| Summary: | Using packaging and presentation format to appeal to consumers and to communicate product benefits directly on the shelf is a competitive advantage in the food industry. Both packaging and presentation format can attract consumers’ attention and influence their perceptions and purchasing decisions. Therefore, the objective of this study is to obtain a preliminary insight into the main attributes and factors that most affect consumers’ purchase decisions regarding presentation and packaging of cheese products. To achieve this goal, we have used the focus group technique, because of its considerable potential as a mean to collect qualitative data within consumer research. The results showed that price, product quality, packaging, origin and brand are decisive factors in the purchase decision of food products. Although packaging and presentation of food have potential influence on the consumer’s choice and purchase, packaging colour and design are the most attractive factors during the purchase process. Thus, packaging format and colour may influence consumers prior to the purchase. These stimuli can be decisive when buying cheese and may also help producers to communicate the differentiation of their products to consumers.
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