To which extent food consumer brands (FMCGs) should tell and advertise the truth to their consumers through their packaging? : The challenge of transparency and truth versus storytelling and false information. / Oscar RUELLO

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To which extent food consumer brands (FMCGs) should tell and advertise the truth to their consumers through their packaging? : The challenge of transparency and truth versus storytelling and false information. / Oscar RUELLO

Study and report

RUELLO, Oscar. Author

Published by ESCP Business School - 2021

Library: Madrid London Paris Champerret Paris Montparnasse Turin

Source : Syracuse

Item type

Study and report

Dissertation

MIM Master in Management Grande Ecole

Language

English

Publication year: 2021

Subjects: BRAND - PACKING - CUSTOMER RELATIONSHIP MANAGEMENT - Image de l'entreprise - BRAND IMAGE - CONSUMER INFORMATION - CONSUMER BEHAVIOR - PRODUCT ATTRIBUTE

Geographical area: GENERAL

The buying process is affected by many aspects: a consumer's age, diet, place of living, revenue but it is also affected by unconscious processes such as the reaction towards a brands packaging and label. The purpose of this paper is to analyze the various strategies in labelling consumer products, to understand the influence of label on purchasing behavior and to evaluate the expectations consumers have from brands in their communication. A 33-question interview was developed to understand the consumer's purchasing behavior and then get their views on two different brands. By presenting successively two packaging that did not target the same consumer demographic, I had a better look at what consumers really expect. The live reactions helped me define what traits attract, reject or could be missing. The two cases were then followed by a conclusive part which got the direct perspective of respondents as per what they truly expect from brands, but also the government, associations or even themselves.