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The study was conducted by questionnaire interview CATI. The questionnaire consisted of
two parts. The first part included questions concerning the identification of needs and
expectations of older consumers in relation to food packaging to determine the validity of
the characteristics of the packaging influencing the choice of a food product, the benefits of
food packaging, preferences concerning the choice of the type of packaging for a particular
food product, as well as problems that happen to older consumers in contact with the
packaging of a food product. The second part of the questionnaire included questions
describing respondents.
Presentation of research results
Analysis of the data in the literature on the subject was the basis for selecting the
characteristics of the packaging of food products, which are important from the point of
view of older consumers. Based on the results of research conducted by: (Hoyer, MacInnis,
2010; Świda, 2013; Yap & Yazdanifard, 2014)) selected features, which are then grouped
according to the criterion of the functions of packaging, among which highlights (Gawanse,
Bix, Fuente, Sundar & Smith, 2011):
the protective function,
utility function
communication function.
As a result of the above correlation functions environments: physical, human and
ecosphere, the following groups of characteristics:
the type of opening / closing, the type of materials used, quality (no defects),
safety packaging on the product (no negative interactions)
construction form, shape, size / capacity of the packaging weight (lightness),
reusability, ease of storage,
informativity packaging, graphics / colors (aesthetics), environmental,
economic efficiency.
This group features the basis for testing to determine the validity of the features and
elements of packaging of food products for older consumers and their impact on product
selection. The study asked respondents to rate the importance of packaging characteristics
affecting the choice of food product. The results of the research were presented in the
figure below (Figure 5).
In determining the validity of the features of the packaging influencing the choice of food
product on a scale of 5-degree option "definitely important" or "rather important"
frequently indicated for such features as environmental, ie. environmental friendliness
(respectively 45.3% and 46.8 %) and ease of storage (29.2% and 63.0%). Often considered as
important the quality, understood as the absence of defects in the packaging (respectively
30.5% and 59.2%). In contrast, the least important was the shape - the "very important"
recommendations of experts indicated 7.2%, while the "more important" - 27.8% of all
respondents.
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