East vs West: Influence of Visual Cues of Packaging on Perceived Product Quality of Mayonnaise

Abstract

The graduation project, “East vs. West: Influence of Visual Cues of Packaging on Perceived Product Quality of Mayonnaise”, focuses on food product packaging, how they may be perceived differently across cultures and how they can be tailored to better suit specific cultures if necessary. The project looks into what aspects of food packaging makes consumers perceive the product to be of higher quality (RQ1), higher aesthetic value (RQ2), and increased preferences (RQ3). Last but not least, the study examines what differences there may be in consumer perception across cultures in the East (Asia) and West (Europe) for food packaging (RQ4, H1 & H2). Participants from Indonesia, Vietnam, Italy and the UK were involved in this cross-cultural study.