Clipping of news on Brazilian Culture, Law and Citizenship
18/03/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
An unpublished study of consumer perception about the appeals packaging is done by IDEC (Brazilian Institute of Consumer Protection) and Market Analysis, in 11 capitals of the five regions of the country, with a sample of 900 consumers. The main result is that 46% of the population does not know and have never seen the appeal of shopping messages on product packaging, and a little less than a third of the population (30%), little known about the existence of these messages.
A group of 1 in 4 consumers (24%) actively perceive the messages that relate to social and environmental responsibility of businesses.
The environmental protection prevails as the most salient message seen by consumers on product packaging, totaling just over half of the approaches (53%). The other half consists of various themes, among which stand out the healthiness of products, the products provide economy, durability and quality of the products.
Recycling has been the focus of environmental messages received by consumers, is informing the recycled material that the product uses on its destination after use, or on other initiatives undertaken by manufacturers in this area.
The food types are champions in carrying messages from manufacturers to consumers, 4 out of 10 messages are perceived in food or drinks. The cleaners also excel in bringing communications to consumers, as well as electronics and appliances.
Consumer Confidence
Consumers are divided into three groups: a majority comprised more than half the population believes that partially in messages (in part or little), a large group that actually believes in signs, and a minority who do not believe.
Messages concerning the safety of products for adults and children are those that achieve greater credibility among the population, followed by indications of savings products.
The message we carry only the products will influence the buying decision if reliance thereon. Safety and resource economics are the messages with the greatest potential to influence the purchase of the product.
With respect to possible indications of certifying agents, consumers rely more on Brazilian and international organizations independent agents, such as specialists or institutions without connecting factor with companies. Already sector associations and manufacturers themselves arouse less confidence.
São Paulo, the largest consumer of the country, displays a level of knowledge of indications present in packaging of products far below the national average. But the small group that knows these indications has high confidence in the information provided on labels and this confidence is reflected in greater use of the information at the time of choosing and purchasing the products.
Profile of each public
The different types of messages present in the labels tend to be perceived by specific audiences, reflecting the usefulness of this information for each audience, specific interests and cultural characteristics.
Claims on foods that address the healthiness or arouse more attention to women and the elderly, young and upper class are more attentive to the labels of cosmetics, young people tend to absorb more easily the environmental messages; men declarations in electronic , the lower class pays more attention to indications about saving resources.
Products that indicate resource economics, including indications of low consumption of electricity, water, or even the reduction of these resources in the production process, often tend to be considered in the purchase decision process, even when you do not have complete confidence about these messages.
Source: UOL - Modern Consumer
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This article was translated by an automatic translation system, and was therefore not reviewed by people.