Data from: The influence of packaging on the perception and preference of Peruvian millennials and centennials

Our study aims to determine the effect that different packaging elements have on consumer perception and preference, with the influence of the referential image being more predominant. The experiment exposed two groups of participants (n=30) to 9 stimuli, which were based on the display of different packaging elements (manufacturer, brand, flavor) with the difference in the addition of a referential image for the second group in the three products of the three different food categories. This research used the eye-tracking platform via RealEye webcam to measure visual attention, and a self-administered questionnaire was used to examine perception and preference.

本研究旨在探究不同包装元素对消费者感知与偏好的影响，其中参考图像（referential image）的影响更为显著。实验设置两组共计30名参与者，向其展示9组刺激材料，所有材料均基于不同包装元素（生产商、品牌、风味）的展示方案设计；针对三类不同食品类别的三款产品，第二组的刺激材料额外添加了参考图像，以此构建两组实验的差异条件。本研究通过RealEye网络摄像头搭建眼动追踪平台，测量参与者的视觉注意力指标；同时采用自填式问卷调查，评估消费者的感知与偏好。