Journal of Business and entrepreneurial
October - December Vol. 7 - 4 - 2023
http://journalbusinesses.com/index.php/revista
e-ISSN: 2576-0971
journalbusinessentrepreneurial@gmail.com
Receipt: 11 November 2022
Approval: 26 March 2023
Page 73-95
Incidence of packaging on the organoleptic quality
of four brands of chocolate produced in the
Amazonas Region
Incidencia del embalaje en la calidad organoléptica de
cuatro marcas de chocolate producidas en la Región de
Amazonas
Meliza del Pilar Bustos Chavez
*
Pablo-Alfredo Rituay Trujillo
*
Yorberth Yannedy Montes de Oca Rojas
*
Francisco Javier Arias Vargas
*
Jonathan-Alberto Campos Trigoso
*
ABSTRACT
The first impression on consumers is the packaging
of the product, through the extrinsic characteristics
consumers generate expectations that influence the
evaluation of the product and determine the
probability of purchase. Therefore, the objective of
*
Agribusiness Engineer. Agricultural Business Research Institute.
Faculty of Engineering, Animal Husbandry, Agribusiness and
Biotechnology. Toribio Rodriguez de Mendoza National University of
Amazonas, meliza.bustos.epg@untrm.edu.pe , ORCID:
https://orcid.org/0000-0003-0389-0435
*
Agribusiness Engineer. Agricultural Business Research Institute.
Faculty of Engineering, Animal Husbandry, Agribusiness and
Biotechnology. Toribio Rodriguez de Mendoza National University of
Amazonas, E-mail: pablo.rituay@untrm.edu.pe , ORCID:
https://orcid.org/0000-0003-4338-6057
*
PhD in Social Sciences.University of Zulia - Center for Business
Studies. Faculty of Economics and Social Sciences Email:
montesdeoca_yorberth@fces.luz.edu.ve ORCID:
https://orcid.org/0000-0003-0457-3132
*
PhD in Business Administration and Management, GISELA Research
Group. American University Corporation. Medellín. Colombia. Email:
fjarias@americana.edu.co ORCID: https://orcid.org/0000-0002-4483-
1741
*
PhD in Economics of Agricultural Production. Agricultural Business
Research Institute. Professor of the Professional School of
Agribusiness Engineering. Faculty of Zootechnical Engineering.
Agribusiness and Biotechnology. Toribio Rodriguez de Mendoza
National University of Amazonas, Perú. E-mail:
jonathan.campos@untrm.edu.pe ORCID: https://orcid.org/0000-
0002-4605-6005
e-ISSN: 2576-0971. October – December Vol. 7 – 4 - 2023 . http://journalbusinesses.com/index.php/revista
74
this study was to determine the incidence of
packaging on the organoleptic quality of four brands
of chocolates that are produced in the Amazon
region, under three phases (i) packaging condition,
where the effect of packaging characteristics on the
consumer's visual perception without tasting the
chocolate was studied, (ii) blind condition without
packaging, in which the organoleptic quality of each
chocolate was determined using the sensory quality
index, (iii) and the reported condition, evaluated the
combined effect (first and second phase) determining
the level of satisfaction, tastes, and preferences to
finally measure the degree of incidence of the
packaging design of the chocolates on the
organoleptic quality in the four brands using
Spearman's Correlation Coefficient. The degree of
incidence between the design and the organoleptic
quality with the highest significance was in the Palerca
chocolate in the factors of; innovation in the shape of
the packaging and the aroma of the chocolate (r=
0.6503), warmth in the color concerning the flavor
of the chocolate (r= 0.6289), and the quality factor in
the function of the color and aroma of the chocolate
(r= 0.6163).
Keywords: Chocolate, Packaging, Agribusiness,
Sensory Analysis, Agribusiness.
RESUMEN
La primera impresión en los consumidores es el
envase del producto, a través de las características
extrínsecas los consumidores generan expectativas
que influyen en la evaluación del producto y
determinan la probabilidad de compra. Por lo tanto,
el objetivo de este estudio fue determinar la
incidencia del envase en la calidad organoléptica de
cuatro marcas de chocolates que se producen en la
región amazónica, bajo tres fases (i) condición
envase, donde se estudió el efecto de las
e-ISSN: 2576-0971. October – December Vol. 7 – 4 - 2023 . http://journalbusinesses.com/index.php/revista
75
características del envase en la percepción visual del
consumidor sin degustar el chocolate, (ii) condición
ciego sin envase, en la cual se determinó la calidad
organoléptica de cada chocolate utilizando el índice
de calidad sensorial, (iii) y la condición reportada, se
evaluó el efecto combinado (primera y segunda fase)
determinando el nivel de satisfacción, gustos y
preferencias para finalmente medir el grado de
incidencia del diseño del empaque de los chocolates
sobre la calidad organoléptica en las cuatro marcas
utilizando el Coeficiente de Correlación de
Spearman. El grado de incidencia entre el diseño y la
calidad organoléptica con mayor significancia fue en
el chocolate Palerca en los factores de; innovación en
la forma del empaque y el aroma del chocolate (r=
0.6503), calidez en el color referente al sabor del
chocolate (r= 0.6289), y el factor calidad en la función
del color y aroma del chocolate (r= 0.6163).
Palabras clave: Chocolate, Envasado,
Agroindustria, Análisis sensorial, Agroindustria.
INTRODUCTION
Packaging is constituted as a complex instrument, which in addition to containing,
preserving, and protecting the product, fulfills the function of informing the consumer
(Ciravegna, 2017); the structure of its graphic elements and its iconic, verbal, and
morphological components generate signals that are processed through cognitive and
psychological mechanisms (Cardello, 2007).
To decipher the consumer's choice is to evaluate and measure the conceptualizations
attributed to the product, whether favorable or unfavorable (Thomson et al., 2010); The
aesthetic and symbolic value for consumers starts from the appearance of a product
(Fernández & Bonillo, 2009); that is why product packaging has an important role in the
food industry, given that its role is not only to attract attention but also to generate
sensory expectations (Gunaratne et al., 2019).
Two types of stimuli are involved in the generation of sensory expectations; external
stimuli, which are those sensations perceived by the senses; and internal stimuli, which
derive from the experiences, motivations, and genetic conditions of the consumer (Ng