Children as consumers : the power of cereal packaging design and how it affects likability, preference and purchase intention among children

Abstract

This dissertation investigated the power of cereal packaging design and how it affected the likability, preference and purchase intention among children. The objectives of this study are to understand better the relationship between likability, preference and purchase intention, to assess whether adaptations to a product (in terms of colour and promotional character) effects this relationship, to test for a difference in children’s response between different age groups and genders, and to determine if higher levels of likability and preference result in a higher purchase intention. A quasi-experimental design was adopted for this dissertation. The main primary source for gathering data was a short, structured questionnaire filled in by 117 children ages between 7- 8 and 10-11 years of age. Children had to respond the questionnaire whilst looking at a Nesquik cereal package. Two other manipulations were also created. The element of drawing was also incorporated in the study as a means of secondary source of data which was analysed using qualitative interpretation. A linear regression was used to test the hypotheses stipulated for this dissertation at a 0.01 significance. The findings showed a strong relationship between both likability and preference with purchase intention. However, from the ANOVA tests, results showed that there was no significant difference in the way children of both age groups and genders responded, regardless of what version of the package was shown. Moreover, a strong loyalty to the original Nesquik brand was clearly evident from both the responses of the questionnaire and the children’s drawings. Therefore, manipulations to a well-known product will not do the brand any good as the visual element of design is a strong force which is embedded in the child’s mind from a young age.