The impact of different packaging elements on the purchase intent for olive oil

Abstract

To strive and survive in today’s competitive, fast-paced and increasingly challenging environment, manufacturers are being forced to find new ways to attract consumers to buy their own products - instead of competing ones. This is especially true in the fast-moving consumer goods industry. This dissertation aims at exploring the impact of several packaging elements, both on consumers’ purchase intent, as well as on the perceived quality they consider the products to have. Moreover, it looks at the possible relationship between perceived quality and purchase intent and how the first influences the latter. This was tested for olive oil, a product category with a singular importance in the Portuguese market. Quantitative data was collected among Portuguese consumers through an online questionnaire. Results have shown that all the elements studied have an impact on both purchase intent and perceived quality. In some situations, the impact was in accordance with what was suggested in the literature and, in other situations, the opposite impact was verified. Furthermore, the findings suggest that there is a positive linear regression between perceived quality and purchase intent; as the first increases, the latter also increases for that same product.

Date of Award	13 Oct 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Romeiro (Supervisor) & Wilson Bastos (Supervisor)