Marketing tests and guidelines for designing marketing strategies (D5.19)

This deliverable describes the activities conducted under Task T5.8 that aimed to develop marketing strategies for locally produced packaged foods in Tanzania, Kenya, and Uganda by examining consumer responses using biometric tools such as eye-tracking and emotional recording. Two studies were conducted: sensory evaluation (Study A) and packaging design assessment (Study B), with willingness to pay (WTP) as the dependent variable. Findings revealed that packaging design significantly influenced WTP, with attributes like product visibility and ingredient-focused illustrations driving higher consumer acceptance. Conversely, sensory variables like taste and texture were secondary predictors. Emotional responses showed limited impact on WTP. Overall, packaging emerged as the key determinant of consumer valuation.