Influence of Packaging on Taste Perception

Abstract

Starting with the role of packaging in the marketing mix, this paper aims to demonstrate to what extent packaging influences consumer perception of taste. Thus, a marketing experiment was conducted which included two consecutive assessments of samples of chocolate (one of which was achieved by the blind test) and measured the preferences in terms of the respective brands of chocolate by a numerical scale. The experiment was conducted on a sample of 115 subjects and the results were processed using the Wilcoxon test. A significantly higher mark was received when subjects thought they tasted chocolate with more attractive packaging. These results show the influence of packaging on consumer perception and the importance to be given to packaging in marketing strategies.