Mistura para bolo sem glúten com farinha de arroz negro: pesquisa mercadológica e estudo de embalagem

Abstract

The objective of this work was to evaluate the market trend of a gluten-free cake mix with black rice flour through different proposals for packaging labels. Three studies were carried out: (I) the first evaluated whether functionality claims on the packaging label developed in a previous study influenced consumers' purchase and consumption intentions; (II) the second aimed, through a focus group, to create packaging label options and investigate consumer preferences in relation to colors, images and information layout; (III) in the third, using a packaging prototype, preferred in the second study, aimed to evaluate the influence of packaging information on hedonic sensory acceptance and expectations generated in consumers. Volunteer participation was subject to agreement and signing of the informed consent form, and the research was approved by the Research Ethics Committee. All studies evaluated the demographic profile and behavior of consumers regarding purchase issues. The I and II were carried out randomly using questionnaires sent via Google Forms. In I, data were evaluated using cluster analysis from the R CORE TEAM software and partitioned clustering using the K-means technique. In II, the front of the package label was evaluated with choice-based joint factor analysis (ANCFE) and the back of the label through a preference test. The III was conducted in three sensory sessions: acceptance of the cake sample in a blind test, expectation (high, medium and low) about the product looking at the packaging (before and after tasting) and acceptance of the cake sample with visualization of the packaging, using 9-point hedonic scale. Manifestations of purchase intention, consumption and value that would be willing to pay for the product were also evaluated. The hedonic scores were analyzed using acceptance ranges and the t stundet test. Through the focus groups, the attributes used for the preparation of the packages were: colors, images, claims and arrangement of written information. Eight front label options were created with standardized claims and varying the background color, color of the central band and image, as well as two options on the back with variation only in the arrangement of information. Front label with brown background, green band and image of whole cake, and information on back in upright position were significantly preferred. In study III, it was observed that the scores of the sensory attributes of appearance, texture, flavor, sweetness and overall impression were statistically higher in the sensory test of the cake served together with the packaging prototype compared to the results of the blind sensory test, or that is, the one in which the cake was served without the tasters seeing the packaging. Statements about purchase intention and consumption ranged between “probably would buy” and “would consume frequently”. It is concluded that visual packaging attributes influenced the preference, acceptance and sensory expectations of the gluten-free cake mix with black rice flour, associated with demographic and behavioral factors.