The influence of verbal elements displayed on packaging: a study on chocolate bars

Abstract

Problem: Packaging plays an important role in consumers' purchase decisions. Brands use packaging as a marketing and communication tool, to differentiate themselves from the competition. In this way, consumers choose their product, and as a consequence, it increases sales. Two types of elements displayed on packaging have been identified and investigated in previous research: visual and verbal. This research paper focuses on how the verbal elements of chocolate bar packages (i.e., brand’s speech, production country, cocoa origin, and cocoa percentage) influence consumers’ intentions to choose. Purpose: This study aims to analyze the influence of the verbal elements displayed on the chocolate bar packaging on consumers’ intentions to choose. Research and design: An online questionnaire was chosen to answer the research problem and questions. The study is conducted on the French market and will demonstrate how the verbal elements (i.e., brand’s speech, production country, cocoa origin, and cocoa percentage) influence consumers’ intentions to choose. Findings: The survey results (n = 27) will help better understand how supermarket chocolate bars consumers' choice of products. Findings will benefit marketing teams in the food industry, especially regarding Fast Moving Consumption Goods (FMCG). Keywords: packaging, verbal elements, consumers' purchase decisions, food industry, fast-moving consumer goods.