El poder del packaging: un análisis de su influencia en la percepción y decisión de compra del consumidor
The power of packaging: an analysis of its influence on consumer perception and purchase decision
DOI:
https://doi.org/10.56712/latam.v6i5.4713Palabras clave:
comportamiento del consumidor, empaque, marketing sensorial, productoResumen
El artículo aborda el comportamiento del consumidor respecto al packaging y cómo este puede ser determinante en la decisión de compra, brindando seguridad en la elección del producto acorde a sus necesidades, gustos y expectativas. El objetivo de este estudio es determinar la influencia del packaging en la percepción y decisión de compra del consumidor. Se aplicó una metodología de enfoque mixto. En la fase documental, se recopilaron artículos científicos mediante palabras clave en bases y motores de búsqueda académicos como Google Académico, Scopus, Web of Science, Redalyc y Scielo, priorizando publicaciones recientes y relevantes. En la fase empírica, se implementó una encuesta en línea para obtener percepciones sobre el packaging de los productos. Finalmente, los datos recolectados fueron procesados y analizados con el apoyo del software estadístico SPSS. Los resultados permitieron conocer la importancia del packaging desde la perspectiva de los consumidores y cómo este puede satisfacer sus necesidades, valorando la calidad a través de la simple percepción. Se evidenció que la combinación de elementos como el color, la etiqueta y el diseño comunica información precisa del producto, destacando a aquellas empresas que se enfocan en mantener sus productos innovados para un mercado competitivo. La investigación determina que la evaluación integral del packaging, incluyendo su atractivo visual, funcionalidad y sostenibilidad, orienta las preferencias del consumidor hacia productos que cumplen con sus necesidades y expectativas.
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