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Article

Comparison of the Conventional Approach and Augmented Reality on the Purchase and Selection of Food Products

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Department of Art Studies, University North, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
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Department for Multimedia, University North, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
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Department for Packaging, Recycling and Environmental Protection, University North, Trg dr. Žarka Dolinara 1, 48000 Koprivnica, Croatia
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Faculty of Graphic Arts, University of Zagreb, Getaldićeva ulica 2, 10000 Zagreb, Croatia
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Author to whom correspondence should be addressed.
Academic Editors: Carla Severini and Cédric Delattre
Appl. Sci. 2022, 12(1), 218; https://doi.org/10.3390/app12010218
Received: 11 September 2021 / Revised: 21 December 2021 / Accepted: 23 December 2021 / Published: 27 December 2021
(This article belongs to the Section Food Science and Technology)
Packaging is seen as an integral part of the product and it has an important role in attracting consumers’ attention. The role of packaging is to create an expected reaction from the consumers, which affects their perception and choice of products in the buying process. The motivation for the research and writing of this paper was to find out which factors influence the purchase of chocolate the most. The research was done with the purpose of showing whether the same food products have a certain advantage in the process of choosing when presented to a potential consumer on two different media (analog and digital). The paper presents research on how the selected attributes and packaging elements, as well as the application of augmented reality (AR), affect the selection and purchase of one of the most popular food products. According to the obtained results, “Packaging appearance”, “Product Price”, “Brand preference” and “Product advertising” have the strongest influence on customers. The conclusion is that, in the process of choosing the chocolate packaging presented in this research, there is not much difference that depends on the medium those chocolates are presented on. View Full-Text
Keywords: packaging; analog media; ANOVA; augmented reality; food products packaging; analog media; ANOVA; augmented reality; food products
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MDPI and ACS Style

Valdec, D.; Bernik, A.; Hajdek, K.; Budimir, I. Comparison of the Conventional Approach and Augmented Reality on the Purchase and Selection of Food Products. Appl. Sci. 2022, 12, 218. https://doi.org/10.3390/app12010218

AMA Style

Valdec D, Bernik A, Hajdek K, Budimir I. Comparison of the Conventional Approach and Augmented Reality on the Purchase and Selection of Food Products. Applied Sciences. 2022; 12(1):218. https://doi.org/10.3390/app12010218

Chicago/Turabian Style

Valdec, Dean, Andrija Bernik, Krunoslav Hajdek, and Ivan Budimir. 2022. "Comparison of the Conventional Approach and Augmented Reality on the Purchase and Selection of Food Products" Applied Sciences 12, no. 1: 218. https://doi.org/10.3390/app12010218

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