Comparado com pares da China, Alemanha, França e dos Estados Unidos, o consumidor brasileiro é o mais influenciado pelas apresentações de produtos nas decisões de compra. Essa é uma das constatações do terceiro Packaging Matters, estudo anual feito pela MeadWestvaco Corporation (MWV), multinacional americana de atuação diversificada no mercado de embalagens, para avaliar o impacto dos invólucros na satisfação com o produto e no comportamento de compra das pessoas.
Nas pesquisas, foram examinadas as atitudes de consumidores brasileiros, chineses, alemães, franceses e americanos em onze categorias de produtos, contemplando alimentos, bebidas e cuidados pessoais. Trinta e um por cento do total de 5 075 pessoas ouvidas pelo estudo afirmaram que a embalagem é muito ou extremamente importante para sua satisfação geral com os produtos. O índice sobe para 52% no caso específico dos 754 brasileiros consultados.
Outros números sinalizam uma maior atenção dos brasileiros à embalagem. Enquanto 37% dos estrangeiros consultados afirmaram ter comprado um novo produto motivados pela funcionalidade da embalagem, 55% dos brasileiros disseram ter feito o mesmo. Se 37% dos estrangeiros relataram ter testado um novo produto porque a embalagem lhes chamou a atenção, o mesmo verificou-se entre 51% dos brasileiros.
Em termos gerais, a pesquisa observou que 83% dos consumidores globais estão, pelo menos, moderadamente satisfeitos com as embalagens, mas apenas um em cada dez está completamente satisfeito, mostrando uma oportunidade para as marcas. “As categorias em que os consumidores consideram que as embalagens têm o maior impacto sobre seu comportamento de compra são as que têm os menores níveis de satisfação”, analisa Tracy Doherty, diretora sênior de marketing e inovação da MWV. “A questão é: como podemos eliminar essa diferença? Temos a responsabilidade de aproveitar os dados e descobrir como as marcas podem fazer ainda melhor.”

A MWV preparou um infográfico (ver abaixo; clique para aumentar) para destacar alguns dos resultados do estudo. Em breve, a companhia promete revelar novos dados. Em paralelo à leva inicial números divulgados, a empresa lançou um portal para o Packaging Matters, com conteúdo sobre a importância das embalagens para marcas, varejistas e consumidores.



Sobre o autor

Carioca, 19 anos de idade, fundador do blog Tanque Design. inspirado em tudo que é belo e de magnitude ampla.

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