liking, purchase intention, preference and concept of healthy bottled water. Two stages involved 180 and 100 participants aged between 18 and 40, provided sociodemographic information. The first stage used a hedonic scale and ranking test to perception of nine labels with different elements. The second stage selected a consensus label from prior tests. Four labels were designed, differing in brand color and nutritional information placement. In this last stage, the acceptability, preference ranking and concept of healthy were re-evaluated and eye tracking via the Pupil Lab program. Findings showed varied responses in acceptability and purchase intention among consumers. However, significant differences were observed in preferences and healthiness perceptions based on label characteristics. The label with the highest preference and perceived healthiness featured a sky-blue design with nutritional information on the right side. Combining sensory testing and eye tracking offers valuable insights for designing labels that positively impact consumer perception. The results provide important implications for bottled water manufacturers and marketers in developing effective labeling strategies to meet consumer preferences and promote healthier choices.
瓶装水已成为全球流行的饮料选择，消费者越来越多地寻求更健康的饮品。然而，标签元素会显著影响消费者的认知和购买决策。该研究旨在评估标签元素如何影响对健康瓶装水的喜爱程度、购买意愿、偏好及认知。两个阶段分别有180名和100名年龄在18至40岁之间的参与者，并提供了社会人口统计学信息。第一阶段使用享乐量表和排序测试来评估对九个带有不同元素的标签的认知。第二阶段从之前的测试中选出一个共识标签。设计了四个标签，在品牌颜色和营养信息位置上有所不同。在最后这个阶段，通过Pupil Lab程序重新评估了可接受性、偏好排序以及对健康的认知，并进行了眼动追踪。研究结果显示，消费者在可接受性和购买意愿方面反应各异。然而，基于标签特征，在偏好和健康认知方面观察到了显著差异。最受青睐且被认为最健康的标签是天蓝色设计，营养信息位于右侧。将感官测试和眼动追踪相结合，为设计能积极影响消费者认知 的标签提供了有价值的见解。研究结果对瓶装水制造商和营销商制定有效的标签策略以满足消费者偏好并推广更健康的选择具有重要意义。
