Perceptual Density of Guava Juice: The Effect of Image Location and Surface Texture

ABSTRACT

Guava is known for its rough (astringent) appearance and texture; feature attached to its nutritional benefits but rejected from consumers’ point of view. This study deals with the rough property of guava juice through packaging expecting to influence its perceived density. Two studies were designed by manipulating (a) the location of the image on the bottle and (b) the surface texture of the bottle, controlling for transparency. Results confirm that it is possible to shift the perception of density in guava juice (a) locating the image of the fruit on the top (not the bottom) of the bottle and (b) using a smooth surface texture (not a rough) on an opaque bottle. Concerning practical implications, agribusinesses should enforce the use of sensory marketing strategies to sell the best of fruits and vegetables.

KEYWORDS:

• Density perception
• guava juice
• packaging
• sensory marketing
• surface texture