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The attributes of five packages of orange juice and orange nectar were evaluated by focus group and conjoint analysis techniques. The attributes and levels were identified such as brand name (well known and less known), price (high and low), information (“natural, “no food preservative”, “vitamin C-rich” and without information) and type of juice (juice and nectar), as being relevant to consumers purchase attitude. Eight packages images containing different combinations of the chosen attributes were elaborated, according to a fractional factorial design (24-1). The images were evaluated, in terms of purchase intention, by 101 consumers. There was a segmentation of the consumers in three groups according to the similarity in the purchase behavior. The previous knowledge of the brand name, low price and the declarations of “natural”, “no food preservatives” and “vitamin C-rich” in the frontal part of the packing reveal to be important to improve the commercialization of the product.<p><p>Atributos de cinco embalagens comerciais de suco e néctar de laranja foram avaliados por meio das técnicas grupos de foco e análise conjunta. Foram levantados os atributos e níveis, marca (muito conhecida e menos conhecida), preço (alto e baixo), declarações (“natural, sem conservantes, rico em vitamina C” e sem informação) e tipo de bebida (suco e néctar), como relevantes na atitude de compra de consumidores. Elaboraram-se oito imagens de embalagens contendo diferentes combinações dos atributos levantados, obedecendo ao delineamento fatorial fracionado (24-1). As imagens foram avaliadas, quanto à intenção de compra, por 101 consumidores. Houve a segmentação dos consumidores em três grupos de acordo com a similaridade no comportamento de compra. O conhecimento prévio da marca, preço baixo e as declarações “natural”, “sem conservantes” e “rico em vitamina C” na face frontal da embalagem mostram-se importantes para a maior comercialização do produto

Atributos da embalagem e intenção de compra de suco e néctar de laranja