INFLUENCIA DE LOS ENVASES DE CERVEZA EN LA PERCEPCIÓN SENSORIAL DE LOS CONSUMIDORES

Abstract

Product packaging play an important role for the sensorial and affective perception of the product that they contain. Centered on beer consumption in Mexico, this research explores the subjective perception of two beer types and between three types of jars: glass, ceramic and clay. The experiment was carried out with 26 semantic scales of bipolar adjectives that describe in a global way a series of properties and attitudes that describe the taste, the temperature, the visual perception and the aesthetics of the whole of the beer and the jar of the eyes of the Mexican consumer. The experiment was conducted with 220 people divided into two groups to try a blonde beer and another dark beer. Each type of beer was evaluated in the same random process of scales and jar made of different material. The results show that participants perceived in a different way between the materials of the jars, having significant difference between blonde and dark beer. Differences between gender perceptions were also found.