رابطة بین اطلاعات مندرج بر بسته‌بندی و رفتار خرید مصرف‌کننده (مورد مطالعه: مواد غذایی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت علمی/ دانشگاه زنجان

2 کارشناسی ارشد مدیریت بازرگانی

چکیده

در ادبیات بازاریابی بسته‌بندی به عنوان بخشی از محصول و برند در نظر گرفته می‌شود. بسته‌بندی یکی از عناصر مهم در زمینة تولید و بازاریابی است. به نظر می‌رسد با توجه به شرایط فعلی، تولیدکنندگان و عرضه‌کنندگان محصولات غذایی در ایران شناخت چندانی از مزایای طراحی و ارائه بسته‌های متناسب با نیازها و خواسته‌های مشتریان خویش ندارند. در همین راستا به دنبال جبران این کاستی‌ها، پژوهش حاضر به بررسی رابطة بین اطلاعات مندرج بر روی بسته‌بندی مواد غذایی و رفتار خرید مصرف‌کنندگان پرداخته است. جامعه آماری این پژوهش کلیه شهروندان باسواد ساکن شهر سنندج می‌باشند که تعداد 384 نفر بر اساس فرمول کوکران به عنوان نمونه آماری تعیین شدند و از روش نمونه‌گیری در دسترس برای جمع‌آوری داده‌ها استفاده شد. پژوهش به روش توصیفی از نوع پیمایشی انجام شده است. ابزار گردآوری اطلاعات پرسشنامه بوده که بعد از تعیین روایی (روایی محتوا) و پایایی ( آلفای کرونباخ) در بین پاسخگویان توزیع گردید. یافته‌ها حاکی از آن است که بین اطلاعات قانونی، بازاریابی و تغذیه‌ای مندرج بر روی بسته‌بندی مواد غذایی و رفتار خرید مصرف کنندگان رابطة معنی‌داری وجود دارد. نتایج تحلیل رگرسیون نشان داد شاخص‌های اطلاعات غذایی، معادل 6/65 درصد از رفتار مصرف‌کنندگان در جامعه مورد مطالعه را تبیین می‌کنند و مهم‌ترین عامل، اطلاعات قانونی روی بسته‌بندی‌های مواد غذایی می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Relationship between Packaging Information and Consumer Purchase Behavior(Food Products as a Case Study)

نویسندگان [English]

  • Omid Mahdieh 1
  • chiman solimani 2
2 دانشگاه آزاد اسلامی واحد سنندج
چکیده [English]

Packaging in marketing literature is considered as a part of Product or brand. Packaging is one the most important factors in the field of production and marketing. Unfortunately, in our countray, the majority of packaging activities are traditional and research plays a minor role. It seems that practiotioners have a little knowedge apout packaging and its importance in marketing. The aim of present study is to investigate the relationship between packaging information and consumer purchase behavior. By using convenient sampling, 384 questionares were distributed and used for statistical analysis. The validity and reliability of questionaires were validated. Finidngs showed that there was a meaningful correlation between packaging information (legal, marketing and nutrition information) and consumer purchase behaviors. Production and expiration date, price and ISO information were the most imporatant legal information. Brand and packaging materials were the most imporatant marketing information. According to regression analysis, packaging information explains 65.6 percent of change in the dependent variable (consumer purchase behavior).

کلیدواژه‌ها [English]

  • Food products packaging
  • legal information
  • marketing information
  • nutrition information
  • Consumer purchase behavior
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