Elementos de persuasão das embalagens: uma análise de cereais matinais para crianças

Abstract

The persuasive elements of a package can influence the consumer's purchasing decision process. In this sense, we conducted an exploratory and qualitative research on ten packages of infant cereals from the companies São Braz, Kellogg's and Nestlé. We base the research based on the concepts of consumer behavior (HOYER; MACLNNIS, 2011; SOLOMON, 2016; PRIDE; FERREL, 2015) and stimuli of marketing through packaging (BASTA et al., 2011, KOTLER, KELLER, 2012, FRUGÉRIO, KAETSU, 2015 and GURGEL, 2014). Through the analysis of content we identify the categories product name; colors used, stamped images and information offered. We observed that strong colors with an emphasis on nutritional information are strategies to stimulate parents. Already the stamped images of characters licensed or created by the company itself, in addition to the offer of games, aim at capturing children's attention. The results of the research show that the persuasion elements contained in the packages represent stimuli for the children, however, most of these stimuli are directed to the buyers of the cereal and not to its users.