DESIGN DE EMBALAGEM E PESQUISA DE MERCADO COMO FERRAMENTAS DE MARKETING PARA BARRINHAS DE CEREAL DE ARAÇÁ

Abstract

Packaging design goes far beyond aesthetics; it plays a fundamental role in consumers’ purchasing decisions and in marketing strategies. This study aims to examine the design of four araçá-flavored cereal bars created by the author and to recognize the influence of consumer opinions on the success of the design, marketing, and packaging characteristics of cereal bars. Although there are numerous studies on packaging, research specifically focused on cereal bars and their designs is scarce. Thus, in addition to what has been mentioned, packaging plays a key protective role, ensuring the safe distribution of the product under appropriate conditions for the end consumer.

In this context, the study presents the development of four packaging designs to promote a cereal bar made with araçá, a fruit native to the Midwest region of Brazil. The goal is to identify the preferences of the target audience and provide valuable insights for the development of more attractive and competitive packaging. Among the four proposed models, Design 1 (blue) received the highest rating, with 36.7% of preferences, followed by Design 4 (red), with 27.5%, and Design 3 (green), with 23.8%. Design 2 (black) had the lowest acceptance, with only 12.1% of the votes, suggesting a weaker identification with the target audience in the context of healthy foods. Packaging not only drives market growth and increases competitiveness but also contributes to product profitability.