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Packaging format preferences evaluated in study

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Packaging format preferences evaluated in study

May 05
13:45 2013

Packaging format plays an important role in consumer choice when it comes to Iberian dry-cured ham according to a conjoint analysis (CA) conducted by researchers.

Mesias et al used conjoint analysis to examine a new packaging format (“slice slab”) for dry-cured meat products that aims to overcome certain conventional problems.

Other packaging formats included conventional sliced ham and unsliced slab ham and other parameters included the origin, type of ham and price.

Consumer preferences

Consumers were split into three clusters, those who attached the greatest importance to the type of ham and lowest to the packaging format (traditional customers) and another which saw price as the highest importance and lowest to type of ham and origin (innovative customers).

Cluster three (price-insensitive consumers) identified to packaging format and origin and lowest importance to price.

Packaging format the most important attribute for price-insensitive consumers or the second most for innovative consumers but traditional customers gave low important to this area.

Innovative consumers were the only group to have the greatest preference for the sliced slab ham, with the other two preferring the conventionally sliced product.

Packaging format

In the new format, once the product has finished its traditional curing, it is cut into slices and several slices are vacuum-packed together in the form of a slab with a polyethylene wrap so that the final appearance is reminiscent of the product obtained after processing, said the researchers.

 

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