The effect of packaging on children's food consumption

For several years now, the status of the child has evolved considerably, from a role of being of little value, subject to the will of his parents and working from an early age to help his family financially, to a role of prescriber and child king. With the evolution of mentalities, food manufacturers have measured the real interest of considering the child as a singular target that must absolutely be differentiated from other consumers. New products with attractive packaging, designed especially for children, have been created. Many brands have a mascot to develop the DNA of the brand and to create a real visual identity in order to create a strong and emotional bond with children. The subject of this study will be to analyze the influence that the presence of a character on the packaging can have on the consumption of healthy products among children. Does a character make children want to consume a healthy product?

Autorentext

Clara de VALETTE Ich komme ursprünglich aus Aix-en-Provence. Ich habe diese Arbeit zur Validierung meines Master 2 an der Montpellier Business School im Juni 2017 verfasst. Es ist mir eine große Freude, meine Forschungsergebnisse zu diesem Thema zu teilen. Derzeit arbeite ich für den Einzelhandel im zweitgrößten französischen Lebensmittelkonzern.