Abstract

GUERRERO-NAVARRO, Daniel; CRISTOFOL-RODRIGUEZ, Carmen  and  GARCIA-MUNOZ, Miguel Ángel. The Influence of Branding Communication Through Packaging on the Selection of Food Products in Spain: Analysis of Family Biscuit Packaging. anagramas rumbos sentidos comun. [online]. 2023, vol.21, n.42, a11.  Epub Jan 03, 2023. ISSN 1692-2522.  https://doi.org/10.22395/angr.v21n42a11.

Communication in the food industry builds brand value and is a determining factor transmitted, among other channels, by product packaging. Packaging is present in the final product selection process and has a major influence on the purchasing decision. All communication in the food industry is regulated by precise legislation, as messages alluding to health are very frequent and are used as a lure for the purchaser, forming the branding of brands. This research identifies and analyses different elements and factors that lead to the choice of one product over another, through a sample of seven brands of biscuits on the Spanish market, by means of an exhaustive content analysis of their packaging. The ingredients considered to be more natural, as well as the health benefits of the product, are the most important elements among those considered to be objective. The brand is the most relevant subjective element to persuade consumers. Children receive additional subjective stimuli, based on figures, shapes and colours adapted to their segment in order to attract their attention.

Keywords : food industry; packaging; nutrition; health; food; communication; advertising; branding..

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