This or That: A Content Analysis on Whey Protein Powders

Abstract

Whey protein powder is a common and popular protein supplement, consumed regularly by those engaged in the health and fitness category. However, due to the variety of whey protein powders available, different appearances on its packaging but all with similar effects, consumers may be swayed by the extrinsic factors of the products packaging. Therefore, this research analyzed marketing strategies: specifically, how the extrinsic factors of whey protein powders correlate with consumer appeal. Despite prior research on product packaging and consumer appeal, whey protein powders are a specific product category that lacks research. A non-experimental, mixed methods, content analysis was utilized where the extrinsic factors of 149 Whey protein powders, sold on Walmart.com, were documented. Online ratings were utilized to determine consumer appeal. Statistical tests were conducted for data analysis, which contributed to the formation of valid conclusions. Basic conclusions include that logo inclusion and placement do influence consumer appeal. From this study, marketers and brand managers of protein powders who are involved with the development process of whey protein powder packaging may be influenced. If stakeholders understand what makes a product appealing, the protein powder packaging can be designed accordingly, resulting in the generation of more revenue and profit.