Communicating food quality to consumers

Abstract

This study examines the role of cues on food packaging in consumers' prediction of product quality. Ten empty pork sausage packs (ingredients panel removed) and 10 corresponding ingredients lists were ranked in order of expected eating quality of the sausages. Five pork sausages were evaluated and rated for liking. Subjects, who up to this point had been unaware that packs, ingredients lists and the sausages themselves were related, then discussed their responses. Frozen sausages were expected to be of poorer quality than fresh ones. Packaging had a major effect on subjects' expectations of product quality. Brand name was the strongest factor in determining expectations of the quality of a product. Subjects were sensitive to issues related to food safety, such as likely pack integrity, presence of beef in pork sausage and presence of additives. Graphics and colour schemes also played an important role: perceived careless design of packaging suggested a similarly carelessly designed product. Health claims and quality marks and claims influenced expectations and were generally taken on trust. Study of the ingredients panels raised suspicions about quality where ingredients lists were ‘too long' and where there were items that subjects either did not know or did not think appropriate. The product for which the highest level of sensory enjoyment had been predicted, and which had a considerably higher meat content than any of the other sausages, did not fulfil subjects' expectations of eating quality. It failed on appearance, flavour and texture.