Percepção dos consumidores em relação a rótulos e embalagens de gins nacionais

Abstract

Gin (or gin) is a distilled beverage, characterized by the presence of the flavor coming from juniper. For its production, alcohol, vegetable flavorings and water are needed. There is a temporary immersion of plant substances in alcohol in the form of an infusion, so that the essences are extracted, forming an alcohol with a great sensorial charge. The mixture is heated, vaporized and distilled, yielding gin. At the time of bottling, water is added to reach the desired alcohol content. Producers have the opportunity to invest, in addition to the quality and flavor of the product itself, in aspects to attract consumers, such as labels and packaging. In addition to protecting, conserving and storing, the packaging facilitates the logistics of transporting and distributing the product, preserving its attributes and quality. They are also one of the main motivators when buying. One of the ways to obtain different opinions and perceptions regarding product packaging is through the focus group or focus group technique. The focus group is a popular research technique with consumers, being carried out through an interview with a group of people, in order to capture their opinions and perceptions about certain subjects, products and/or services. The main objective of the focus group is the collection of data through the interaction between the researcher and the interviewees, from the discussion focused on specific topics. The objective of the present work was to evaluate the perception of consumers of national gins. Four brands of gin were analyzed through three focus groups that totaled 27 participants. A minority of participants observe the labels of the gins they consume at the time of purchase, giving preference to the appearance of the packaging. Quality seals, artisanal product claims, organic production certification or awards received are also positive factors. The price was considered decisive when buying gin and most respondents are willing to pay more for a differentiated product. Participants showed a preference for packaging with a traditional gin format and sophisticated labels, as well as packaging that resembles a handmade and rustic product. Another important factor was the preference for labels with clear information, legible spelling and easy-to-read contrast. The results pointed out in this work can be useful for producers to seek more competitiveness in the market.