plastic bag (13,8% of consumers up to 30 years old and 14,2% of consumers above 30
years old).
It is also important to study packaging capacity, desired by consumers (Table 4).
Table 4 Capacity of the desired packaging for different types of food products
(for all respondents / for the group up to 30 years old / for the group
above 30 years old), %
Types
Up to
200 g
201-
500 g
501-
1000 g
1001-
1500 g
1501-
2000 g
Above
2000 g
For dairy
products
16/ 17.9/
14.0
27.5/
27.5/ 27.6
41.9/ 44.9/
38.8
8.8/ 7.3/
10.1
3.0/ 1.4/
4.7
2.8/ 0.9/
4.7
For meat and
offal products
7.2/ 7.8/
6.5
27.8/
33.5/ 22.0
34.7/ 33.9/
35.5
19/ 17.4/
20.6
6.5/ 4.6/
8.4
4.9/ 2.8/
7.0
For sausage and
smoked meat
14.1/
16.5/ 11.7
45.8/
50.0/ 41.6
29.9/ 24.8/
35.0
6.5/ 6.0/
7.0
2.5/ 1.4/
3.7
1.2/ 1.4/
0.9
For cereals
8.8/ 9.2/
8.4
23.6/
27.1/ 20.1
43.3/ 44.5/
42.1
15.7/ 11.9/
19.6
3.0/ 3.2/
2.8
5.6/ 4.1/
7.0
For pastry
35.9/
43.6/ 27.6
44.0/
39.4/ 48.6
13.0/ 10.6/
15.4
3.7/ 2.8/
4.7
2.8/ 2.8/
2.8
0.7/ 0.5/
0.9
For fish
8.1/ 9.6/
6.5
31.9/
39.4/ 24.3
39.4/ 34.9/
43.9
12.3/ 10.6/
14.0
5.3/ 3.2/
7.5
3.0/ 2.3/
3.7
Source: completed by the authors
Among the total number of respondents, packaging with the capacity of 501-1000
g is the most attractive for dairy products, meat and offal, cereals and fish, capacity of
201-500 g is desired for sausage and smoked meat, as well as pastry. However, the data
differ for different groups of age. Particularly, for pastry, respondents up to 30 years
old mainly (43,6%) prefer packaging capacity up to 200 g, while respondents above 30
years (48,6%) – 201-500 g. Young people also prefer packaging capacity of 201-500 g
for fish, while older people – packaging capacity of 501-1000 g.
Buying products, consumers first pay attention to tenability (76,4% of
respondents), date of production (68,3%) and content (56,3%), which is mentioned on
packaging of products. The idea is similar for different age groups of consumers
(Figure 11).
Another information is less important for them, particularly conditions of storage
(37,7% of respondents), special offers (18,3%), receipts of dishes (12%), other
information (5,6%). One should note that the information is more important for above
30 years-old respondents.
Considering results of the analysis of collected initial marketing information
concerning material and capacity of packaging of different kinds of food products,
producers can improve attractiveness of their products for consumers. That information
can be also used by producers of consumer goods to make emphasis on development
of the measures concerning promotion of their products at different market segments.
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