Análisis de la influencia del packaging de confites nacionales en los niños de 9 a 11 años en la ciudad de Riobamba.

Abstract

The present project was developed with the aim of analyzing the influence of the packaging of national candies on children aged 9 to 11 in their purchase decision, in order to identify the different emotions they experience when viewing the selected packaging . The methodology used had a qualitative-quantitative approach, based on the bibliographic-documentary and field modality, with a type of descriptive and exploratory research that included 375 children from Riobamba city, to whom a survey and the observation technique was applied to have a clear idea of the current situation of the packaging of the country's candies. The research determined that children react more to the wrapping of the product, that means the way in which it is presented, concluding that the main factor is the color and shape of the product, over the category of itself, since children were not able to internalize the messages that are transmitted through letters or a slogan, but they were guided by the emotions that the product transmits and even more if emotions like happiness or fun dominate, through characters or cartoons of their preference. It is recommended that when making candies for children between the ages of 9 and 11, the psychology of color, ergonomics of the product and linking typography and style must be taken into account in order to make it acceptable to the public.