ABSTRACT
Intellectual and emotional aspects of the product’s image raise the concerns about its qualities, concerns about nutrient content, the ingredients, the amount of sugar, salt, and fat. Ÿe product appearance induces expectations. “Expectations govern our attitude to food and the food scene. We deduce from the appearance of the food in front of us whether it will harm us or be good for us,” says Hutchings (2003). Ÿe consumer searches for the attributes he or she considers most suitable according to his or her internal needs, in the products he or she wants to buy. It is necessary to de¤ne a target segment to propose the product that is e•ectively closer to the ideal of the buyer and to communicate its bene¤ts.
