La presente investigación tiene como objetivo el análisis de los claims nutricionales en los empaques de leche evaporada. Actualmente, el consumidor se encuentra cada vez más informado por lo que se muestra más exigente con los productos que consume. Es esencial para las marcas el ofrecer a sus consumidores la información necesaria sobre los productos que consume y que esta sea verídica. Se han conocido casos en el mercado lácteo peruano en el que las marcas han hecho un mal uso de los claims nutricionales y han sido fuertemente sancionadas. Los claims nutricionales tienen como tarea principal informar al consumidor y su buen uso puede influir en la decisión de compra. Existen dos tipos de claims nutricionales: los claims nutricionales de contenido absoluto y los claims nutricionales de salud, ambos cumplen roles muy parecidos con la diferencia de que los de salud brindan información sobre los beneficios, peligros y valores nutricionales del producto mientras que los de contenido de su composición. El público escogido para el desarrollo de esta investigación ha sido las madres de familia de entre 35 a 40 años pertenecientes al nivel socioeconómico C, ya que por lo general estas son las decisoras de compra de los productos del hogar, especialmente los que tienen que ver con la nutrición y salud de los hijos. Se pudo tener acceso a interactuar con el público objetivo y con especialistas del mercado lácteo, haciendo un contraste de la información obtenida por ambos lados. / The objective of this research is the analysis of nutritional claims in evaporated milk packaging. Currently, the consumer is increasingly informed by what is more demanding with the products you consume. It is essential for brands to offer their consumers the necessary information about the products they consume and that this be true. There have been cases in the Peruvian dairy market in which brands have misused nutritional claims and have been heavily sanctioned. Nutrition claims have as main task to inform the consumer and its good use can influence the purchase decision. There are two types of nutritional claims: absolute content nutritional claims and nutritional health claims, both fulfill very similar roles with the difference that health claims provide information on the benefits, dangers and nutritional values of the product while the content of its composition. The public chosen for the development of this research has been mothers of families aged between 35 and 40 belonging to socioeconomic level C, since these are usually the decision makers of household products, especially those that have to do with the nutrition and health of the children. It was possible to have access to interact with the target audience and with specialists of the dairy market, making a contrast of the information obtained by both sides. / Trabajo de investigación

As consumers walk through the grocery store they encounter a vast range of products. In this setting information printed on food packages play a role in consumer decision making. One way of influencing consumer behaviour is by using package panels where detailed communication claims can be placed. This study investigates the effect of package communication claims on propensity to switch brand through quantitative research design. Variations among consumer of private label brands versus consumers of name brands are also investigated. Results show that package communication claims have an effect on consumer propensity to switch brand, however there are differences depending on type of claims. Environmental packaging claims have a negative effect on propensity to switch while nutritional claims do not have a significant effect. Production process claims and product origin claims both have a positive effect on consumer propensity to switch and is thus more favourable for brands to use. Furthermore, package communication claims have a larger positive effect on propensity to switch among consumers of private label brands than among consumers of name brands. Since there is a lack of research in the area of package communication this thesis contribute by proving that packages have an effect on consumer behaviour and argues for further research in this area.