تحقیقات اقتصاد و توسعه کشاورزی ایران

تحقیقات اقتصاد و توسعه کشاورزی ایران

بررسی مؤلفه های بسته‌بندی محصولات کشاورزی بر قصد خرید مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسنده
ناصر سیف اللهی
دانشیار گروه مدیریت دانشکده علوم اجتماعی دانشگاه محقق اردبیلی، اردبیل، ایران
10.22059/ijaedr.2021.307443.668936
چکیده
در دنیای رقابتی امروزه با انواع مختلف محصولات، موفقیت هر محصول در فروش، مستلزم این است که بسته‌بندی و ظاهر محصول بتواند ارتباط مؤثری را با خریداران برقرار کند و زمینه جلب نظر مشتری را فراهم سازد. با توجّه به نقش و اهمیت بسته‌بندی در رفتار خرید مصرف­کننده، هدف این پژوهش، بررسی تأثیر ابعاد بسته‌بندی محصولات کشاورزی(طراحی بسته‌بندی، نوع قلم، رنگ بسته‌بندی، مواد بسته‌بندی و اطلاعات چاپی) بر قصد خرید مصرف‌کننده است. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار توصیفی- همبستگی است. جامعه آماری پژوهش، شامل مصرف‌کنندگان محصولات بسته‌بندی‌شده کشاورزی(مواد غذایی) هستند که به دو فروشگاه زنجیره­ای رفاه موجود در شهر اردبیل مراجعه می­کنند. حجم نمونه آماری با توجه به جدول مورگان و کرجسی 384 نفر محاسبه و با روش نمونه‌گیری تصادفی ساده(در دسترس) انتخاب شدند. ابزار جمع­آوری داده‌ها دو پرسشنامه استاندارد بود که روایی آن‌ها با استفاده از اعتبار صوری و پایایی آن با استفاده از آلفای کرونباخ تأیید شده است. تجزیه‌وتحلیل داده‌ها با استفاده از نرم‌افزار Spss21  و PLS صورت گرفت نتایج تحقیق نشان داد که رنگ بسته­بندی، طراحی، نوع فونت، کیفیت مواد بسته­بندی و اطلاعات چاپ شده بر قصد خرید مصرف‌کننده تأثیر معنی­داری دارند و در بین ابعاد بسته‌بندی محصولات کشاورزی رنگ و طراحی بسته‌بندی بیشترین تأثیر را بر قصد خرید مصرف‌کننده دارند. یافتـه­هـای ایـن پـژوهش مـی­توانـد در برنامه­ریزی تولیدکنندگان محصولات مواد غذایی به سمت توجه بیشتر به ابعاد بسته­بندی و تقویت قصد خرید مصرف­کنندگان مؤثر واقع شود.
کلیدواژه‌ها
بسته‌بندی محصولات کشاورزی
قصد خرید مصرف‌کننده
محصولات کشاورزی(مواد غذایی)

عنوان مقاله English

Investigating the Effect of Packaging of Agricultural Products on the Consumer's Purchase Intention

نویسنده English

Naser Seifollahi
Associate Professor, Department of Management, Faculty of Social Sciences, University Mohaghegh Ardabili,Ardabil, Iran
چکیده English

In today's competitive world with different types of products, the success of any product in sales requires that the packaging and appearance of the product can establish an effective relationship with buyers and provide the customer's attention. Considering the role and importance of packaging in consumer buying behavior, the purpose of this study is to investigate the effect of packaging dimensions of agricultural products (packaging design, font type, packaging color, packaging materials and printed information) on consumer purchasing intent. The type of research is applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of the study includes consumers of packaged agricultural products (food). According to Morgan and Krejcie table, 384 people as a sample size by simple random sampling method (available) who referred to two convenience stores in Ardabil (food purchase). They were elected. Data collection tool is two standard questionnaires (Belo and Lachan (2012) that validity has been confirmed using face validity and its reliability has been confirmed using Cronbach's alpha. Data analysis has been performed using Spss21and PLS software. He said that color packaging, design, font type, quality of packaging materials and printed information have a significant effect on consumer intention to buy, and among the dimensions of packaging of agricultural products, color and packaging design have the greatest impact on consumer intention.

