Impact of the packaging of plain soymilk on the intention to purchase of the consumer

The objective of this work was to evaluate the intention purchase plain soymilk by correlating it with packaging characteristics through conjoint analysis. Survey attributes occurred focus group (41 participants) and five samples Brazilian original soymilk. Main that interfered in decision: brand, presence nutritional appeal, type illustration glass containing beverage background color. Attributes were combined generate eight proposals, evaluated 86 participants. SAS used for data analysis, 85 which consistent. Participants grouped similarities/dissimilarities three groups: G1 (48 participants), G2 (31) G3 (6). preferred appeal light background, being influenced brand. opted lesser-known brand filled glass. lesser known full dark background. Presence is factor most impacts decision, but color are relevant. Packaging filling clear more likely be interest consumers.