Polytechnic University of Tirana, Department of Production and Management; Albania
2nd International Scientific Conference – EMAN 2018 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 22, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty – Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-11-0
Food products are a heavy part of everyday routine. Packaging elements act as a tool for differentiation. This helps consumers to choose the product from a wide range of similar products and stimulates customers buying behaviour. Thus, food package performs an important role in marketing communications and could be treated as one of the most important factors influencing consumers purchasing decision. Within a context of food-related fear, raised by the many crises and uncertainties, customers naturally seek to assure themselves of the various ingredients of food products. Their views on the aspect of nutritional values are growing rapidly. Labels are one of the most important features of product packaging, and they are designed to communicate a message. In this context, food labeling plays an important role in providing food information to the consumer. The first thing we need to do before we buy a product is to read the label carefully. Especially if it is a new product and we have not used it before. But are we really do it?
Sometimes we are lazy to read the long list and we are comfortable with just a quick view of the calories and the expiration date. In fact, the neglect that we show to such an important fact could endanger our health as the product may have allergic ingredients.
This paper aims to answer some research questions related to the connection between labels and costumer purchases. The main purpose of this task is to study the impact of the label’s perception on the purpose of costumer purchasing and to analyze the effects on such a link of some moderate variables, like product labelling, costumer purchase elements, and socio-demographic variables. This will allow us, at further stage, to better understand the costumer buying – label relation and to draw a number of interesting recommendations related to the implementation of a labelling strategy for food products. Through a study involving a sample of 123 consumers, we will be able to determine the degree of importance that consumers give to labels and the impact of the signals of these qualities for the purpose of costumer purchase.
product labeling, costumer purchase, costumer relation, Albanian consumer
 Caswell J. & Mojduszka E. (1996). Using Informational Labeling to Influence the Market for Quality in Food Products. American Journal of Agricultural Economics. 78(5)1996:1248-1253.
 Courvoisier F. et Courvoisier F. (2005) : « La jungle des labels de qualité et d’origine sur les produits alimentaires: analyse de la situation en Suisse francophone », Actes du 4ème International Congres of Marketing Trends, Janvier, ESCP-EAP et Université Cà Foscari, Paris, pp. 27
 Drichoutis, A.; Lazaridis, P. and Nagaya, R .M. (2006), “Consumers’ use of nutritional labels: a review of research studies and issues”, Academy of Marketing Science Review 2006 (9).
 Tavoularis G. et al. (2007) : « Perception de la qualité et des signes officiels de qualité dans le secteur alimentaire », CAHIER DE RECHERCHE N° 236, CREDOC.
 Zarkin, G. A., & Anderson, D. W. (1992). Consumer and producer responses to nutrition label changes. American Journal of Agricultural Economics, 74(5), 1202-1207
 Binninger A-S et Robert I. (2005): « Les produits labellisés et le développement durable dans la perspective du consommateur: une étude exploratoire », Actes du XXI° Congrès AFM – 18- 20 mai 2005 – NANCY, pp. 26
 The Nordic Council of Ministers (2007), Food Labelling. Nordic Consumer’ Attitudes to Food Labelling, TemaNord, 2007:513.
 Taylor, C. and H. Rotfeld. 2009. “The advertising regulation and self-regulation issues ripped from the headlines with (sometimes missed) opportunities for disciplined multi-disciplinary research.” Journal of Advertising. 38(4).
 Larceneux F. (2001): « Proposition d’une échelle de mesure de la crédibilité d’un signe de qualité », DMSP 2001.
 World Health Organization. Diet, nutrition and the prevention of chronic diseases. Report of a Joint WHO/FAO Expert Consultation. Technical Report Series 916.Geneva: WHO; 2002.