Gutnikova O.N., Kalkova N.N. ASSESSMENT OF FACTORS AFFECTING PERCEPTION OF GOODS PACKAGING BY CONSUMERS

The Bulletin of the Institute of Economics of the Russian Academy of Sciences № 5/2025. Economics and Management.

Olga N. Gutnikova

Cand. Sci.(Econ.), Associate Professor of the Department of Marketing, Trade and Customs Aff airs, Institute of Economics and Management, V.I. Vernadsky Crimean Federal University, Simferopol, Russia

Natalia N. Kalkova

Cand. Sci. (Econ.), Associate Professor of the Department of Marketing, Trade and Customs Aff airs, Institute of Economics and Management, V.I. Vernadsky Crimean Federal University, Simferopol, Russia

ASSESSMENT OF FACTORS AFFECTING PERCEPTION OF GOODS PACKAGING BY CONSUMERS

146-166

1.17 MB

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This article examines various factors influencing consumer product perception and assesses the impact of individual aspects of product information on product packaging. Various brands of fruit juice served as the object of the study. Neuromarketing, specifically eye-tracking technology, was used as the research methodology. The paper characterizes the requirements of national standards of the Russian Federation regarding the rules for applying product information. An attempt was made to determine the level of influence of cognitive dissonance in the buyer, which occurs when focusing on the name printed on the product packaging with incorrectly placed hyphens, as well as to determine the degree to which this marketing ploy triggers a desire to make a purchase or the formation of negative perceptions. The neuromarketing study did not reveal a positive effect of intentional spelling errors in the product name on the formation of consumer interest. Oculographic analysis confirmed that incorrect hyphens in names have an insignificant impact on product perception. It was found that the key factors in attracting attention are the area of the name placement and its cognitive accessibility due to brand recognition, while minor typographic errors are offset by the integrity of perception and top-down processing of visual information, as well as the location of the product on the shelf.

Keywords: product information, product packaging, information parameters, cognitive dissonance, neuromarketing research, consumer perception, spelling errors, eye-tracking technology.

JEL: L15, D87, С93

EDN: IHNKDM

DOI: https://doi.org/10.52180/2073-6487_2025_5_146_166

This research was funded by the Russian Science Foundation (Project No. 25-28-20286. https://rscf.ru/project/25-28-20286/).

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Manuscript submission date: 30.04.2025

Manuscript acceptance date: 13.10.2025

For citation:

Gutnikova O.N., Kalkova N.N. Assessment of factors affecting perception of goods packaging by consumers // Vestnik Instituta Ekonomiki Rossiyskoy Akademii Nauk. 2025. № 5. Pp. 146-166. (In Russ.). https://doi.org/10.52180/2073-6487_2025_5_146_166 EDN: IHNKDM

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