Consumer Choice Probabilities for Food Packaging

Packaging is of extreme importance as it represents the very first contact among consumers and food or beverage. Packaging therefore plays a silent seller role and stimulates consumers to decide whether to buy the product or not. In this chapter, we discuss the modified choice-based conjoint analysis (MCBCA), a quantitative method that has been used to assist in the clarification of consumer behavior, especially when seeking to analyze the attributes of product packaging guiding consumer choice. The protocol for determining the consumer choice probabilities for food packaging based on MCBCA is presented. We intend to assist everyone involved in the process of designing new products, especially in the stages of developing the marketing strategy, production, and market testing, by studying the modification and choice of packaging and labels, contributing to increasing the product’s competitiveness in the market.