کلیدواژه‌ها English

Packaging of agricultural products
Consumer intention to buy
Agricultural Products
  1. Abdalkrim, Gaafar Mohamed and . Abdulaziz, Salman Bin.(2013).
  2. The Role of Packaging in Consumer's Perception of Product Quality at the Point of Purchase.European Journal of Business and Management
  3. Agariya, A. K., Johari, A., Sharma, H. K., Chandraul, U. N., & Singh, D.(2012).The role of packaging in brand communication.  International Journal of Scientifi c & Engineering Research, 3(2),1-13.
  4. Agariya, A. K., Johari, A., Sharma, H. K., Chandraul, U. N., & Singh, D.(2012).The role of packaging in brand communication.  International Journal of Scientifi c & Engineering Research, 3(2),1-13.
  5. Ahmad, N., Billoo, M., & Lakhan, A.(2012).Effect of Product Packaging in Consumer Buying Decision. Journal of Business Strategies, 6(2), 1-10.
  6. Akpoyomare, O. B., Adeosun, L. P. K., & Ganiyu, R. A.(2012). The infl uence of product attributes on consumer purchase decision in the Nigerian food and beverages industry:A study of Lagos Metropolis.
  7. Alavi, Seyed Muslim; Seyed Mousavi Haghighi, Mohammad Hashem (2017). The effect of packaging and brand origin on the preference of agricultural products with an experimental research approach. Brand Management, 4, (2),43-68(In Farsi).
  8. Ampuero, O., & Vila, N. (2006). Consumer perceptions of product packaging. Journal of consumer marketing, 23(2), 100-112.
  9. Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
  10. Babin, B. J., Hardesty, D. M., & Suter, T. A.(2003). Color and shopping intentions: The intervening eff ect of price fairness and perceived aff ect. Journal of Business Research, 56(7), 541-551.
  11. Bagozzi, R., P., Yi, Y., & Baumgartner, J., (1990). The Level of Eff ort Required for Behavior as a Moderator of the Attitude–Behavior Relation. European Journal of Social Psychology, 20(1), 45-59.
  12. Becker, L., Van-Rompay, T. J., Schiff erstein, H. N., & Galetzka, M .(2011). Tough package, strong taste: The infl uence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
  13. Bender, M. M., & Derby, B. M.(1992). Prevalence of reading nutrition and ingredient information on food labels among adult Americans:1982–1988.Journal of Nutrition Education, 24(6),292-297.
  14. Blecker, J.N. (2006). Industrial Packaging Developments for the Global Meat Market.Journal of Meat Sience, 143-148. 15.
  15. Chernev, Alexander.(2019).Strategic Marketing Management, Published by Cerebellum Press | Chicago, IL | USA.
  16. Davari ,Ali & Rezazadeh, Ali.(2014). Structural equation modeling software PLS, university jihad Publications Secind Edition (In Farsi).
  17. Deliya, M., & Parmar, M. B. J. (2012). Role of Packaging on Consumer Buying Behavior-Patan District. Global Journal of Management and Business Research, 12(10), 48-67.
  18. Deng, X. (2009). Consumer response to visual aspects of packaging and product design. University of Pennsylvania, Ph.D Dissertation. Publication: Dissertations available from ProQuest
  19. Fatehi, A. (2007) the effect of influencing the packaging features on purchasing decisions of consumers (a product sauce) Al-Zahra University, Faculty of Social and Economic Sciences, specialty dissertations (In Farsi).
  20. Ghiasvand Ghiasi, fershteh; Mirkuzadeh,Ali Asghar & Shire,Nemat ollh.(2015).Factors Affecting Consumers' Attitudes Towards Transgenic Food Products (Case Study: Qazvin County). Journal of Economics Research and Agricultural Development of Iran.3(43),438-427(In Farsi).
  21. Gross, R. A., & Kalra, B. (2002). Biodegradable polymers for the environment. Science, 297(5582), 803-807.
  22. Grossman, R.P. & Wisenblit, J.Z. (1999). What we know about consumers’ color choices. Journal of Marketing Practice: Applied Marketing Science, 5(3), 78-88.
  23. Hagh Gooyandeh, M. (2012) identify and rank the factors influencing customers' purchasing behavior of packaged food products. Payam Noor University of Tehran, Faculty of Management, Master thesis(In Farsi).
  24. Haji Rezaei, M. (2011) the effect of packaging on consumer purchasing decision (Case Study: Food industry Yazd) Payam Noor University Alborz Province, School of Social and Economic Sciences, Master thesis(In Farsi).
  25. Kauppinen-Räisänen, H., & Luomala, H. T. (2010). Exploring consumers’ product-specifi c colour meanings. Qualitative Market Research: An International Journal, 13(3), 287-308.
  26. Khosravani, Farhad, Pezeshki, Gholamreza and Farhadian Rad, Homayoun.(2018).Analysis of consumer purchasing behavior in reducing agricultural waste.Journal of Economics Research and Agricultural Development of Iran,1(41-2),75-92.(In Farsi)
  27. Keller, K. L. (2003). "Strategic brand management: Building, measuring and managing brand equity, 2nd ed.," Englewood Cliffs, NJ: Prentice-Hall 321-327.
