Estudio de la intención de compra de yogurt, basado en variables de diseño y materiales de los envases en el contexto de la población estudiantil de las Instituciones de Educación Superior de Cuenca

Abstract

The design and materials used in product packaging constitute a task of vital importance, and their development requires a methodical and rigorous approach to ensure the product's success. The objective of the study was to understand how the purchase intention of a product like Yogurt varies based on packaging design and materials. The study was conducted among the Higher Education Institutions in Cuenca and was carried out in three key stages. In the first stage, the most relevant product for the study was identified, and the importance of packaging was justified, as it goes beyond its protective function, as a good package can influence the purchase decision. In the second stage, the Kano methodology was used to identify customer needs for the selected product, which was considered relevant in the first stage. In the last stage, the Kano methodology was applied to the results of the 404 surveys conducted. Fragments of Quality Function Deployment (QFD) were implemented, and based on the priorities of the obtained technical specifications, three basic design concepts were visually depicted using Cinema 4D software. A proof of concept was conducted, and design 3 received the highest score. This finding was contrasted with the results of a direct question that inquired about which design captures more consumer attention, and design 3 also came out as the winner. It is intended that this will be developed a posteriori and as future research it is proposed that the winning criteria can be taken and a new design can be made.