  28. Kotler, P. and Keller, K. (2014) Marketing Management. Translaor:Mehdi jafari,Tehran .Nasr Press(In Farsi).
  29. Kotler, P., & Amstrong, G. (2012). Principle of Marketing, Global Edition.Pearson.
  30. Khodabakhsh, Mohamad & Sadeghi,Ahmad.(2017). Investigating the effect of size and packaging design on purchase intention and atisfaction customer, Journal of Packaging Science and Techniques. 31, 30-61.(In Farsi).
  31. Lockshin, L., & Corsi, A. M. (2012). Consumer behavior for wine 2.0: A review since 2003 and future directions. Wine Economics and Policy, 1(1), 2-23.
  32. Lifu, F. L. (2012). An Analysis of the Effect of Product Packaging on Consumers’ Buying Choice in Calabar Municipality, Cross River State, Nigeria. Asian Journal of Business Management, 4(2), 186-191.
  33. Lupton, E. (2004).Thinking with type: A critical guide for designers, writers,editors,and Princeton:PrincetonArchitectural Press.
  34. Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing images in diff erent cultures: A crossnational study of color meanings and preferences. Journal of International Marketing, 8(4), 90-107.
  35. Metcalf, L., Hess, J. S., Danes, J. E., & Singh, J. (2012). A mixed-methods approach for designing market-driven packaging. Qualitative Market Research: An International Journal, 15 (3), 268-289.
  36. Molaei, Mohammad.(2014). Study of the effect of packaging on the export of Iranian industrial products during the years 1373 to 1390. Journal of Marketing Management, 2,103-116.(In Farsi)
  37. Morwitz,V.(2014).Consumers’purchase intentions and their behavior.  Foundations and Trends in Marketing, 7(3), 181-230.
  38. Quazi,M.A.(2008).Managerial Views of Consumerism: A two country Comparison. European Journal of Marketing, 36(1/2), 36-50.
  39. Pourdarbani, Razieh (2016).Investigate the role of grading and packaging in improving the marketing and export of Iranian dates. Journal of Packaging Science and Technology, 28, 42-53(In Farsi).
  40. Raheem, A., R., Vishnu, P., & Ahmed, M., A.(2014). Impact of
  41. product packaging on consumer’s buying behavior. European Journal of Scientifi c Research, 122(2), 125-134.
  42. Rahimnia,F.,Alavi,S.M & Najafi Siahroudi(2014). Investigation the consumer needs of food packaging using kani model.Business reviews,67,1-15(In Farsi).
  43. Rettie, R., & Brewer, C.(2000).The verbal and visual components of package design. Journal of Product & Brand Management,9(1),56-70.
  44. Saghaeian, F. (2013) the impact of the ethical dimensions of food packaging on consumer purchasing decision. Al-Zahra University, Faculty of Social and Economic Sciences, Master's thesis.
  45. Sahhaf Zadeh, A. (2014) survey of customer satisfaction and mental conflicts buying them considering the size of packaging and customer attitudes. Tarbiat Modarres University, Faculty of Management and Economics, Master's thesis(In Farsi).
  46. Samadi, Mansour, Hajipour, Bahman, Farsizadeh, Hossein.(2009). Inadequacy in service delivery, service revitalization strategies and their impact on consumer behavior Journal of Business Management, Volume 1, Number 1,71-86 .(In Farsi).
  47. Sehrawet, M., & Kundu, S. C. (2007). Buying Behaviour of Rural and Urban Consumers in India: The Impact of Packaging.  International Journal of Consumer Studies, 31(6), 630-638.
  48. Shafi q, R., Raza, I., & Zia-ur-Rehman, M. (2011). Analysis of the factors aff ecting customers purchase intention: The mediating role of perceived value. African Journal of Business Management, 5(26), 10577-10585(In Farsi).
  49. Shih-Tse Wang, E. (2015). Different Effects of Utilitarian and Hedonic Benefits of Retail Food Packaging on Perceived Product Quality and Purchase Intention. Journal of Food Products Marketing, 1-13.
  50. Smith, D., & Riethmuller, P. (1999). Consumer concerns about food safety in Australia and Japan. International Journal of Social Economics, 26(6), 724-742.
  51. Silayoi, P. & Speece,M.(2007).The importance of packaging attributes: a conjoint analysis approach.European Journal of Marketing, 41 (11/12), 1495-1517.
  52. Tajeddin,Behjat.(2019).Packaging of agricultural products is a strategy to reduce their waste. Journal of Strategic Research in
  53. Agricultural Sciences and Natural Resources,4(2),199–212(In Farsi).
  54. Underwood, R. L.(2003). The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience.  Journal of Marketing Theory and Practice, 11(1), 62-76.

Yaghubi ,Nayeresadat;Kordnaeij ,Asadollah & Aghaei,Mohammad. (2020).The Impact of Quality, Creativity and Attractiveness of Packaging on the Customer’s Purchase Intention to Buy by Considering the Mediating Role of Customer’s Effect and Cognition (Case Study: Chocolate Industry). Packaging, 11(42),54-67

تحقیقات اقتصاد و توسعه کشاورزی ایران
دوره 52، شماره 3
پاییز 1400
صفحه 525-539